Professional Services
Northgate Legal +142% enquiry form submissions
A 14-partner firm with strong search traffic and almost no enquiries. We rebuilt the site around how clients actually choose a solicitor.
Project snapshot
- Client
- Northgate Legal
- Market
- Professional Services
- Scope
- Website Redesign, UI/UX Design, Web Development
The challenge
What was going wrong.
Northgate ranked well for several high-value legal terms in the North West, but the site converted almost none of that traffic. Enquiries arrived by phone during office hours only, service pages read like internal documents, and there was no way for a prospective client to understand cost or next steps without calling.
The new experience
Authority without the legal friction.
A more direct, composed interface makes complex services easier to navigate and gives prospective clients a clear route from first concern to the right legal team.
The approach
What we did about it.
- 01
Interviewed four fee earners and six recent clients to find the real decision points: cost certainty, response speed, and whether the firm had handled a matter like theirs before.
- 02
Restructured every service page to lead with the client situation, then outcome, then process, with fee guidance made explicit rather than hidden.
- 03
Replaced the single generic contact page with a matter-specific enquiry flow that routes to the right team and sets a response-time expectation.
- 04
Rebuilt the front end for speed: LCP moved from 4.1s to 1.6s on mobile, which alone lifted the number of visitors who reached the enquiry form.
The result
Measured from the client's own analytics.
- Enquiry form submissions
- +142%Enquiry form submissions
- Mobile LCP, down from 4.1s
- 1.6sMobile LCP, down from 4.1s
- Bounce rate on service pages
- −38%Bounce rate on service pages
- Instructions traced to the new site in month one
- 9Instructions traced to the new site in month one
Results are based on client analytics and operational data after launch, compared with the previous website where a baseline was available. Outcomes vary by business, market and traffic quality.
In the client's words
“We were getting traffic and almost no enquiries. Craftnor rebuilt the site around how our clients actually make decisions, and the enquiry form now does the work our reception used to.”
Verified client feedback