Ansons Law

Ansons Law is an independent firm of solicitors in the Midlands, with teams for businesses and for families: wills and probate, family law, property, employment, disputes, corporate and commercial. We have worked with them for a good while now, and in that time we have touched almost everything the public sees. The brand, the website, the CRM behind it, the brochures on the desk, the mugs in the meeting room and the answers people get when they ask an AI tool for a solicitor.

This is the long version of how that fits together.

Brand first

It started with the brand. Ansons had strong people and a good reputation, but the look did not match the firm they had become. We developed a new mark, a bold "A" that doubles as a monogram, with a set of lockups for every shape and size, from a favicon to the side of a building. The palette is built around a confident teal and a deep ink, with DM Sans doing the heavy lifting in type.

All of it went into a proper set of brand guidelines, so the firm's own team, printers and suppliers can use it without guessing. Then we rolled it into the everyday things: letterheads, compliment slips, business cards, document templates, Teams backgrounds, social banners and avatars. The tone of voice got the same treatment. Plain English, warm, no legal fog.

On the walls and on the desk

A brand is only real when you can touch it. We designed the reception signage and wall graphics, pull-up banners and flags for events, and a range of merch that people actually use: mugs, notebooks, flasks and, for the summer events, sunglasses.

It is the same teal, the same mark and the same voice whether you are sitting in reception or walking past a stand at a local event.

A website rebuilt on HubSpot

The website is where most clients meet Ansons first, so it got the biggest rebuild. We designed and built a new HubSpot theme from the ground up, with a shared set of components (buttons, cards, video, FAQs, team roundels, enquiry bands) so every page looks like it belongs to the same firm, and new pages can be made quickly without breaking anything.

Then we rebuilt the site page by page. 44+ service and firm pages, each one written to answer the real question in its first few lines, with an "In short" summary, question-led headings, the team behind the service and a way to get in touch on every screen. Practice areas for individuals and for businesses. Sector pages for the industries Ansons knows well, such as healthcare, education, agriculture and transport. A page for every office, with a real map pin and a tap-to-call button on phones. A new header with a mega menu and a call button that asks which office you want. A new footer. Fonts hosted on the site itself so pages appear faster on a slow phone.

The people behind the firm

Clients choose a solicitor, not a logo, so the people pages mattered. We built a new profile template and moved 51 solicitor profiles onto it, each with a new full-colour portrait, a short "at a glance" summary, their areas of expertise, their experience, video where they have it, and a clear way to email or call them directly.

A searchable Our People directory ties it together. You can search by name, role or specialism, or pick a department and see the whole team.

Insights, and a home for Legally Sound

Ansons publish a lot of useful legal guidance. We redesigned the Insights blog so it reads like a proper resource: topics you can filter, a short "In short" answer at the top of each article, key terms explained, FAQs, related reading and the writer's details.

Legally Sound is Ansons' own podcast, hosted by the managing director, with solicitors talking through the situations that bring people to a lawyer. We designed its brand (a play-button mark and lockup, end frames for every video shape), built a video and podcast hub on the website that pulls in the latest episodes from YouTube, and turn episodes into blog posts so the good bits get read as well as watched.

HubSpot CRM and reporting

Behind the website sits HubSpot CRM, set up around how Ansons actually wins work. Every enquiry form feeds it. The pipeline is organised by practice area, so the directors can see open and instructed work across the firm in one view. And reporting shows where enquiries come from, including a separate line for visits referred by AI tools such as ChatGPT, which is where the headline figure below comes from.

Built for how people search now

More and more people ask ChatGPT, or read Google's AI Overview, before they ever click a link. If the AI does not know you, it names someone else. So the whole rebuild was written with that in mind. Plain answers near the top of every page. Question-led headings. Structured data that tells machines exactly who Ansons are, what they do, who works there and where. Consistent details across the web. And a monthly check of what the AI tools actually say when you ask them for a solicitor.

It is working. Visitors from ChatGPT became enquiries at 10.3%, against 0.78% from organic search, over 90 days. And in a September 2026 check, Google's AI Overview named Ansons first for niche searches such as "pharmacy solicitors".

A social studio, so the team can do it themselves

Ansons post a lot: events, new articles, new starters, deadlines, podcast episodes. Rather than have every post come through us, we built them a small web app, the social studio. Pick a template (event, blog promo, "In short", deadline alert, meet the team, client quote, podcast episode, myth or fact, link card), pick a size for the feed, a square, a story or a link post, add the words, and export a finished, on-brand image in seconds.

It knows the team, so "meet the team" posts pull in the right photo and job title. It has seasonal looks for the firm's regular after-work networking evenings, from Christmas sparkle to Bonfire Night. And it writes the post copy too: AI-written captions for LinkedIn, Facebook, X and Instagram, plus alt text, drafted by Claude and ready to edit. It runs on Netlify, with a daily cap so it never runs away with itself.

Guides that do the explaining

Some things are easier to show than to say. For the pharmacy team we built an interactive pharmacy deal guide that walks buyers and sellers through a pharmacy sale step by step, with a route finder and plain-English definitions of the terms that trip people up.

In print, we designed a conveyancing guide that maps out every step for buyers and sellers from first offer to getting the keys.

And for Ansons On Call, the firm's employment law support for multi-site pharmacy groups, a brochure that explains the service in a few pages.

There is more in the same family: a rural leaflet for farming families, adverts and editorials, seminar invitations and slides, and event brochures for days like the clay shoot.

Events, screens and awards

Ansons are busy in their communities, so we are busy with them. Flyers and social posts for the after-work networking evenings and the Christmas quiz. Invitations and slides for breakfast seminars on employment law and pharmacy. Sponsorship banners for local sport. Looping films for the digital screens in the offices, one for each area of law. And award entries, written and designed to tell the firm's story properly to the judges.

Paid search that lands somewhere good

For the wills, trusts and probate team we built a dedicated Google Ads landing page on HubSpot: one clear offer, the team behind it, answers to the common questions and an enquiry form that counts properly as a conversion, so every pound spent can be traced to an enquiry.

What it adds up to

One brand, carried through everything. A website that answers questions clearly and puts the right solicitor in front of the right person. A CRM that shows the directors what is coming in. Tools that let the team do more of their own marketing. And a firm that turns up when people ask the AI who to call.

We are still at it. Brand first, then build, then keep going.