The days of using gavel icons and looking like a phone-book directory are over. Companies need a website that feels sharp, modern, and clean, and neatly organizes a lot of content, without overwhelming your visitors.
At Hennessey Digital, we believe you shouldn’t have to choose between looking good and generating business. Performance Design is our way of ensuring your website accomplishes both. It’s part art, part science, and completely focused on design decisions that drive measurable results. It’s part of our secret sauce to your law firm digital marketing.
(Please, don’t do this…)
So, What Exactly Is Performance Design?
Your website is your digital storefront. It’s the first impression potential clients get when researching your firm. Just like your office lobby, it should welcome, impress, and immediately signal visitors that they’re in the right place.
Performance Design guarantees that a first impression isn’t just attractive, but also effective for your business.
Our Four Core Pillars To Law Firm Website Design (That Actually Matter)
1. Purpose-Driven Creativity
We don’t do design for design’s sake. Everything we create for your website serves your business objectives. When we add an element to your page, we’re asking ourselves, “What does this do for your firm?” The answer should do more than “it looks nice”; it needs to engage visitors, build trust, and convert the right leads.
2. Measurable Outcomes
You can’t improve what you don’t measure. That’s why when we approach web development for your law firm, we establish clear metrics from the start, then test, track, and continuously optimize. We monitor how users interact with your site, track conversion points, and analyze behavior patterns to refine the experience over time. This data-focused approach is why many of our clients see significant improvements in qualified lead generation, with some experiencing increases of 20-25% after implementation.
3. Form and Function in Harmony
A beautiful site that confuses visitors is a beautiful failure. We map user flows, conduct tree-testing, and prototype walkthroughs to make certain every menu label, page hierarchy, and button guides prospects toward the next logical step. In fact, Hotjar research shows that 35% of users cite confusing navigation as a primary reason for abandoning a site, highlighting the value of clear, intuitive menus and pathways. Hennessey Digital’s philosophy is simple: no digital dead ends – every click moves users closer to engaging with your firm.
4. Continuous Optimization
Websites are never truly finished. Trends change, algorithms shift, and user expectations evolve. Performance Design for your website isn’t a one-time project, it’s an ongoing process of refinement that keeps your site converting at its best. We schedule regular performance audits and content reviews, and leverage analytics insights to make design tweaks that maintain momentum and ensure your site stays ahead of the curve.
Website Design Moves That Actually Make a Difference
These aren’t just theories, they’re data-tested strategies we use when designing for law firms:
Visual Hierarchy That Makes Sense
We structure content to help users understand what matters most, and fast. Nobody wants to scroll through walls of text just to see if you handle their type of case. Strong headings, consistent color usage, and intuitive flow make your site feel easy, not overwhelming. We break this down more on our law firm web design page.
Strategic CTA Placement and Design
Effective websites don’t just look good, they guide users toward taking action. According to research from HubSpot, using bright, contrasting colors for CTA buttons can increase conversion rates by up to 21%, with red and orange buttons often outperforming other colors across industries..
During redesigns, we recommend placing interstitial CTA blocks at natural breaking points throughout longer pages, which can increase engagement by giving users relevant next steps exactly when they’re most receptive.
Our clients have generated over $1billion in new leads and verdicts with the help of our marketing services. We’d love to help you grow your brand, traffic, and leads.
Work With Hennessey Digital Today
Prominent Contact Information
Users expect quick and easy access to your contact information, and will leave a site immediately if they can’t figure out how to reach you. That’s why we clearly display your phone number on desktop, while using a simple “Call Now” button on mobile, recognizing that mobile users are already on a device they can call from.
Responsive and Accessible? Non-negotiable.
If your site doesn’t function properly on mobile, you’ve already lost potential clients. And accessibility isn’t optional, especially for firms dealing with disability, elder law, or personal injury. We design with everyone in mind, ensuring your site looks great and functions properly no matter the device. More on that here: Law Firm SEO.
Data-Driven, All the Way
We don’t guess; we measure in order to understand. We can A/B test anything from CTA buttons to form placements. This type of methodical approach ensures that design decisions are based on actual user behavior, not assumptions or trends. Curious how this plays out in real life? Dive into our process on the CRO Agency page.
Trust-Building Imagery
High-quality images of real people play a critical role in establishing trust online. A study by VWO found that replacing generic images with photos of real people increased conversion rates by over 95% in some cases. Similarly, research published in the International Journal of Human-Computer Interaction concluded that website credibility is significantly influenced by visual appeal, including the use of authentic imagery. We incorporate photography that showcases your firm’s human side: real attorneys, real staff, real results. Smiling faces are particularly effective at building rapport and prompting visitors to take action. When stock photography is necessary, we choose visuals that feel genuine, diverse, and contextually relevant. We avoid clichés like handshakes, gavels, or overly staged office scenes. Every image, graphic, and visual asset we select supports your firm’s tone and values while maintaining a cohesive and professional visual experience.
Sometimes the Smallest Changes Pack the Biggest Punch
Here’s a perfect example of why we test everything.
A personal injury firm’s homepage was getting solid traffic, but conversion rates felt stuck. During our audit, we noticed their primary CTA button used a light orange that didn’t provide strong contrast against the background.
Our hypothesis was simple: darken the orange to enhance visibility, helping ready-to-act visitors quickly find what they need. We A/B tested the change across their homepage traffic:
- Original light orange button: 90 form leads from 34,952 sessions (0.26% conversion rate)
- Darker orange button: 122 form leads from 36,663 sessions (0.33% conversion rate)
Result: A 27% increase in form submissions from a simple color adjustment.
That’s 32 additional qualified leads per month without spending another dollar on advertising or creating new content. For a busy personal injury practice, those extra leads can translate to multiple new cases and significant revenue growth – all from removing a tiny barrier preventing interested visitors from taking action.
Smart. Stylish. Strategic. Your Website Should Check Every Box
Your law firm’s website isn’t merely a digital business card. It’s your first impression, virtual office, and your always-on intake partner.
Performance Design ensures that this critical business tool does more than just look good. It works for you, building trust among prospective clients, improving conversion rates, and growing your firm sustainably over time.
Want a site that’s more than just a pretty face? Let’s talk. We’ll show you what Performance Design looks like in action and why it’s the smart way to build your next big win online.
For more insights on combining design with strategy, check out our take on The Hidden Costs of Over-Optimizing for Conversion.