For boutique and small law firms

Your firm may be exceptional. Your website should prove it.

I identify the small, costly homepage problems weakening trust—and show law firms exactly what to fix first.

Request a first-impression review See the transformation

Visual Strategy · Website Reviews · Editorial Design

Serving North Atlanta since 1998 Call 770-555-0142

HARTWELL& ASSOCIATES, P.C.

HomeFirm ProfilePractice AreasResourcesContact

Experience You Can Trust

Providing quality legal services to individuals and businesses throughout Georgia.

Learn More

Estate Planning

Wills, trusts, powers of attorney and comprehensive planning services.

Business Law

Providing practical and effective representation for business matters.

Probate

Experienced guidance through probate and estate administration.

Welcome to Hartwell & Associates

Our firm is committed to providing high quality legal representation and personal service to every client. With extensive experience in a wide range of legal matters, we work diligently to understand each client's individual needs and provide effective solutions.

1Generic stock image2Where is the attorney?3“Experience” is not a value proposition4Primary action is buried5Dense, firm-centered copy6No proof before the ask7Navigation belongs to another era

Start with the old homepage

Demonstration case study

A structured review of a small law firm homepage.

Hartwell Legal is fictional; the design conditions are representative.

The study moves from diagnosis, through prioritized recommendations, to a proposed homepage designed to communicate credibility and make contact easier.

Diagnosis · recommendations · redesign

Three views of the same strategic process.

This concise example establishes the method. A full engagement can apply the same analysis across a much larger site.

Existing homepage + review callouts

Diagnostic review of an outdated professional website.

The existing page relies on generic imagery, undifferentiated language and dense copy. The callouts identify both visible weaknesses and missing information.

Serving North Atlanta since 1998 Call 770-555-0142

HARTWELL& ASSOCIATES, P.C.

HomeFirm ProfilePractice AreasResourcesContact

Experience You Can Trust

Providing quality legal services to individuals and businesses throughout Georgia.

Learn More

Estate Planning

Wills, trusts, powers of attorney and comprehensive planning services.

Business Law

Providing practical and effective representation for business matters.

Probate

Experienced guidance through probate and estate administration.

Welcome to Hartwell & Associates

1Generic stock image2Where is the attorney?3“Experience” is not a value proposition4Primary action is buried5Dense, firm-centered copy6No proof before the ask7Navigation belongs to another era

Recommendations + expected outcomes

Each recommendation is tied to a practical benefit.

The middle phase removes the visual noise and states the logic plainly: the proposed change, its rationale and its likely effect.

What to fixWhy it matters / benefit

01Put Elena front and center.

Replace legal stock photography with an authentic attorney portrait.

→Trust begins with a person.

Clients immediately see who will guide them and feel the intimacy of a boutique practice.

02Say who the firm helps.

Replace “Experience You Can Trust” with a specific, client-centered promise.

→Relevance becomes immediate.

The right visitor recognizes their problem and knows they have arrived in the right place.

03Create one dominant action.

Use “Schedule a conversation” consistently from the first screen to the close.

→Interest has somewhere to go.

Less hesitation, fewer dead ends and a clearer path from confidence to contact.

04Bring proof above the fold.

Surface experience, personal attention, client rating and local roots early.

→Confidence forms faster.

Credibility answers doubt before the visitor has time to question the firm.

05Organize services around decisions.

Replace broad practice labels with clear, scannable help for real situations.

→Visitors can self-qualify.

They answer “Can you help me?” in seconds without decoding legal terminology.

06Let the page breathe.

Shorten the copy, strengthen hierarchy and create purposeful white space.

→The firm feels calm and capable.

A clear experience signals clear thinking—the quality clients are hiring.

Proposed homepage

A clearer, more credible client experience.

The proposed page introduces the attorney, states the firm's value with specificity, establishes proof early and provides a direct path to contact.

Proposed direction

Personal counsel for life's important decisions

HARTWELLLEGALEstate & Business Counsel

ServicesAbout ElenaInsightsContactSchedule a conversation

Fictional attorney Elena Hartwell in her office

Clear advice. Personal attention.

Protect what you've built.
Plan what comes next.

Estate planning and business counsel for families and entrepreneurs across North Atlanta.

Schedule a conversationCall 770-555-0142

25+Years of experience1:1Attorney attention★ 5.0Client ratingGARooted in North Atlanta

How we help

Legal guidance for the decisions that shape your future.

Estate Planning

Thoughtful plans that protect the people and priorities that matter most.

Business Counsel

Practical advice for forming, growing and protecting your company.

Probate & Estates

Steady guidance through administration, transitions and difficult moments.

Meet your attorney

Experienced counsel should still feel personal.

Elena Hartwell combines clear legal judgment with the attention of a true neighborhood practice. You will understand your options, know what happens next and work directly with the attorney responsible for your matter.

Ready when you are.Let's make the next decision a confident one.Schedule a conversation →

The redesign resolves the issues identified in the original review.

Discuss a website review

Phase 1 of 3: The old site

Editorial cartoons

Ideas, drawn plainly.

A separate body of original work about artificial intelligence, work, design and the gap between what technology promises and what people endure.

Smart city data center drinking from a town water tower — 01
Smart Cities

Robot seated across from two managers during a performance review — 02
Containment Protocols

AI risk forecast chart rising toward chaos — 03
AlphaForecast 4.0

Robot working at the legal desk in a law office — 04
Legal AI

Technology leaders confronted by an uncooperative AGI genie — 05
The AGI Genie

Robot therapist listening to a person discuss obsolescence — 06
Obsolescence

Robot asking a human coworker about Mondays — 07
Mondays

People shining a flashlight on an AGI robot casting a monstrous shadow — 08
AGI’s Shadow

Business executive reporting that he failed the Turing Test — 09
The Turing Test

People toast a new product launch as a giant wave labeled stop approaches — 10
Unintended Consequences

A nervous person faces a robot-run human verification test — 11
Human Verification

About Austin

I study what prospective clients see before a firm gets the chance to explain itself.

I’m a Peachtree Corners–based visual strategist, website reviewer and editorial designer with more than twenty years of experience in creative direction, publishing and illustration.

I focus on boutique and small law practices whose expertise has outgrown their website—combining blunt diagnosis with a clear, practical and beautiful path forward.

My wife, Cary, and I have lived in the Peachtree Forest community for more than a decade, and much of my career has been rooted in Peachtree Corners and neighboring Norcross.

Tell me what is not working

Start with the truth

Let’s see what your law firm’s website is really saying.

Send the URL and the main problem you suspect. I’ll tell you where I would begin.

Request a first-impression review