Team

Business Owner/Lawyer

1 Social Media Manager

1 QA

1 Project Manager

Tools

Figma, Wordpress, Loom, User-guiding, Agile, React, GA4.

Overview

L.A. LAW LLC, a personal injury law firm serving clients across Connecticut, partnered with me to rebuild their digital presence from the ground up. Over an eight-month period, I led a full transformation across UX/UI design, statewide SEO strategy, content refinement, visual art direction, analytics setup, and ad support.

The firm needed more than a website refresh, they needed a scalable digital ecosystem built for growth, authority, and ranking in multiple competitive Connecticut markets. My work enabled L.A.LAW to increase its statewide visibility, strengthen brand trust, and dramatically improve organic performance and conversions.

The Challenge

L.A. LAW approached me at a pivotal moment. Their existing site lacked the structure, clarity, and optimization required to compete with established CT law firms. The main issues included:

• A confusing website structure with no clear user pathways

• Weak or nonexistent rankings for Connecticut cities

• An inconsistent visual identity that didn’t reflect credibility

• Long, dense legal content that wasn’t user-friendly

• Poor analytics setup, making performance impossible to track

• No localized SEO strategy to target high-value CT markets

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The firm needed a holistic solution that unified design, SEO, content, and analytics into one high-performing system. My goal was to create a digital presence that brought together strategic UX, trustworthy visual design, and highly optimized content built to rank.

My Approach

My approach combined weekly collaboration, user-centered design, a statewide SEO system, and a strong content strategy. Rather than treating the website as a static asset, I treated it as a living digital product that required continuous enhancement.

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Collaborative Workflow

I worked closely with L.A. LAW’s internal team every week, reviewing content they provided, refining UX flow, implementing updates, and aligning on priorities. This rhythm created momentum and ensured rapid, measurable progress.

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Key collaborative efforts included:

• Weekly content reviews and UX edits

• Ongoing enhancements to structure, layout, and mobile usability

• Joint decision making on CT cities, practice areas, and legal guides

• Fast-paced iteration cycles to maximize momentum

UX/UI Design

The redesign began by rebuilding the entire digital experience around clarity, trust, and conversion psychology. I crafted a system that made legal information approachable, easy to scan, and visually authoritative.

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Narrative Summary​

I introduced a modern, minimal UI that uses Connecticut inspired blues, strong typography, and simplified layouts. Each page was purposefully structured for high readability, mobile-first browsing, and fast access to CTAs. I created repeatable design components, such as CT maps, attorney cards, testimonial sections, FAQ accordions, and multi-step CTAs, that ensured consistency across all pages, including the rapidly expanding SEO library.

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Design System Improvements​

• Consistent color palette + legal-industry visual tone

• WCAG-compliant typography for readability

• Clean, minimal grid layouts

• Intuitive navigation and page flows

• High-converting mobile layouts

• Reusable, scalable component library