The Brief
In September 2025 we were approached by a four-partner commercial law firm in Birmingham. They had been trading for 12 years, had a strong reputation locally, and were getting approximately 800 organic visitors per month.
But they were getting, on average, four enquiries per month from their website. They had resigned themselves to the fact that their website was not a lead source — it was a digital business card.
We disagreed.
The Diagnosis
Before writing a single line of code, we spent two weeks understanding the problem. Here is what we found:
Technical issues:
`
Baseline Audit — September 2025
────────────────────────────────────────────────────────
PageSpeed Mobile Score 34/100 ❌
PageSpeed Desktop Score 61/100 ❌
LCP (mobile) 6.2 seconds ❌
CLS 0.31 ❌
SSL Certificate Valid ✅
Mobile Responsive Partially ⚠️
────────────────────────────────────────────────────────
`
Conversion issues:
- Homepage opened with a 1400×600px background image that took 8 seconds to load on 4G
- The only contact option was a five-field form buried on the Contact page
- No pricing information, no team photographs, no testimonials
- Practice areas described in legal jargon with no plain-English summaries
- The firm had 47 Google reviews averaging 4.9 stars — none visible on the website
Content issues:
- No blog or resources section (missing topical authority)
- Service pages averaged 180 words — not enough to rank or convert
- Zero case studies or client results
The Strategy
We agreed on three parallel workstreams:
1. Technical rebuild — complete performance overhaul
2. Conversion redesign — new information architecture and trust signals
3. Content foundation — rewrite all service pages + add 8 cornerstone articles
Timeline: 8 weeks for launch, 4 months of post-launch content.
What We Built
Homepage Redesign
The new homepage structure:
`
Section 1: Hero
→ Headline: benefit-led ("Commercial law that protects
your business and its future")
→ Subheadline: who we serve + location
→ CTA: "Book a free 30-minute consultation"
→ 3 trust signals: 12 years, 4.9★ Google, 200+ clients
Section 2: Practice areas (scannable cards)
Section 3: Why us (team photos + bios)
Section 4: Testimonials (5 specific, named, with context)
Section 5: Recent articles
Section 6: Final CTA + phone number
`
Making It Easy to Contact Them
The original site had one contact method. We added five:
- Click-to-call button in the header (mobile)
- WhatsApp chat widget (business hours)
- Inline "Book a call" button on every practice area page
- Calendly integration for free consultation booking
- Traditional contact form (now simplified to 3 fields)
Service Pages
Each service page was rewritten from scratch. Template:
1. Plain-English explanation of what this service is
2. Who needs it and when
3. What the process looks like
4. FAQ section (addressing common objections)
5. Relevant case study or result
6. CTA: Book a consultation
Average word count went from 180 words to 1,100 words.
The Results
`
Before vs After — February 2026 (vs September 2025)
────────────────────────────────────────────────────────
Metric Before After Change
────────────────────────────────────────────────────────
Monthly visitors 803 941 +17%
PageSpeed Mobile 34 91 +168%
LCP (mobile) 6.2s 1.3s ▼ 79%
Avg session duration 1m 02s 2m 47s +168%
Bounce rate 74% 51% ▼ 31%
Monthly enquiries 4 14 +250%
Conversion rate 0.5% 1.5% +200%
────────────────────────────────────────────────────────
`
"We have received more enquiries in the last two months than in the previous twelve. Two of those have already converted to significant retainer clients. The website has paid for itself several times over."
— Managing Partner
The Key Insight
Traffic increased by 17%. Enquiries increased by 250%.
The traffic was never the problem. The website was failing to convert the visitors it already had. Every month that passed with the old site was months of lost revenue from visitors who landed, could not find what they needed, and left.
This is the pattern we see consistently. Most businesses assume they need more traffic. They often just need a better website.
What Drove the Most Uplift
If we had to attribute the improvement to three things:
1. Google reviews made visible — 47 five-star reviews, invisible on the old site, prominently displayed on the new one. This single change likely accounts for 30% of the conversion uplift.
2. Calendly integration — removing friction from booking a consultation. People do not want to send an email and wait. They want to pick a slot and know it is confirmed.
3. Team photographs with bios — law is a trust business. Showing real people with names, qualifications, and personalities made the firm feel approachable rather than corporate.
Three relatively simple changes. Compounding results.