WORK // Hedberg & Associates
A website rebuilt to match the expertise of the people behind it.
Entering a new market with an outdated presence isn’t a small problem. We fixed it before it became one.
// project at a glance
• CLIENT •
→ Hedberg & Associates
• TYPE •
→ Consulting
→ Para-legal services
• THE ASK •
→ Modern website + sharp copy for a market relaunch in a new city
• SERVICES •
→ Squarespace build
→ Copywriting
→ Information architecture
• RESULTS •
→ Drove direct client enquiries — and continues to do so
01
THE NEED
the starting point
Strong expertise. An online presence that wasn’t reflecting it.
Hedberg & Associates had built a solid reputation through consistent, high-quality work over many years. Their online presence hadn’t kept pace. For a business operating in an existing market, that gap is manageable. Entering a new city, it becomes a liability.
In an unfamiliar market, first impressions carry more weight — there’s no existing reputation or word-of-mouth to fall back on. The website needed to do quickly what had previously taken years: communicate that Hedberg & Associates are the right choice, credibly and without ambiguity.
02
THE APPROACH
how we got there
Capture what makes the right choice. Present it without friction.
A full Squarespace rebuild and complete copywriting overhaul, approached as a single integrated project rather than two separate tasks. The goal was to capture what Hedberg & Associates genuinely do well and present it in a way that requires minimal effort from the reader.
The information architecture was restructured to guide visitors through the full picture of what Hedberg offers — their process, their expertise, what working with them looks like — without burying it in complexity. Every section earns its place. Good presentation doesn’t obscure expertise; it amplifies it.
03
THE RESULTS
the good stuff
A presence in the new market that worked — and kept working.
The rebuilt site established Hedberg & Associates in the new market faster than anticipated. The copy communicates their expertise in a way that's immediately credible to the right clients — and continues to bring in direct enquiries well after launch.
As Karen Hedberg noted directly: the site triggers contact from prospective customers. That’s the job, done well.
🏙️
New market traction
Presence established faster than expected
📩
Direct enquiries
Copy driving site contact — confirmed by the client
⏱️
Immediate credibility
Expertise clear from the first few seconds of a visit
📅
Long-term performance
Still generating enquiries years after launch
“
A market relaunch anchored by a site that drives real client enquiries — and keeps doing it years later.
YOUR WORK IS STRONG. IS YOUR WEBSITE MAKING THAT CLEAR?
A well-built, well-written site is one of the most durable business assets you can invest in.