A professional services site that reads like a person wrote it

Kettleby are unusually straightforward people whose website made them sound like every other firm on the street. The gap between meeting them and reading their site was doing real damage.

Scope: Branding, UX/UI design, Webflow build

The problem

Thirty-one practice area pages written by thirty-one different people over ten years, indexed by internal department names that meant nothing to anyone outside the building.

What we did

We reorganised the site around client situations rather than the firm organisational chart. People do not arrive looking for the Commercial Disputes department, they arrive because a supplier has stopped paying them.

One voice, one template

Every practice area was rewritten to a single structure: the situation, what happens next, who handles it, what it costs. Same shape every time, so the second page you read is faster than the first.

Named people, real photographs

Profiles lead with the person and the kind of work they take on rather than a list of qualifications. The qualifications are still there, further down, for the people who want them.

Plain English, checked

Every page was read back by someone outside the firm. Anything that needed explaining got rewritten rather than footnoted.

Where it landed

Enquiries now arrive naming the situation rather than the department, which means they reach the right person first time.