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FOR
Glasgow residents navigating family crises or injury, seeking personal, empathetic legal support.
Case Study: Transforming McCarthy Law’s Digital Presence
We helped McCarthy Law reposition from a cold, corporate solicitor website into a warm, human-centered legal brand that speaks directly to Glasgow families in crisis — tripling consultations and ranking Top 3 for “family law solicitor Glasgow.”
Result: From invisible solicitor site → to Glasgow’s go-to “Personal Justice Advocate” with +175% bookings.
+175%Bookings
3×Consultations
Top 3“family law solicitor Glasgow”
The Challenge (BEFORE Snapshot)
Despite 20+ years of experience, McCarthy Law’s old website didn’t reflect empathy or clarity — two traits clients in crisis need most. The site looked professional, but it repelled the very people it needed to attract.
Audit Findings:
- ❌ Generic headline: “Family Solicitor in Scotland” — emotionless, undifferentiated
- ❌ No photo of Kathleen — trust gap from first impression
- ❌ 5-field contact form, no click-to-call — high mobile friction
- ❌ Slow 4.2s load time, 68% mobile bounce rate
- ❌ Missing local schema and Glasgow content
- ❌ Focused on firm credentials, not client emotions
Result: Low engagement, low consultation rate, and zero emotional connection with potential clients.
The Strategy (Insight + Repositioning)
Using the KenziDev Positioning Framework, we reframed McCarthy Law from a “Family Solicitor” into Glasgow’s Personal Justice Advocate — a trusted human ally for people facing family breakdowns or injury.
PROMISE
“You don’t just need a solicitor — you need someone who listens, explains, and fights for you.”
CATEGORY
Personal Justice Advocate (a category of one)
REASON TO BELIEVE
- 20+ years of personal legal practice
- Direct access — no juniors or gatekeepers
- Offers Legal Aid, clear fees, and honest language
DE-POSITIONING
- “Big firms assign juniors. Kathleen handles your case personally.”
- “Legal Aid shouldn’t mean less care — it means more heart.”
This repositioning redefined McCarthy Law’s message from corporate law to compassionate advocacy, forming the base of all design and SEO decisions.
The Design System (Technical / Visual Approach)
The design system balanced empathy, warmth, and authority — visually signaling “trustworthy human help” over cold professionalism.
Colors
- Deep Teal #1A5F7A — Trust
- Warm Stone #E8E3D5 — Empathy
- Burnt Amber #D97642 — Action
Typography
Poppins (Headings — soft authority) + Inter (Body — clarity & accessibility)
Grid System
12-column responsive grid with 120px padding → calm, readable flow
Imagery
Real photos of Kathleen, Glasgow landmarks, welcoming office scenes
Icons
Minimalist SVG icons — clarity without coldness
Why It Works: The palette and grid invite calm, the typography guides clarity, and every visual builds trust. It doesn’t “sell” legal help — it feels like a conversation.
The Rebuild (AFTER Snapshot)
We rebuilt McCarthy Law’s site as a human-first conversion system, not a brochure.
- Sticky header with click-to-call on every page
- Hero: “Going Through Separation, Injury, or Family Crisis? You Need More Than a Lawyer — You Need Kathleen.”
- Side-by-side “Big Firms vs. McCarthy Law” comparison
- Social proof with real names and testimonials
- “What to Expect” visual process timeline
- Local trust content: “Legal Aid in Glasgow” and “Scottish Divorce Law Explained”
- Blog for search intent queries
- Mobile-optimized contact forms (3 fields max)
- Footer with Legal Aid badge, NAP, and CTA
Before vs After: Before — detached and corporate. After — empathetic, personal, and conversion-ready.
🚀 The Outcome (Metrics & ROI)
| Metric | Before | After | Change |
|---|---|---|---|
| Organic Traffic | 120/mo | 410/mo | +242% |
| Avg. Time on Page | 1m 12s | 2m 48s | +133% |
| Bounce Rate | 68% | 41% | –27% |
| Mobile Conversion Rate | 1.2% | 4.7% | +292% |
| Google Ranking | Page 3 | Top 3 | ✅ |
| Consultation Bookings | 8/week | 22/week | +175% |
“People tell me they felt understood before they even called. They mention my name and Legal Aid right away — it’s transformed how I connect with clients.”
— Kathleen McCarthy, Founder
Why It Worked (Reflection + Differentiator)
This wasn’t a redesign — it was a re-humanization. We rebuilt McCarthy Law’s website using empathy, SEO, and conversion science as one unified discipline.
- SEO as empathy: Optimized for intent, not algorithms.
- CRO as emotional architecture: Every element builds trust.
- Web design for humans: Warm colors, real faces, clear paths.
- Local SEO as local trust: Language, neighborhoods, and tone embedded naturally.
Result: A website that feels like a conversation — and converts like a 24/7 assistant.
Ready to Build Your Own Local Authority?
Let’s turn your law firm’s website into a trusted, 24/7 consultation engine — built with empathy, clarity, and measurable ROI.
Book Your Free Law Firm Audit →