Arizona Law Firm

A complete website redesign for an Arizona estate planning attorney, using AI to identify client pain points and create targeted content that increased conversions by 5x.

When Kerri Jamison Brutto's Arizona estate planning practice needed a new website, the challenge wasn't just design, it was creating content that would resonate with families facing difficult legal decisions. Traditional legal websites often focus on credentials and services, but potential clients needed to feel understood before they'd pick up the phone.

Our approach centered on empathy-driven content strategy. Instead of leading with what the firm does, we used AI to identify the most common questions people ask when searching for estate planning, probate, and elder law services. We organized these questions by practice area under "Get answers to questions like these" sections, betting that visitors would recognize their own concerns and feel confident they'd found the right attorney.

The strategy worked. The redesigned site now converts at 5x the previous rate with no additional marketing spend, just better content that speaks directly to client needs.

Screenshots

Features

What it does

Question-Based Content Architecture

Organized content around common client questions rather than traditional service descriptions, making it easier for visitors to find relevant information.

AI-Generated Visual Assets

Custom hero images and illustrations created with AI tools to show relatable scenarios for Arizona families.

Streamlined Lead Capture

Simple, conversion-optimized contact forms positioned strategically throughout the site to capture qualified leads.

Automated Client Communication

Email confirmation system and notification workflow to ensure prompt follow-up with potential clients.

Performance Analytics

Comprehensive tracking setup to monitor conversion rates, user behavior, and content effectiveness.

Process

How we built it

Brand and Design Foundation

Created authentic branding and visual design that reflected the firm's personal, relationship-focused approach to legal services.

AI-Generated Hero Imagery

Used AI tools to generate relatable hero images showing Arizona families in situations relevant to estate planning and elder care.

Content Strategy Development

Leveraged AI to research the most common questions and concerns of the target audience, then organized this into question-based content sections for each practice area.

Rapid Development

Built the initial version using AI coding tools with a single comprehensive prompt, dramatically reducing development time.

Testing and Optimization

Conducted thorough testing for mobile responsiveness, form functionality, and user experience across devices.

SEO Conversion

Converted the initial React build to static HTML using Cursor AI to improve search engine optimization and page load speeds.

Reflections

What we took away from this project.

What went wrong

The initial build used a React framework optimized for AI coding tools, but this created SEO challenges. Search engine crawlers had difficulty indexing the dynamic content, limiting organic traffic potential. Converting to static HTML resolved these issues and immediately improved search visibility.

What went right

The content strategy hit the mark perfectly. By focusing on client questions rather than firm capabilities, the site immediately felt more helpful and trustworthy to visitors. The 5x conversion rate increase validated our hypothesis that empathy-driven content outperforms traditional legal marketing copy.

What we learned

This project highlighted the limitations of current AI coding tools for SEO-dependent websites. While these tools excel at rapid prototyping, production sites often need manual optimization for search engines. It also reinforced that content strategy matters more than flashy design. Understanding your audience's actual concerns drives real business results.

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