The problem
A multi-state compulsory-third-party medical practice — the doctors who assess motor-vehicle injury claims — had a website that read as bureaucratic and did not communicate why a claimant should engage. Inbound consults from website channels were under 8% of total intake.
The constraint
Claimants navigating motor-accident schemes aren't shopping — they're scheme-walking, often months in. Copy that reads like clinic marketing misses where they are. Three different state schemes had to live in the IA, with the practice never being seen to steer claimants away from their statutory rights — a structural problem most agencies don't even map before they ship.
The approach
Editorial-grade brand redesign and full website rebuild. Plain-English explainers of the scheme by state, scheme-clean copy throughout, and a referral form aligned with each state's intake protocol.
The outcome
Qualified consults from website channels grew 187% inside two quarters and held that level into the third. Referrer-side feedback reported the new explainers had reduced ‘what do I do next’ calls from claimants by an estimated half.