The challenge
Vertex Legal is a boutique firm working in commercial and property law. Its website was a ten-year-old template: dense with statutory language, hard to read on a phone, and silent on the questions visitors arrived with — whether the firm handled their matter, what it would cost, and what happened first.
Visitors rarely leave contact details before trust is established, and the firm had no shared voice: partners described the practice differently online, which fragmented the brand.
- Statutory jargon pushed ordinary visitors away
- No answers on fit, fees or first steps
- Poor mobile experience drove high bounce rates
- Partners gave inconsistent accounts of the firm
What we built
The engagement opened with two weeks of brand work, which settled on one positioning: complex commercial law, explained in plain language. The site was rebuilt around it, with a homepage that states who the firm is, who it helps and what it solves in three sentences.
Each practice area has its own page covering scope, process and fee ranges in ordinary language. The visual system pairs restrained navy with warm gold, and a written content guide keeps partner contributions consistent across the site and social channels.
- Plain-language positioning carried through all copy
- One page per practice area with process and fee ranges
- Restrained navy and warm gold identity
- Mobile-first rebuild with the call to action above the fold
The result
After launch, average session duration reached 2.1 times that of the previous site and mobile bounce rate fell 46%.
Because the site answers fit and fees up front, partners spend less time on enquiries outside the firm's scope.
The firm now has a content system it can keep adding to, with new matters and commentary published on a stable structure.
Content and maintenance
The firm edits its own practice pages. Editing was restricted to text and images inside fixed templates, so new pages keep the same structure, spacing and heading order as the pages written at launch.
Fee ranges and process descriptions are marked as review items with a stated review date, so the pages are checked on a schedule rather than when someone notices they are out of date.
What the firm kept
The site runs on the firm's own hosting account, with the content model documented for the staff who maintain it. The studio is engaged for quarterly reviews and for new practice areas.
Enquiry routing stayed inside the firm's existing email and matter-management systems; no new platform was introduced for intake.
