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Concept Ashby & Rourke · Law firm · Los Angeles
A personal injury law firm website, styled on L.A. freeway signs
An injury firm site built on freeway signs, with a four-step free case review that a lawyer reads.
The brief
Ashby & Rourke is a made-up personal injury firm in Los Angeles: four lawyers who handle crashes on L.A. roads, falls and wrongful death cases.
People find a firm like this on their phone, often days after a crash, hurting and unsure whether they even have a case. They need to see fast what the firm handles, believe that a real lawyer will call back, and start without a long form.
- Industry
- Law firm
- Type
- Website
- Pages
- 12
- Fonts
- Overpass
- Colors
- Guide greenSign yellowAsphaltConcrete
The idea
Los Angeles freeway signs
Every driver in L.A. reads the green guide signs without thinking, and most of this firm’s clients were hurt on those roads. The site borrows the whole sign system: Caltrans green panels with a white inset border, Overpass type (drawn from the Highway Gothic sign alphabet), practice areas as exit signs, mile markers for the case timeline, and the yellow roadside call box for the phone number.
Design decisions
Practice areas are exits
Each kind of case is an exit sign with its own number, so “Pick your exit” does the job of a services menu. Every exit opens a page with what the firm handles, common questions and the other exits.
Start small, then the full form
A three-question starter on the home page hands its answers to the full case review, so nobody faces a long form first. The review itself is four short steps.
Help before the sale
“Just crashed? Do these six things” and a timeline from the crash to the check answer the questions people have before they’re ready to call.
No invented wins
Law firm sites lean on settlement numbers and reviews. This one shows where they go, but every result and review is labeled Sample, because the firm doesn’t exist.
What’s built
- Four-step free case review: what happened, when and where, a short description, how to reach you
- Three-question case starter on the home page that carries into the full form
- Eight practice-area pages with their own questions
- A six-step checklist for right after a crash
- Case timeline from the crash to the check
- Attorney page with three written promises
Pages to try
Everything works in the browser. Forms and checkout don’t send anything.
Want one like it?
A site like this starts at $5,000.
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