Westwood Law

I designed and built this in-house for Westwood Law, a personal injury and employment law firm and a sister brand of Overture, where I work full time. It is a full Django platform that runs the firm's entire web presence.

The accident tool was my idea. The site was underperforming and had very little local authority, so I pitched a public-data crash tool to our CEO with rounds of designs and prototypes, then built the whole system.

What I built

• A Django backend and CMS with a programmatic blog system
• An accident-report tool that turns California Highway Patrol collision records, TomTom traffic-speed data, and local news coverage into interactive maps, dangerous-intersection rankings, and a searchable crash feed
• An automated pipeline that publishes new crash pages every day with no manual work
• A childcare-facility complaint tracker built on California DSS licensing data
• Full visual design and front-end build across all of it

See it live: the accident-report tool and an individual crash page.

Built with Claude Code

I built this with Claude Code as my main tool. I audited several public data APIs and chose CHP and CA DSS, designed every page, and set the SEO strategy. Claude Code drafted much of the implementation under my direction. I reviewed what it wrote and iterated on the code by hand from there. Working this way is how one person built and launched a platform of this size.

The site had been live for years but was barely showing up in search: competing against far more established firms for generic, high-competition keywords, with no real presence for the long-tail, hyper-local searches that actually convert for personal injury cases.

On the technical side, indexation was a mess: pages Google should have been ranking weren't indexed at all, canonical tags were inconsistent, and there was no real internal linking strategy connecting related content.

Public data as local landing pages

The accident-report tool doubles as a programmatic local SEO system. Instead of one generic service-area page, every crash and dangerous-road page is a genuinely unique answer to a real local search, generated from CHP collision data rather than a templated city-name swap. Programmatic done well is not thin content at scale; it is a real answer to a real local search, generated efficiently.

Technical foundation

• Fixed indexation issues so Google could actually crawl and rank the pages that mattered
• Cleaned up canonical structure to stop pages from competing with each other
• Rebuilt internal linking so new pages fed authority into the firm's core commercial pages, not the other way around

What did not work

I also ran an outreach campaign offering the tool as a free resource to more than 200 local newspapers, neighborhood councils, and school groups. It produced zero links. The growth below happened without them.

Over the first four months, average search position moved from 16.8 to 10.6, from the middle of page 2 to the edge of page 1, and click-through rate more than doubled, from 2.3% to 5.6%. The crash pages themselves average around position 6.

Site-wide monthly organic clicks:

• May: 260
• June: 470
• July: 1,000
• August: 1,700
• September: 2,000+

About 7,000 pages are now indexed, and qualified leads have come in through the crash pages.

AI Overview impressions grew alongside, from a peak of 237 in May to 1,500 in a single day in September.

This was in-house work, done as part of my full-time role.