The problem
A NSW-accredited motor-accident medical practice — the doctors who assess injury claims under the SIRA scheme — 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. NSW SIRA scheme rules had to live in the IA — claimants from interstate accidents needed routing into the NSW process without the practice ever being seen to steer them 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 SIRA scheme stages, scheme-clean copy throughout, and a referral form that handled both NSW-resident claimants and interstate claimants whose accident occurred in NSW.
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 — including from interstate enquirers whose NSW accident had left them outside their home-state scheme.