Hadfield Stieben & Doutt, a recently formed personal injury law firm based in Colorado, came to us looking for an SEO-aware design and development partner to guide them through a full website redesign. They wanted a site that would bring in new business and communicate the local, caring, boutique qualities of their firm. We kicked off the visual design phase with a comprehensive competitor analysis. We observed most law firms’ aesthetics felt cold and uninviting. This felt wildly off base for HSD. Not only are their clients most likely seeking comfort and assurance, but HSD’s approach is also notably local and personal; partner Bill Doutt commented during the kickoff that they “often bump into their clients at the grocery store." We wanted to make sure the website communicated this vibe visually. Poynter Gothic, a beautiful humanist serif, conveys a comfortable and personal feel, while the warm, “Colorado” color palette communicates empathy and authenticity. In our meetings with the partners, we asked a myriad of questions to help us understand their target audience. We learned many potential clients are intimidated by the complex processes and technical jargon. An interactive ‘step by step’ module (featured on the homepage and practice area pages) demystifies potentially intimidated first-time clients. This empathy also led us to the idea of creating a dynamic glossary of terms as a resource to prospective and current HSD clients.
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