Websites & landing pages
We build the site a parent reads at two in the morning on a phone, and the one you audit when you want to know where the inquiries went. The first needs the fastest, calmest, least demanding path to a conversation. The second needs every inquiry to arrive tagged, timestamped and traceable to your case management system.
The parent at 2am and the referring lawyer, on one site
What we change first, and why that order
A rebuild is rarely the answer and it is always the most expensive one. The order below is what actually moves signed cases, cheapest first.
First, the path from landing to a human. Most firm sites bury the phone number below the fold on mobile and ask for eight form fields. Fixing both is a day of work and it is usually the largest single movement in the whole engagement.
Second, what happens after the form. A page that says what happens next, with a timeframe, converts better than one that says thank you. If the timeframe is not true, fix the intake before you fix the sentence.
Third, the practice-area pages themselves. A parent reading at two in the morning wants to know whether what happened to her child is the kind of thing that gets a case. That is a writing problem, not a design one.
Fourth, and only fourth, the design. If the first three are wrong, a redesign moves a conversion rate by a tenth while your first-response time sits at four hours.
engagement does not start.| Metric | Budget | Why this number |
|---|---|---|
| Largest Contentful Paint, mobile, 75th percentile | Under 2.0 s | Field-measured. Lab scores flatter every site ever built. |
| Interaction to Next Paint | Under 200 ms | A form that lags on a distressed user loses the inquiry. |
| Total blocking time | Under 150 ms | Third-party tags are the usual cause; each one has to justify itself. |
| Render-blocking third-party requests | Zero | Fonts self-hosted, critical CSS inlined, no CDN in the critical path. |
| WCAG conformance | 2.2 AA, keyboard-verified | A site about injury that excludes disabled users is self-refuting. |
| Field | Keep? | Reason |
|---|---|---|
| Name | Yes | Needed to open a file and to speak to a person by name. |
| Phone or email, their choice | Yes | Forcing a phone number costs completions from people not ready to be called. |
| State | Yes | Determines jurisdiction, disclosures, and whether the firm can act at all. |
| Short free-text description | Yes | Carries most of the screening signal in a single field. |
| Date of birth of the child | On the call | It is the single most decisive screening fact and the most distressing one to type into a form. |
| Hospital, provider, diagnosis, insurer | On the call | Each of these on the form measurably reduces completions and none of them changes the first decision. |
What you own
The site, the code, the analytics property, the ad accounts and the content are yours, in your accounts, in your name, from the first day. There is no proprietary platform to be locked into and no licence that lapses when the engagement ends. If you leave, you take everything and nothing breaks. We consider that table stakes; it is worth stating because in this industry it is not universal. Audit your current site free →
What we report
| Metric | Role | Reported as |
|---|---|---|
| Inquiry → signed case rate by landing page | Primary | Headline. Page-level, not site-level. |
| Mobile conversion rate | Primary | Reported separately. Most of this audience is on a phone. |
| Largest Contentful Paint on mobile, at the 75th percentile | Guardrail | Field data, not a lab score. |
| Form abandonment by field | Diagnostic | Shows which question is costing you inquiries. |
| Sessions, bounce rate | Operational | Appendix. |
| Phase | Length | What happens | What you get |
|---|---|---|---|
| 0 · Diagnostic | 3 weeks | Market sizing from our data, audit of current spend against cost per signed case, screening-capacity model | A written plan and a decision. Credited in full against the first three months of any retainer. |
| 1 · Instrumentation | Weeks 1–4 | Tracking rebuilt so every inquiry carries its source through to the case management system | A funnel you can audit. Nothing is optimised before it can be measured. |
| 2 · Build | Weeks 3–10 | Channel build, creative, landing pages, intake scripts and screening rubric | Assets you own outright, in your accounts, under your name. |
| 3 · Operate | Ongoing | Weekly optimisation against cost per signed case, monthly against cost per case surviving review | A monthly report that leads with signed cases, not impressions. |
When this is the wrong service for you
If your current site converts and is fast, do not rebuild it, instrument it and fix the intake path instead. A rebuild that moves conversion rate by a tenth while your first-response time sits at four hours is money spent on the wrong end of the funnel. Start with speed-to-lead and run the free audit before you sign anything with anyone, including us.
Related
Paid search & Local Services Ads
The most expensive inventory in legal, bought against a signed-case target rather than a click target.
Paid social
Demand creation for a population that does not know a claim may still be live. Handled without exploiting grief.
SEO & AI search
Built to be quoted by answer engines, not only ranked by search engines. Both are measured separately.
What this costs → · Book a call → · Read the free library first →
Authorship & review
- Author
- Birth Injury Marketing. About the company.
- Last reviewed
- Legal review
- Not yet assigned. This page describes marketing practice, not law, and gives no legal advice. Rules cited are linked to the primary source so you can read them directly. See Editorial Standards.
- Corrections
- Found an error? Tell us and it goes in the dated corrections log, whether or not it flatters us.