This project solved the unique challenge mid-sized firms face: competing with big-firm polish while maintaining personal connection, resulting in a digital presence that positions Fraser Hartley & Co. as both authoritative and genuinely approachable.
Jenny
Founder
This project solved the unique challenge mid-sized firms face: competing with big-firm polish while maintaining personal connection, resulting in a digital presence that positions Fraser Hartley & Co. as both authoritative and genuinely approachable.
Jenny
Founder
Most mid-sized law firms treat their website as a digital brochure, missing the opportunity to compete with larger players through strategic lead generation. We approached Fraser Hartley & Co.'s redesign as a comprehensive growth strategy, leveraging data-driven UX, SEO optimization, and brand differentiation to create a digital presence that actively converts high-intent traffic into qualified clients. The result is a scalable acquisition channel that positions them to compete, and win, against firms with significantly larger marketing budgets.
Most mid-sized law firms treat their website as a digital brochure, missing the opportunity to compete with larger players through strategic lead generation. We approached Fraser Hartley & Co.'s redesign as a comprehensive growth strategy, leveraging data-driven UX, SEO optimization, and brand differentiation to create a digital presence that actively converts high-intent traffic into qualified clients. The result is a scalable acquisition channel that positions them to compete, and win, against firms with significantly larger marketing budgets.
Our Approach
Timeline: 8 weeks
We began with stakeholder interviews to understand Fraser Hartley & Co.'s brand positioning and business challenges, followed by user research to identify critical pain points in the client journey. Through analytics review, heatmap analysis, competitive auditing, and SEO gap analysis, we uncovered opportunities to optimize the user flow and define clear conversion paths. Leveraging AI-assisted design tools, we rapidly prototyped three conceptual directions for early client feedback before developing high-fidelity wireframes that established content hierarchy and interaction patterns. The final UI design phase created a comprehensive design system that balanced professionalism with approachability, followed by collaborative content integration to ensure SEO best practices were maintained throughout implementation.
Our Approach
Timeline: 8 weeks
We began with stakeholder interviews to understand Fraser Hartley & Co.'s brand positioning and business challenges, followed by user research to identify critical pain points in the client journey. Through analytics review, heatmap analysis, competitive auditing, and SEO gap analysis, we uncovered opportunities to optimize the user flow and define clear conversion paths. Leveraging AI-assisted design tools, we rapidly prototyped three conceptual directions for early client feedback before developing high-fidelity wireframes that established content hierarchy and interaction patterns. The final UI design phase created a comprehensive design system that balanced professionalism with approachability, followed by collaborative content integration to ensure SEO best practices were maintained throughout implementation.
Disclaimer: this is a conceptual design showcase based on common website UX problems of law firms'.
Key Design Decisions
We implemented frictionless conversion paths with context-aware CTAs and streamlined booking forms positioned strategically throughout the journey, never more than one click away. The content architecture was restructured around high-intent search queries, creating multiple organic traffic entry points while establishing thought leadership. Prioritizing the 60%+ of users searching for legal services on mobile devices, we designed thumb-friendly navigation and one-tap actions for calls and consultations. Strategic placement of lawyer profiles, credentials, and social proof at key decision moments builds trust without creating visual clutter, reinforcing credibility precisely when users need it most.
Disclaimer: this is a conceptual design showcase based on common website UX problems of law firms'.
Key Design Decisions
We implemented frictionless conversion paths with context-aware CTAs and streamlined booking forms positioned strategically throughout the journey, never more than one click away. The content architecture was restructured around high-intent search queries, creating multiple organic traffic entry points while establishing thought leadership. Prioritizing the 60%+ of users searching for legal services on mobile devices, we designed thumb-friendly navigation and one-tap actions for calls and consultations. Strategic placement of lawyer profiles, credentials, and social proof at key decision moments builds trust without creating visual clutter, reinforcing credibility precisely when users need it most.
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Latest projects
UX/UI Design
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Madison Legal is a well-established full-service law firm with over 70 years of experience serving clients across Australia. As the firm expanded its presence into Victoria and Western Australia, their digital presence needed to evolve to match their growth and reputation.
Branding
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A polished editorial layout that captures each client's individuality and essence.
