Mercer & Hale Consultation requests up 52% in four months
A six-attorney business and estate law firm in Baltimore whose website read like a legal brief instead of a first conversation.
Where they started.
The site was full of jargon and long paragraphs. Visitors left within seconds, and many who did call needed help with work the firm doesn't handle.
How we stepped it up.
We interviewed the partners, rewrote every page in plain English, added a clear “who we help” section to each practice area and gave every page one next step: a free consultation.
Interview
An hour with each partner to hear how they explain things to clients.
Rewrite
Every page in plain English, built around questions clients ask.
Structure
Practice-area pages that say who they're for, and who they're not.
Launch
A cleaner layout with one call to action on every page.
Where they landed.
Four months after relaunch, consultation requests were up 52%, and 30% fewer calls were about work the firm doesn’t take.
The site finally sounds like us talking to a client across the table. The calls we get now are the right ones.