Case Study: Wallingford Law

I recently concluded some really exciting work with Wallingford Law, a law firm based in Lexington, Kentucky.  They initially reached out to us through a mutual friend, ready to take their website to the next level.

Apparently, the firm had been doing quite well for themselves, and wanted their web presence to reflect that.  After taking a quick glance at their site, it became clear that we could provide quite a bit of value for Wallingford Law.  But as we all know, looks can be deceiving, so let’s see how we really did…

The Problem

After our initial consultation with Wallingford law, we learned that they wanted to “level up” their web presence to one that was much more modern and indicative of the values that the firm wanted to express.  We talked for a while, and eventually distilled down the problem into two parts:

  1. The website must adhere to modern design principles.
  2. The website must be optimized for search engines in order to drive organic traffic.

In addition to the usual problems that we are tasked with solving (increasing traffic to the site and optimizing it for conversions), we were to be intensely focused on the site aesthetic to promote a more modern feel.

Here’s how we did that…

The Solution

As usual, the site was built with SEO and conversion optimization in mind (our last case study does a better job of showing you how we did that), though this time we really wanted to heavily leverage some very modern design elements.

We’ll go through exactly what we did in a moment, but first, here’s a look at their site before we had a chance to spruce it up :


A picture of Wallingford Law's old website.


As you can see, it’s quite a decent site.  There are a few specific problems that we noticed immediately, though:

  • Too much text on the front page.
  • Image carousel is a great idea, but the images are confusing.
  • Navigation blends in too much with the rest of the site.
  • No clear “direction” from the homepage to a specific visitor action (such as filling out a contact form).
  • As we were initially told, the site feels a bit “old”.

Here’s what the home page looked like after we got our hands on it (minus the green markings, of course):


The current site layout for Wallingford Law


As you can see, this site is boasts an incredibly-modern aesthetic, yet still adheres to sound best practices to drive targeted traffic into paying customers.  As always, this site was the result of weeks of research and, most importantly, feedback from real potential customers during usability testing sessions!

Oh, and as always, it’s incredibly mobile-friendly:
A picture depicting the Wallingford Law website on three different screen sizes.

The Results

Although there was an incredible internal praise for the project, it is still too soon to determine the direct and tangible business results that this new web presence will yield Wallingford Law, so stay tuned!

Key Takeaways

In working with the awesome team at Wallingford Law, we learned quite a bit:

  • When working with other agencies, it is imperative to build a positive relationship with them early in the process.
  • In uncertain situations, defaulting to the simplest solution is a great way to start.
  • Biggest Realization:  There is almost always a way to creatively solve a business problem and adhere to best practices for web design.