Redesigning a law firm's web experience to turn more visitors into claimants — without losing the human side

CEL Solicitors is one of the UK’s leading consumer law firms, handling everything from personal injury to fraud recovery. When I joined as Lead Web Designer, the site was functional but wasn’t doing enough work — people were landing on it and leaving without taking action. The challenge wasn’t just visual; it was about understanding why someone who’d just been scammed or injured would hesitate to make contact, and then designing around that.

I started by going deep into the analytics — where users were dropping off, which service pages had the most traffic but the lowest conversion, and what the heatmaps were telling us about scroll depth and click behaviour. I also took a look at the claims form, which was a key point of friction. The data told a clear story: users weren’t confused about what CEL did — they were uncertain about what would happen to them if they clicked.

That insight shaped everything that followed.

• Ran a full content and UX audit across the service pages, identifying where messaging was too formal or ambiguous for someone in a stressful situation
• Redesigned key service page layouts to lead with empathy and clarity before moving into process detail
• Worked closely with the Fraud, First Response, and I.T. teams to make sure every design decision stayed grounded in how the business actually operated
• Introduced a structured A/B testing process across CTAs and page layouts — moving away from gut-feel decisions toward data-backed ones
• Led the push for full WCAG 2.1 compliance across the site, improving accessibility for a much wider audience

• Led end-to-end web design across the site, from page design through to WordPress development and deployment
• Redesigned the claims form experience based on user feedback and analytics, improving flow and reducing drop-off
• Implemented A/B testing across key service pages to inform layout and conversion decisions
• Led the site’s migration to full WCAG 2.1 compliance, making it accessible to a significantly wider audience
• Worked closely with the Fraud, First Response, and IT teams to keep design aligned with business priorities

• 17% increase in overall user engagement
• 15% increase in engagement on the redesigned claims form
• 10% boost in click-through rates on key service pages