Flack Injury Law
Conversion-Focused Website Redesign
UI/UX Design · Homepage & Practice Area · Figma · Conceptual Redesign
Overview
This project explores a conceptual redesign of the Flack Injury Law website, focusing on improving clarity, trust, and conversion for high-intent users. The work reflects real-world constraints and a realistic legal marketing brief, completed independently to demonstrate design thinking, UX strategy, and system consistency.
Context
Flack Injury Law is a Georgia-based personal injury firm serving clients across the Metro Atlanta area. Visitors to legal websites are often under emotional stress and time pressure, making clarity, reassurance, and credibility critical.
The existing site contained strong information but felt visually dense and fragmented, with multiple competing calls to action and heavy content sections that could overwhelm users.
Problem Statement
How might we redesign the experience to:
Reduce cognitive load during high-stress moments
Build trust quickly and naturally
Support conversion without interrupting reading flow
Modernize the interface while maintaining legal credibility
Goals
Homepage Redesign
Structure & Flow
The homepage was designed as a calm narrative:
Trust → Credibility → Human connection → Services → Reassurance → Action
Spacing, typography, and rhythm guide users forward without forcing interaction.
Navigation & Hierarchy
The navigation was simplified to reduce competing priorities and clarify the primary conversion path. Core informational links remain accessible, while emphasis is placed on a single primary CTA: Free Case Review.
This supports faster decision-making during moments of uncertainty.
Practice Areas
Practice areas were presented using structured, modern cards to improve scannability without overwhelming users. The design creates visual anchors while maintaining a restrained, editorial tone.
Conversion Strategy
Rather than isolating conversion into a single section, calls to action were distributed throughout the page at natural decision points.
Both “Free Case Review” and “Contact Us” route to the same form, allowing language to match user intent while maintaining a single conversion path. This supports open flow by letting users act when they feel ready.
Social Proof
A single testimonial was used to reinforce trust without slowing the experience. Credibility is built cumulatively through experience markers, process clarity, and consistent messaging across the page.
Car Accident Practice Area Page
Overview
Redesign a high-intent practice area page to provide immediate clarity, reassurance, and transparency around the legal process.
Focused Entry Point
The page opens with a clear, location-specific headline and immediate CTA to establish relevance and authority without visual clutter.
Content Reduction & Clarity
Redundant sections from the original page were removed to reduce overwhelm. The content was refocused on what users need most:
What qualifies as a case
How the process works
What happens next
Process Overview
A “What Comes Next” section outlines the legal journey in plain language, avoiding legal jargon. Breaking the process into steps reduces uncertainty and builds trust during a stressful moment.
Visual Continuity
A subtle image fade transitions the page from emotional context into informational content, maintaining continuity without abrupt visual breaks.
Outcome
The redesigned experience prioritizes clarity, trust, and conversion by:
Reducing visual and cognitive noise
Guiding users using open-flow principles
Replacing pressure with reassurance
Creating a scalable system across pages
This project represents an exploratory redesign completed independently to demonstrate UX strategy, visual hierarchy, and conversion-focused design.
