Ironclad Law
A litigation firm needed authority and clarity without the intimidating jargon.
A look at the Ironclad Law interface, designed by Apex.
01 — Project Overview
The brief
Ironclad Law is a litigation firm with a strong track record and a website that read like a legal brief — dense, intimidating, and hard to navigate. Prospective clients, often arriving in a moment of stress, left before understanding whether the firm could help them.
The firm wanted to project authority while feeling approachable, and to make it effortless for the right clients to start a conversation. Clear practice-area paths and plain language were essential.
02 — Project Execution
How we did it
We interviewed partners and recent clients to understand what actually drives the decision to hire, then defined clear practice-area journeys written in plain language. The design is confident and restrained, using a slate accent and disciplined typography to signal seriousness without coldness.
We built structured practice pages and a low-friction intake form, surfacing relevant case results at the moments prospects needed reassurance, and launched with full conversion tracking.
- 01
Discover
Interviewed partners and clients to understand decision drivers.
- 02
Define
Defined clear practice-area paths and plain-language messaging.
- 03
Design
Designed a confident, restrained interface with a slate accent.
- 04
Build
Built structured practice pages and a low-friction intake form.
- 05
Launch
Launched with case-result highlights and tracking.
03 — Project Outcome
The results
Consultation requests rose 33% and intake-form completions jumped 47% as prospects finally found a clear path to reach out. The bounce rate on practice-area pages fell sharply, a sign that visitors were reading rather than retreating.