Case study · Civil trial law
Graham Legal, P.A.
A Coral Gables trial firm that has been practising in Florida since 1983, and a website that gave a caller no idea what would happen if they picked up the phone.
- Client
- Graham Legal, P.A.
- Where
- Coral Gables, Miami
- Practising since
- 1983
- Scope
- Website · Bilingual
- Built in
- Nine days
The challenge
Forty years of trial experience, invisible on a phone.
- A firm with four decades of trial experience and an AV Martindale-Hubbell rating, presented online in a way that made it indistinguishable from a firm three years old.
- Eight practice areas — real estate, civil damages, consumer law, debt relief, divorce, estate and probate, foreclosure defence, personal injury — collapsed into a single page, so none of them could be found by anyone searching for one of them.
- A largely Spanish-speaking client base in Miami-Dade being served an English-only site.
The decisions
Five calls that shaped the build.
- 01
Lead with the fear, not the firm
The headline is Seeking Justice Together and the first paragraph names the situation rather than the services: someone is coming after you for money, or you need to go after someone. People do not search for a civil trial lawyer out of curiosity. They arrive frightened, and the page that names that is the page they trust.
- 02
Answer what happens after the call
The largest section on the site is four steps titled What happens after you call us — no mystery, no runaround, and you know where you stand by the second one. The single biggest reason people delay calling a lawyer is not cost, it is not knowing what calling commits them to. Removing that is worth more than another paragraph about the firm.
- 03
Put the credentials where they are checkable
45+ years combined experience, practising in Florida since 1983, AV rated, defending foreclosures since 2007, and the bar and association marks. Every one is a fact that can be verified elsewhere, which is what separates a credential from an adjective.
- 04
Spanish as a parallel site, not a widget
The Español toggle leads to real pages rather than a browser translation overlay. A translation widget cannot be indexed, so a Spanish-speaking client searching in Spanish would never have found the firm. Parallel pages can be found in both languages.
- 05
The phone number in the navigation
305-876-3696 sits in the header on every page and every screen size. For legal intake the call is the conversion, and a number that has to be hunted for is a number that does not get dialled.
Inside the build
“I didn't think I needed to upgrade my website, I was wrong. The professionalism was appreciated. The amount of detail really showed me they cared about my business.”
Dillon Graham · Graham Legal, P.A.