Website Design
FSSP Law Website Design
Designed and developed a conversion-focused website for Fitzpatrick Santos Sousa Perugini P.C. to support lead generation, strengthen local visibility, and drive new client acquisition across key Connecticut markets.
Role
UI/UX Designer
Timeline
12 weeks
Tools
Figma, Duda, Adobe Creative Suite
The Problem
Fitzpatrick Santos Sousa Perugini P.C. needed a strong digital presence to compete in a highly competitive legal market and consistently generate new client leads. Without a clear, conversion-focused website and supporting digital strategy, potential clients had no streamlined way to discover the firm, understand its services, or take action.
Business Goals
- Generate new client leads across key service areas
- Increase local visibility in Naugatuck, Waterbury, and Ansonia
- Establish credibility and trust through a professional online presence
- Support marketing efforts across SEO, Google Ads, and Local Service Ads
- Create a website that serves as a primary conversion tool
User Goals
- Quickly understand the firm’s services and areas of expertise
- Find clear contact information and take action easily
- Feel confident choosing a trustworthy, experienced law firm
- Access information that is easy to read and navigate
- Connect with the firm quickly, especially in time-sensitive situations
Research & Insights
An analysis of the legal services market and user behavior revealed key opportunities to improve visibility, trust, and conversion. The focus was on understanding how potential clients search for legal services, what information they need to feel confident, and how to reduce friction in high-intent decision moments.
High-Intent, Urgent Users
Users often search for legal services in time-sensitive situations, prioritizing speed, clarity, and immediate access to contact information.
Trust Drives Decision-Making
Potential clients rely heavily on credibility signals like reviews, professional presentation, and clear messaging before reaching out.
Local Visibility is Critical
Law firms depend on strong local presence, making SEO, Google listings, and location-based content essential for discovery.
Simplicity Increases Conversions
Clear navigation, concise content, and easy-to-find calls-to-action help users take the next step without hesitation.
The Strategy
The strategy focused on creating a clear, conversion-driven experience that helps users quickly understand the firm’s services, build trust, and take action. This included simplifying the site structure, prioritizing key information like practice areas and contact details, and ensuring strong calls-to-action were consistently visible throughout the experience. In addition, the website was designed to support a broader digital marketing strategy by strengthening local SEO, aligning with Google Ads and Local Service Ads, and making it easy for users to convert from high-intent search traffic. Every element was intentionally designed to reduce friction, increase credibility, and drive new client inquiries.
The Final Solution
The final website delivers a clear, professional, and conversion-focused experience that helps potential clients quickly understand the firm’s services, build trust, and take action. By simplifying navigation, prioritizing key information, and aligning with local search and advertising efforts, the site supports consistent lead generation and long-term growth.
Clear Path to Contact
Contact information and calls-to-action were prioritized throughout the site, making it easy for users to quickly reach out, request a consultation, or take the next step without friction.
Trust-Driven Experience
The design emphasizes credibility through clean layout, professional imagery, and clear messaging, helping users feel confident in choosing the firm during high-stakes decision moments.
Creative Project Manager
Develomark
2026–Present
Lead cross-functional web projects from kickoff to launch, managing timelines, client communication, and deliverables. Guide UX strategy and design direction to ensure user-centered, high-performing websites while collaborating with internal teams to streamline processes and maintain quality standards.
Prioritize Immediate Contact Access
Phone number, contact forms, and calls-to-action were made highly visible and consistently placed to support users who need to act quickly in time-sensitive situations.
Structure Content Around Practice Areas
Services were clearly organized by practice area, making it easier for users to quickly identify relevant legal support and navigate to the information they need.
Design for Trust and Credibility
A clean, professional layout combined with strong messaging and visual consistency was used to establish authority and build confidence early in the user journey.
Align Design with Local Search & Ads
Page structure, content hierarchy, and landing experiences were designed to support SEO, Google Ads, and Local Service Ads, ensuring users from high-intent searches could easily convert.
Key Design Decisions
Measurable Outcomes
3,226
Unique Visitors Since February 2026
68
Form Submissions Since February 2026
140
Click-to-Calls Since February 2026
Learning & Future Steps
This project reinforced the importance of designing for urgency and trust in high-stakes industries like legal services. Creating a clear path to action, simplifying complex information, and prioritizing credibility proved essential in helping users feel confident and take the next step quickly. It also highlighted how closely UX, SEO, and paid media need to work together to create a cohesive, conversion-focused experience.
Moving forward, I would focus on analyzing performance data such as user behavior, conversion rates, and lead quality to validate and refine the design. I would also explore opportunities to optimize key landing pages for specific practice areas, further improve local SEO visibility, and continue iterating on the user journey to better support users coming from ads and high-intent searches.