Key Takeaways
- A website redesign is the starting line. Systematic conversion optimization is what compounds results over time.
- Five targeted CRO tests over roughly three months produced a 60% lift in Free Case Evaluation conversions, even as overall traffic declined.
- Great results come from great partnerships. The traffic and SEO gains in this case were driven by Stephan Spencer’s team at Netconcepts, while Studio1 handled design and conversion optimization.
Yosha Law is a personal injury law firm based in Indianapolis. A few years ago, Studio1 Design partnered with SEO expert Stephan Spencer and his team at Netconcepts to give the firm a complete overhaul: new brand positioning, a conversion-focused website redesign, and a comprehensive SEO strategy.
The results from that initial project were significant. But a great website is never a set-and-forget asset.
After the redesign had been live for some time, we came back in with our Conversion Optimization service and ran five targeted design tests over roughly three months.
The outcome: a 60% increase in Free Case Evaluation conversions, observed during a period when overall traffic to the site had actually declined.
Where It Started: The Original Website
Before the redesign, Yosha Law’s website looked like almost every other personal injury firm on the internet. There was an autoplay background video above the fold that looped endlessly, slowed page load times, and gave every visitor the same generic impression without telling them what the firm actually does for its clients.
The copy was self-focused. The brand name, Yosha, Cook, and Tisch, added cognitive load rather than clarity. Social media icons in the navigation were sending visitors away from the site before they had a reason to stay.
The firm had genuine expertise, real case results, and a distinctive approach to client care. None of it was coming through.
A Three-Part Transformation
The project brought together three areas of expertise: Studio1 handled brand positioning and conversion-focused design; Stephan Spencer’s team at Netconcepts led the SEO and traffic strategy; and the firm worked with Stephan to develop a StoryBrand brand script that shifted messaging from self-focused to client-focused.
Each element reinforced the others. Better positioning made the SEO content more persuasive. Better design made the traffic convert. Better messaging made both work harder.
Brand Repositioning and Website Design (with Studio1)
Before a single page was designed, Studio1’s brand director developed a 12-page mood board establishing the entire visual direction: colour palette, typography, photography style, and the tone the firm should project to a prospective client arriving cold.
The firm was rebranded from Yosha, Cook and Tisch to simply Yosha Law, making it cleaner, more memorable, and consistent with the domain. The autoplay video was removed. Social media leakage points in the navigation were addressed. The home page was rebuilt around what visitors actually need to know: what the firm does, who it helps, and why they are the right choice.
Impact metrics (172 years of combined legal experience, 100+ verdicts, a 98% success rate) were moved above the fold and animated on load to immediately establish credibility. Social proof, video testimonials, and detailed case studies were structured to let visitors see themselves in the outcomes the firm had delivered.
The copy framework shifted to give visitors a clear choice: a competitor who will treat you like a number, or Yosha Law, who will fight for you.
Traffic Strategy (With Stephan Spencer / Netconcepts)
The traffic and organic search growth was driven by Stephan Spencer’s team at Netconcepts. This is where credit belongs, and it’s worth understanding what that work involved because it was a significant part of what made the overall results possible.
Stephan’s team built out a comprehensive SEO architecture based on location and practice area combination pages. Rather than a single locations page, each major city the firm serves (Indianapolis, Fort Wayne, Gary, South Bend) received its own dedicated page. Each practice area (car accidents, truck accidents, slip and fall) was then paired with each location, creating individual pages with unique, persuasive content for each combination.
Blog posts were updated to show ‘last updated’ dates rather than original publication dates, keeping content current in Google’s eyes. Detailed FAQ sections were added to service pages to capture featured snippets and AI search overviews. E-E-A-T signals, including Brandon’s credentials, awards, and authorship, were woven through the content to reinforce expertise and trustworthiness.
The result was a significant increase in organic keyword rankings and sustained traffic growth, which gave the conversion optimization work a solid foundation to build on.
The Conversion Optimization Boost
After the redesigned website had been live and performing well, we audited user behavior and analytics to find where the next level of growth was hiding. Here is what the data showed.
- The testimonials and case study sections on the home page were not giving enough visual emphasis to the most persuasive trust signals: video testimonials and real case outcomes.
- The mobile menu was a standard dropdown. For a firm where most visitors arrive on mobile, this meant key service pages and social proof were buried behind generic navigation links.
- Blog posts were generating organic traffic but not capturing it. Visitors reading legal content had no frictionless path to requesting a Free Case Evaluation.
- The Free Case Evaluation CTA in the sticky navigation was not prominent enough, and the form itself was not optimised for mobile visitors.
- Visitors who browsed without enquiring were leaving with no way to bring them back. There was no exit mechanism to capture that intent.
The goal we set was to increase Free Case Evaluation form entries by at least 20%. The baseline was approximately 19 entries per month, measured from January through November 2024.
Here’s What We Changed
1. Home Page Trust Signals
We redesigned the testimonial and case study sections to give greater visual weight to video testimonials and real case outcomes. In personal injury law, trust is built through proof of other people’s results, not just credentials. Surfacing that content more prominently, and in video format, made the case faster and more convincingly for visitors weighing up which firm to contact.
2. Mobile Menu Optimization
The mobile menu was restructured from a standard dropdown into a focused conversion tool. Using heatmap and analytics data showing where mobile visitors actually went, we rebuilt the menu to surface the most visited service pages first, alongside a client testimonial. A visitor who opens the mobile menu is signalling intent. This change met them there.
3. Blog Post Optimization
Yosha Law’s blog was already driving meaningful organic traffic, thanks to the SEO work. But that traffic was leaving without converting. We added a sticky side form widget on desktop that kept the Free Case Evaluation offer visible as visitors scrolled through legal articles. On mobile, we added conversion-focused blurb sections between content blocks.
Someone reading a detailed article about personal injury law is already in research mode. Placing a relevant, low-friction offer at the right moment shortens the path from curiosity to enquiry.
4. Sticky Call-to-Action
The Free Case Evaluation button in the sticky navigation was made more prominent on both desktop and mobile, and the phone number was increased in size for visitors ready to call directly.
5. Exit Pop-Up
The final test addressed visitors who were leaving without enquiring. An exit pop-up was introduced to capture intent at the last moment, giving those visitors one more relevant reason to act. We also simplified the overall site navigation to reduce cognitive load and keep the visitor journey more focused.
The Results
- +60% increase in Free Case Evaluation conversion rate
- +41.38% increase in active users reaching the thank-you page
- +126.39% increase in average engagement time on the conversion page
- +160.82% increase in mobile views on UX-optimized blog posts
What makes these numbers meaningful: they were achieved during a period when overall traffic to the site actually declined. The conversion lift was not driven by more visitors. It was driven by the same visitors converting at a higher rate.
Free Case Evaluation thank-you page views moved from 30 to 48 when comparing equivalent periods, a 60% increase. Active users reaching that page grew by 41.38%, and average engagement time on the conversion page more than doubled.
Combined Project Results (Redesign + SEO + CRO)
When you look at the full project (redesign, SEO, and conversion optimization working together), the results are even more significant. Here is what Brandon Yosha said on the Marketing Speak podcast when asked about the outcomes:
“I invested heavily in my new website, videos, copywriting, and SEO, and I’m thrilled with the result. Our traffic and inquiries are at all-time highs month after month.”
The podcast intro for that episode, co-hosted by Greg Merrilees and Stephan Spencer, cited 12x increase in conversions overall and 60 new cases signed in the first three months. The traffic growth of over 200% was driven by Stephan Spencer’s team at Netconcepts.
On the case volume specifically: before the project began, the firm had signed 12 motor vehicle accident cases across an entire year. Within a single month after the redesign launched, they signed 12 motor vehicle cases and four premises liability cases and closed the month at 23 total signed cases.
Every business is different. Results depend on market conditions, traffic levels, audience readiness, and many factors beyond website design and conversion optimization. This example is shared to illustrate what a comprehensive approach (brand positioning, SEO, and systematic CRO) can produce in a competitive professional services market. It is not a suggestion that specific outcomes are typical or repeatable.
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What This Means for Your Business
The Yosha Law story is really a story about three things working together. First, a brand and website that finally communicated what the firm was actually capable of. Second, an SEO strategy that put that website in front of the right people. Third, a systematic conversion optimization process that made every visit work harder.
Remove any one of those three, and the results change. The traffic does not convert without the design. The design does not produce results without the traffic. And neither compounds without ongoing testing.
Most professional services firms focus on one of the three. The ones that treat all three as connected and invest accordingly are the ones that see results like this.
Studio1’s Conversion Optimization service is built for websites that already have a solid foundation and want to find the next level of growth inside the existing traffic. If you need the redesign foundation first, we can discuss that too.
Frequently Asked Questions
My website is already redesigned. Do I need ongoing CRO?
A redesign creates a better foundation: clearer messaging, stronger positioning, improved structure. But it is a starting point, not a destination. The Yosha Law CRO work happened months after the original redesign launched and produced a 60% conversion lift from a website that was already performing well. The data that makes good CRO possible only becomes available once the site is live and generating real visitor behavior.
How long does it take to see results from conversion optimization?
Studio1 typically achieves statistically significant test results within 60 days. In Yosha Law’s case, the cumulative effect of five design tests over roughly three months produced a 60% increase in Free Case Evaluation conversions. Timeline varies depending on traffic volume and the scope of changes being tested.
What analytics tools do you use for CRO?
Studio1 uses Microsoft Clarity for heatmaps, scroll maps, and session recordings, alongside Google Analytics 4. These tools show not just what visitors do, but where they hesitate, what they ignore, and where they leave. That behavioral data drives every testing decision.
Ready to Get More From Your Professional Services Website?
If your website has a solid foundation but is not converting at the rate your service deserves, the gap is rarely the product. It is specific friction points in the visitor journey that need to be identified and tested.
Studio1 Design’s Conversion Optimization service identifies exactly where those friction points are and what to test first. If we do not find an improvement in the first 60 days, we refund 100% and run one more test for free.
Claim your free 15-minute strategy call when you are ready to find out where your website is leaving conversions on the table.
