Here’s what I still need:

  • A case study.

  • Logo feedback (below).

  • Select a photo of Pat (Amanda will send).

Changes for approval:

Header image: has been scrubbed of Subway/Westin/etc. logos that appeared in the original photo.


Bio page: Not a lot of creativity to be done here. It’s your words and my pics for each staff member.


Updated Logo Concepts:

Based on your feedback of leaning more “classy and classic” here are two more mockups. The original logo drafts are below for comparison.


Round 3 Updates


I created a few variations here.

  1. This one, with the photo brought back into focus.


2. Option two has the photo in focus, and a slightly different overlay on the photo. I also reduced the subtext a bit (“We deal with…”)


3. For reference, here’s the original, with the photo slightly blurred.


Mid Section


  1. NW Indiana newspaper logo taken out and replaced with Huffington Post.

  2. Third image swapped out. (Previously had a medical image there

  3. Text swapped out.


Free Consultation (Contact) Page.

(Keep in mind these are screenshots, so the spacing will be more regular than you’re seeing here).



Which we’re calling “Case Studies.” If you want to get to the front page of Google search for “Uber injury” “Uber accident” etc.


last but not least…logos.

Before we begin:

  1. Your logo concepts were created by Josh, who’s a higher up in global brand for Jockey (as in the underwear company) and his designs are seen by millions each year.

  2. That doesn’t mean you have to like any of these. We’ll do revisions until we hit on what works for you.

  3. There are some basics boxes we need to check (logo isn’t too busy, isn’t super out of date), we need to make sure you like the logo. Unattached from the products they’re associated with, the Nike Swoosh and Apples by Southwest, Apple, Microsoft and other iconic brands don’t mean much…they’re just a pretty looking thing. The Twitter logo is just a stock image that was purchased for $5 (really). So let’s land on something you like…your quality of service and expertise is what makes the logo mean something.

  4. The little logo thing is for tabs in browsers.

  5. We can add color.

  6. We can also go more traditional…you’re a younger firm, so we tried a bit more of an abstract (as opposed to a literal set of scales or something) feel.

  7. As of right now, I’m feeling like I want to add “Trial Lawyers” to the logo.

11/5/18 UPDATES

Proposed new header, based on Thursday’s feedback:

  1. Bypasses the email download option and goes straight to booking a consultation.

  2. Due to this, the language has been switched up a bit.

  3. The image has been replaced.

  4. The color pallet is still built off your conference room wall, which serves as the base via an overlay tint of the Chicago River photo (the tint matches the color code of your conference room). The complimentary colors are chosen via design algorithm to match the base color.

  5. Beyond that, one “alerting” color and one “resassuring” color is a good combination. Millions and millions of dollars have been spent studying responses to different colors, and how they catch the attention when you see them briefly (such as driving, on the train, etc). Yellow makes you sit up and take notice, and light blue calms you back down. It’s a good representation of your brand—urgent situations but calm, clear and steady service.

To replace the third photo in the series…


…I’ve selected a few candidates. Preference here?

(Ideally, select two).

To finish main page:

—drop in logo (options coming soon).

—Alter “cases featured in” brand logos.

—Remove testimonial quote from the main page.


—interior pages

—intro vid.

—other videos to be used in other collateral.


Want to make sure you understand the “why” of the layout, so I’ll answer each comment below. At the end of the day, it’s your site and I can adjust anything you like…but I’m here to make you money by making a website that’s going to land customers. Here’s the science behind the following design choices.

 I'm also still not sure about the front page all being a guide a potential client downloads, instead of saying if you are hurt you need to contact us first before doing your own research. (1-2)     

I also dont see the point of random news sites tags just appearing.  If there is no link to a story I'm not sure if we need to keep those there. (3)

I don't think we need a client testimonial on front page.  Unless we rotate dozens, this will become dated very fast.  (4)

Quick recap of the conversation we had while copywriting:

  1. Even the best sites can lose 30%+ of their traffic in under a minute. There’s some things you just can’t control. The visitor comes to your site, then gets a notification on their phone 10 seconds later, and never returns. The dog wants to go out. The insurance company keeps calling. Whatever it is, there are certain people who aren’t even going to stay on the page long enough to understand what you can do for them.

  2. Because people flip around so quickly, the best thing I can do for you to land you more clients going forward is to change the relationship dynamic with potential customers. Rather than just hoping they don’t leave the site and forget to call the office or send an email, we offer to help ease their anxiety. There isn’t one person who’s coming to you in a relaxed state. Every person looking for representation is enduring something difficult, and wants their mental pain to be eased.

    When we offer them something to do that, we get an email address. When they see the F&L name three times as that drip campaign hits (first email immediately, second email two days later, third email four days later), the odds of that person calling for a consultation skyrocket.

  3. Another way to look at this is that any business transaction mirrors a human relationship. So if a guy and a girl lock eyes in a bar, and there’s a chance the girl is leaving with her friends in 10 minutes, the smart guy gets her number.

    After that, the young “relationship” (here just defined as two people having a conversation) moves into the curiosity stage of the relationship.

    Which is why we’ve got logos just below the header. Because that kind of coverage means that you guys have won some high profile cases. I tweaked the layout a bit, which you can review below (added text above the logos, and reduced the size of the customer testimonial, which I’ll get to shortly).

    My business associate Ray is a combat vet who did two tours in Afghanistan. Before he served in the Special Forces, he actually completed a stint in the post card. When asked why he left the Coast Guard and went to the army, he told someone in a meeting last week “I kept emptying a full magazines into the waves that would hit my boat, and nothing would happen. Eventually I got frustrated and joined the army.” Now, there’s a lot he could share when asked that, but that answer works because it peaks curiosity. The same thing with noting what media outlets you’ve appeared in. The logos of news outlets that have covered your stories add credibility, but they also bring a sense of familiarity and curiosity to you as a brand. I’ve added the headline back in for flow.

4. I can definitely see how it feels that way as a business owner to only have one quote, rather than a rotation. But remember that conversation about too many choices leads to lower conversion rates? (Aka you never get the consultation because the person gets distracted and doesn’t ever call?)

Keep in mind, someone is going to go through your entire header in less than 10 seconds. Our job is to keep them on the site and keep them engaged. “Too much” of any one thing will lead to confusion and a site exit.

5. Let’s brighten up the colors. Color schemes were chosen based on what compliments your North Carolina blue style wall. I’ll have some additional color schemes for you shortly. In the meantime, here are some drafts of when I was “thrashing” (just trying out various ideas) in the early stages of design and layout.

Normally, we would put a customer who looks like the target for the business as the lead image. However, your clients could be four or 94 years old, and come from all demographics and walks of life. So the next best thing is to tie the site to your iconic location.

Let me know if anything here stands out.