Hargrove Legal · Legal Services

Picking a lawyer off a stock photo

Hargrove Legal handles three distinct practice areas with three distinct kinds of client, all funnelled through one homepage photo of unnamed attorneys and a single Get Started button. We gave each practice its own front door.

Role: Website redesign, UX, build
Year: 2025
Deliverables: Responsive site, practice area pages, attorney profiles, consultation scheduling

The Hargrove Legal homepage shown on a laptop and a phone, a photograph of three attorneys and the headline Solutions For Your Legal Needs. — Three attorneys, no names, no indication of who handles what — a visitor had to call and ask before knowing they'd reached the right practice.

The problem

Hargrove practices family law, business law and estate planning under one roof, three areas that attract very different clients in very different states of mind — someone in the middle of a divorce is not looking for the same thing as a founder incorporating a company. The site treated all three identically: one vague headline, one stock photo of unnamed attorneys, one “Get Started” button.

A visitor had no way to tell which attorney handled which kind of case, or even confirm the firm did family law at all without reading a buried paragraph. For a decision as personal as choosing a lawyer, that facelessness cost trust before a call ever happened.

The single contact form also meant every enquiry — custody dispute, business contract, will — arrived in the same queue with no case context, so the firm's intake process started from zero every time.

The approach

Three moves, in order.

Give each practice area its own page

Family Law, Business Law and Estate Planning are now separated, so a visitor lands on language and reassurance specific to their actual situation.

Put names and faces on the attorneys

Individual attorney profiles replace the anonymous group photo, letting a client choose based on who they'll actually be working with.

Capture the case before the call

A consultation request now asks for practice area and a short case description, so the right attorney reviews it before the first conversation instead of during it.

The work

What we built.

The new homepage

The new Hargrove Legal homepage on desktop and mobile: a deep navy hero with a serif headline reading Counsel you can reach and three practice-area chips. — The homepage, sorted by practice. Three areas surface as chips, so a visitor knows in a second whether this firm handles their kind of case.

The practice areas page: a three-card grid for Family Law, Business Law and Estate Planning, each with a thin gold line icon and short description. — Three practices, three distinct front doors — a visitor finds theirs immediately.

Real names and faces, replacing the anonymous stock photo on the old homepage.

The schedule a free consultation page: a form with name, phone, a practice area dropdown, and a short case description text box. — A consultation request that arrives pre-sorted by practice area and case detail, not a blank inbox.

Also delivered

A short, plain-language explainer on each practice area page covering what a first consultation costs and what to bring, since a large share of hesitation came from clients unsure what to expect before ever speaking with anyone.

Results

First two quarters on the new site.

+66%

Consultation requests with practice area pre-selected

−28%

Intake time per new client

2.1×

Attorney profile page views before booking

Practice areas now visibly separate, not one blur

“Clients used to call and we'd spend the first ten minutes just figuring out what kind of case it even was. Now that's answered before the call starts, and people tell us they picked us because they could actually see who they'd be working with.”

Diane HargroveFounding Partner, Hargrove Legal

Figures are illustrative of the outcomes this engagement was designed to produce and are shown here for portfolio purposes.

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