Case study
Sapphire Legal
From a few enquiries a month on Wix to around 11 a month, across every area of the practice.
Web DesignWordPressLaw firm, Hornsby and the Upper North Shore
Results at a glance
Two and a half times the enquiries, with no ongoing SEO
A good firm with a website that undersold it
Gayle McKenzie is the Principal Solicitor at Sapphire Legal, a law firm in Hornsby that looks after clients across Sydney’s Upper North Shore. The firm handles family law, conveyancing, and wills and estates, and it had already been a finalist in the Local Business Awards two years running.
The old website was built on Wix. It said "Welcome to Sapphire Legal" over a stock photo of a set of scales, then left a large empty gap before three short service blurbs with "Learn More" links. There was no photo of Gayle, no clear way to book a consultation, and very little to help someone going through a separation or buying a home decide this was the firm for them.
It brought in a few enquiries a month.
Choosing a lawyer is personal. Most people are dealing with something stressful, and they want to know who they will be talking to and whether that person can help with their exact situation. A website that does not answer those questions sends people back to Google to find someone who does.
The brief was to make the website reflect the firm: show Gayle, explain each area of law clearly, and make it simple to get in touch.
A law firm’s website is often the first conversation a client has with the practice. If it does not explain who you are and what you can help with, that conversation never happens.
The approach
A website that reflects the firm
We rebuilt the site from the ground up as a WordPress website and launched it on 13 December 2024.
A Wix site with a stock photo of scales on the first screen.
No photo of Gayle and no clear next step.
Three short service blurbs with "Learn More" links.
A large empty gap in the middle of the home page.
A few enquiries a month, in Gayle’s words.
A WordPress site with a page for every area of law.
Gayle on the first screen with a button to book a free consultation.
Family law split into four focused pages.
A "Get Legal Advice" link in the header on every page.
About 11 enquiries a month in 2026.
The old Wix home page. A stock photo of scales, a large empty gap and no clear next step.
The new home page. Gayle on the first screen, a clear promise and a button to book a free consultation.The new site went live on 13 December 2024. Since then it has brought in 165 enquiries through the website form.
The results
Enquiries are up two and a half times
These are enquiry form submissions recorded on the website, with launch tests removed. Phone calls and emails from people who found the firm online are not counted, so the real number is higher.
Website enquiries per month
Average enquiry form submissions per month. Higher is better.
| Period | Website enquiries | Average per month |
|---|---|---|
| Old Wix site | A few a month, in Gayle’s words | |
| December 2024, from launch on 13 December | 1 | |
| 2025 | 65 | 5.4 |
| 2026, January to September | 99 | 11.0 |
| Total since launch | 165 |
Comparing like for like, the website brought in 40 enquiries from January to September 2025 and 99 over the same nine months in 2026. That is 2.5 times as many, an increase of 148%.
Work across the whole practice, not just family law
The biggest change is where the enquiries come from. In 2025, seven in every ten enquiries were about family law. In 2026, family law enquiries still grew, but wills and estates and conveyancing grew much faster.
Enquiries by area of law
Website enquiries for each area of law, January to September. Higher is better.
| Area of law | Jan to Sep 2025 | Jan to Sep 2026 | Change |
|---|---|---|---|
| Family law | 28 | 43 | Up 54% |
| Wills and estates | 9 | 38 | Four times as many |
| Conveyancing | 3 | 18 | Six times as many |
For a firm with three areas of law, that matters. Family law now makes up 43% of enquiries rather than 70%, so the practice has a steadier spread of work and is far less reliant on one type of matter.
Search and growth
More of the right people getting in touch
Visits from Google search are up 23%, from 1,514 between January and September 2025 to 1,857 over the same months in 2026. Visits where people actually engaged with the site, rather than leaving straight away, are up 25%.
| Visits from Google search | Jan to Sep 2025 | Jan to Sep 2026 | Change |
|---|---|---|---|
| All visits | 1,514 | 1,857 | +23% |
| Engaged visits | 985 | 1,229 | +25% |
Enquiries grew much faster than visits. That means more of the people who find the website are deciding to get in touch, which is the clearest sign the site is doing its job.
Some enquiries now arrive through AI tools as well. In July 2026, someone found Sapphire Legal through ChatGPT and sent a family law enquiry through the website.
A practice that has grown by about 75%
Gayle shared the firm’s results with us for this case study. The practice grew by 24% from 2024 to 2025 and is on track to grow by a further 41% in 2026. That is growth of about 75% in the two years since the new website launched.
Gayle is clear that new clients come from more than one place, mainly Google search and word of mouth. The website sits in the middle of both. People who search for a lawyer land on it, and people who are referred usually look the firm up before they call.
These results did not come from a monthly SEO retainer. The website was built properly, with search foundations in place from launch, and it has been looked after on a care plan ever since.
Enquiry figures are Elementor form submissions on sapphirelegal.net.au from 13 December 2024 to 30 September 2026, from all traffic sources, with launch tests removed. Google search visits are GA4 google / organic sessions. The practice growth figures are Gayle’s own, with 2026 estimated, and are published as percentages with her approval. The result from the previous Wix site is Gayle’s description.
In Gayle’s words
What Gayle says
"Jordan and Simone have been an absolute pleasure to work with: professional, incredibly responsive and genuinely invested in ensuring my website reflects my firm."
"Jordan and Simone have been an absolute pleasure to work with: professional, incredibly responsive and genuinely invested in ensuring my website reflects my firm. What I particularly appreciate is that their service doesn’t stop once the website goes live; they continue to monitor its performance and suggest improvements, which is invaluable to someone like me who is far too busy running a legal practice to think about these things!"
Gayle McKenzie, Principal Solicitor, Sapphire Legal, October 2026.
Google review"Simone and Jordan were a pleasure to work with. Their experience shone through in trying to ensure that the website they design for their client is not only user friendly but also professional in look. Highly recommend JS Website Design."
Gayle McKenzie, five star Google review for JS Website Design, 16 December 2024, three days after the new site launched. Reproduced word for word.Why it worked
What made the difference
Three things, and none of them are complicated.
Next step
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