Helping a London law firm win clients' trust first
(Context)
Iridium Law is a boutique London firm covering corporate law, commercial disputes, consumer claims and debt recovery, with over 30 years of combined legal experience.
That means very different visitors. A company director, a consumer with a complaint and a business chasing an unpaid invoice all arrive with different worries. The site had to work for each of them without becoming three separate sites.
Their WordPress site was slow, dated and hard to maintain. We moved the firm to Webflow, redesigned every page and rebuilt the site around the enquiries it needed to win.
+23.5%
increase in new leads site-wide
+12.5%
leads from the new landing pages
40%
faster page load times
+30%
increase in user engagement
Measured after the February 2024 launch, with a notable organic traffic boost across the firm's key service pages.
(Challenge)
For a law firm, the website is the first credibility check. People looking for a solicitor are usually worried. They cannot judge legal skill from a list of practice areas, so they look for other signals: who they would speak to, whether the firm is regulated, and how easy the first step is.
Iridium Law's old site worked against them. Pages loaded slowly, the design had fallen behind the firm's standing, and the structure made it hard for visitors and search engines to find the right service. Every update needed a developer.
The brief: modernise the platform with no downtime, protect the rankings the firm already held, and turn the site from a static brochure into a measurable source of new instructions.
(Solution)
We migrated the whole site from WordPress to Webflow with a full redirect map, so no ranking or bookmarked URL was lost. Webflow removed the plugin upkeep and gave the firm's own team a visual editor they can use safely.
The redesign answers a visitor's questions in the order they ask them. Lawyer portraits sit beside the headline and short messages from named lawyers sit over the main photo, so a client meets the people before the legal detail. Regulator and membership marks move up to just below the first screen.
Each practice area gets a card with a photo and a few plain sentences on what the firm does and who it helps. Every section ends with the same next step: a free 15 minute consultation, with the phone number beside it.
We designed two complete directions, page by page, so the firm could compare whole sites rather than homepage sketches. Alongside the rebuild we added on-page SEO across every service page and new landing pages for the highest-value practice areas.
(Highlights)
Zero-loss platform migration
A full WordPress-to-Webflow move with a complete redirect map, keeping every existing URL, ranking signal and inbound link.
People first, then proof
Lawyers beside the headline and credentials just below the first screen, not hidden on a team page and in the footer.
One next step, everywhere
The same free 15 minute consultation closes every section, so visitors never have to choose between five buttons.
SEO built into every page
On-page SEO across the site, plus new landing pages for key practice areas that delivered a 12.5% lead increase on their own.
Performance as a feature
Page load times cut by 40%, with mobile layouts rebuilt from the ground up rather than patched on.
“We were thoroughly impressed with the migration and redesign of our website. The new Webflow site is not only faster but has improved the way we connect with clients. The team at FlowConverts made the entire process seamless.”
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