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Arbor Law had evolved. Its website had not kept pace.
The firm had built a strong reputation for delivering premium legal advice through a flexible model, combining lawyers with international firm and senior in-house experience. But the existing website felt too modest for the firm’s ambition. It looked dated, undersold the breadth and depth of Arbor’s expertise, and did not fully reflect the confidence of a business entering its next phase of growth.
As part of Arbor’s wider transformation project, our founder Simon Marshall joined the firm as Fractional Chief Marketing Officer. The website became one of the clearest opportunities to sharpen how Arbor told its story: to clients, to referrers and to the top-tier legal talent the firm wanted to attract.
The audit gave us a clear-eyed view of where we were and what we needed to do. It was rigorous and honest, creating a genuine foundation for everything that followed.
Ran a full marketing and BD audit. We started with the firm, not the brief. Understanding Arbor’s lawyers, its clients, its competitive position and its growth ambitions gave us the raw material to build something true – rather than something generic.
Distilled the brand essence. ‘Big Law without the baggage’ was not a line we invented. It was a truth we uncovered. The work was in finding it, pressure-testing it, and being confident enough to lead with it.
Built a new tone of voice. Calm, senior, commercially grounded. The kind of voice that speaks to a General Counsel as a peer, not as a prospect.
Created a new brand identity. Typography, visual language and design system – all built to reflect the firm Arbor has become, not the firm it used to be.
Built the new website on that foundation. With brand, TOV and identity locked, the website had clear direction from day one. The result is a site that earns a 100/100 technical health score and A-grade results across performance, accessibility, best practices and SEO.
Getting the positioning right first. A website is only as good as the story it tells. By doing the brand work before the build, we gave design and development something to express – not something to invent.
Treating technical excellence as non-negotiable. A 100/100 Ahrefs health score and a 91/100 PageSpeed result don’t happen by accident. Building from a clean technical base means the early organic visibility is a foundation, not a fluke.
The firm moved with conviction. Brand work stalls when clients second-guess the positioning at the final hurdle. Kate, Sahar, Dan and Ed backed the direction. That’s why it landed.
Building for the next chapter, not the last one. The brief was to reflect the firm Arbor has become. With early organic search traction already building and conversion tracking next in the roadmap, the site is designed to grow.
In the first month post-launch:
The new identity finally looks like us: premium, understated and confident. It's the version of Arbor we'd always had in our heads – we just needed someone to put it on the page. The site launched clean, fast and technically excellent. For us, that matters hugely, as it reflects the standard we hold ourselves to in everything we do.
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