Positioning a solo commercial litigator to compete independently through strategic web design
Role
Product design
UX Research
Wireframing
Framer Development
client
Michael Renaud
Date
June 2026
link
Figma
Overview
Building credibility and generating leads from day one
Michael Renaud is a Geneva-based commercial litigation lawyer who left an established firm to launch his own independent practice. He needed a website that could build credibility and generate leads from day one.
Problem
No online presence as a solo practitioner
No established client base as a solo practitioner
Potential clients couldn't verify his expertise independently
Visitors couldn't quickly tell if he handled their specific situation
Potential clients hesitate before making first contact
Solution
Built a credibility-first website ready to generate leads from day one
Positioned his independence as a direct advantage over larger firms
Specific, checkable credentials over generic legal marketing language
Clear service structure so the right clients immediately recognise themselves
Transparent process section that removes uncertainty before reaching out
Sneak peak of the final design
Research & insight
Understanding how business clients evaluate legal services
Michael's clients are SME owners and founders; people who vet carefully before they commit. Understanding how business clients evaluate legal services shaped every decision on this site.
The lawyer is the product
When there's no firm name to hide behind, the person becomes the entire value proposition. Credentials, experience and personality needed to be front and center.
Proven outcomes matter more than credentials
Business clients don't buy credentials, they buy proven outcomes. The featured cases section exists to answer one question: has he solved my problem before?
B2B clients vet before they call
SME owners don't make impulsive decisions, they research, compare, and look for evidence before reaching out. The website needed to do the convincing before the first conversation.
wireframing
Defining the page structure
Before any visual decisions were made, wireframing mapped how a business client would move through the site, from first impression to first contact. Every section placement was driven by the research findings from earlier.
Final design
Sharp precise, and deliberately minimal
Every visual decision was made to answer one question : does this look like someone I can trust with my business? Sharp, precise, and deliberately minimal, the design positions Michael as an established specialist from the first second on the page, before a doing any of the reading.
Impact
Designed around credibility and conversion
The website was designed around credibility and conversion, giving business clients the proof and clarity they need to reach out with confidence. For Michael, this means a steady flow of qualified leads. Key metrics are being monitored to measure whether the approach is delivering.
A conversion funnel built into the structure
Every section moves the right client one step closer to first contact, from recognition in the hero to proof in featured cases to clarity in the process section.
Credibility that converts cold visitors
Someone with no prior connection to Michael can land on the site, find the proof they need, and reach out, without a referral or personal introduction.
Fully optimized across all devices
Business clients research on the go, the site performs equally well on mobile, tablet, and desktop.
Measuring Success
Inbound consultation requests
Is the site generating leads independently of referrals?
Average time on site
Are visitors engaging with the content or leaving immediately. A direct signal of whether the funnel is working as intended.
Consultation request rate
Of the visitors who land on the site, how many take the next step and reach out, the clearest signal that the design is doing its job.