Calderon Law Firm

Brief

Calderon Law Firm is a Houston-based personal injury law practice dedicated to offering accessible and equitable care to clients who need it most. While the firm had established a solid reputation for quality care and fast results, they needed a digital presence that effectively communicated their unique approach. They also needed web infrastructure that could scale with them as they grow. 

We needed to develop a website that reflected who they are, why they’re unique, and make it easier than ever for them to attract the people who needed their services. Calderon Law Firm had never done any kind of brand messaging, so we started by codifying their core values and value propositions to create a clear foundation.

The challenge

In an industry often reduced to big billboards and empty promises of "big results," Calderon Law Firm needed to stand out for their authenticity. The firm's dedication to transparency and personalized care needed to be apparent from the first digital interaction.

We identified early on that there were challenges that often kept their audience from seeking the help they needed: Calderon’s customer base spoke a number of different languages, they didn’t always trust legal and medical professionals, and they were often concerned about attorney fees. In line with Jose’s mission, we needed to address these barriers and create a web experience as innovative and inclusive as the organization itself.

How we did it

1. Establishing a clear foundation for the Calderon brand

Before designing a single page, we conducted comprehensive brand messaging sessions with the Calderon team to establish their core identity. First, we developed unique customer personas to identify the audience(s) to which the website would need to speak. Then, through collaborative workshops, we developed:

1. Their mission statement

2. Their vision statement

3. Core brand values

4. Messaging that positions them within their industry

5. Powerful taglines for digital and print advertising

These foundational elements help ensure that every piece of copy on the Calderon website is speaking directly to the people it needs to reach, addressing audience pain points wherever possible, and establishing Calderon as the answer to their problems. 

2. Addressing diverse user needs

Based on our persona research, we mapped the client journey for different scenarios, identifying key questions potential clients would ask at each stage:

We structured the site architecture to address these questions progressively, with multilingual content that specifically addresses the concerns of both personas, and content that moves users along their stage in the buyer’s journey, with information changing to meet them where they’re at. 

A few high-level strategies for this include:

• The creation of clear, straightforward navigation paths based on case types

• Jargon-free content that explains complex legal concepts in accessible language

• Persistent calls-to-action, with quick consultations always in reach

• Intuitive mobile design for clients researching while at hospitals or on the go

3. Emphasizing transparency and trust

Understanding that both of our buyer personas had trust concerns, we prioritized transparency about the process throughout all site copy — but this doesn’t mean we speak to both buyers in the same way. Our first persona had concerns primarily about her schedule and the costs, while our second persona had issues trusting the so-called experts in any field. 

We wrote our content to directly address both of these clients’ concerns about the legal process, with:

• Step-by-step case process explanations

• Clear outlines of what clients can expect at each stage

• Transparent discussion of fee structures with "no win, no fee" language always prominently featured

• Frequent use of client testimonials highlighting communication quality and personal attention

• Reviews in multiple languages to build trust with diverse communities

4. Leveraging technology to prioritize accessibility

To support Calderon's commitment to innovation and inclusivity and better support the diverse needs of their clients, we integrated several technological features that simplify the client experience:

• Streamlined, simple intake forms that allow potential new clients to connect with Calderon, fast

• Multilingual translation of the entire site to serve Calderon’s diverse customer base

• Aside from our passion for accessibility, The American Bar Association cites accessibility as a moral obligation and a legal requirement — which is why we built the site with WCAG 2.1 Accessibility Standards as our north star.

The site makes sure that every user knows what Jose and Calderon Law Firm are about, and these features help make sure that anyone who needs help from Calderon can access their services without barriers or delays.