Watson Goepel
In the celebration of its 40th anniversary, Watson Goepel launches an industry-defining website showcasing why they’re an industry leader.
Boughton Law
INTRODUCTION
Elevating Boughton Law’s Brand to Reflect Their Legacy and Leadership
When Boughton Law approached Takt, they were already a law firm known for their ambition, professional resourcefulness, West Coast personality, and forward-thinking approach to design and marketing. The trouble was, many other law firms in Vancouver had picked up on their style, and Boughton was no longer the exception in design aesthetic. A refresh was needed to elevate Boughton back to the top; to reestablish them as legal trendsetters with a style and voice that match the clout they still carried in building client relationships and in their unmatched expertise in and out of the courtroom.
Where the lawyers and staff at Boughton saw the most potential for reinvigoration was in the compelling history of the firm itself, and the best-in-class knowledge and expertise the leaders of the firm possess. Their clear vision to tell their story and position their lawyer as thought-leaders set Takt up to be able to map out how best to tell the story of Boughton. And we were thrilled with the opportunity to begin to craft the most striking and cutting-edge West Coast-inspired digital branding that we have ever designed.
Crafting an Air-Tight User Experience
Each lawyer at Boughton Law is a superstar in their own right, and it was up to us at Takt to ensure that each lawyer was in the spotlight. Thankfully our team of UX masterminds were up to the task, and positioned each Boughton team member with their own profile page on the new site, giving them the platform they deserve to highlight their best-in-class skills.
Of course, information is no good if it cannot be found. With more than fifty lawyers and specializations that cover a wide variety of practice areas, visitors to Boughton Law’s new site needed to be able to find who they were looking for quickly and easily. Our redesigned People page allows visitors to sort by position, practice area, area of expertise, or keyword.
Boughton’s new Resources page features similar functionality, offering visitors easy access to the team’s impressive thought-leadership and legal insights. SEO optimization was part of this design as well, ensuring keywords were utilized for priority Google search results.
West Coast Sophistication
We know we have found the perfect client when their creative ambition rivals ours – and it doesn’t hurt when that creativity is fuelled by a shared West Coast aesthetic.
Keeping the West Coast at the forefront of their design objectives, our creative team was given the freedom to source inspiring and stunning imagery that does the majesty and beauty of our shared home justice. Boughton’s ambition to kick ass not just in the courtroom comes across through the color scheme and other visual elements they chose.
This included bold reds contrasted with black and white images all through the website’s design, as well as the home page’s unusual side-scroll, which is a nod to Boughton’s dedication to doing things differently. This sliding scroll provides visitors to the site a storybook experience through which they can discover everything that Boughton has to offer.
Custom WordPress Design Built to Evolve with Boughton Law’s Growing Team and Expertise
A fully custom WordPress theme comprising branded modules and page templates, serving as the blueprint for future content and lawyer profiles as Boughton’s staff evolves and their expertise expands.
Deliver a consistent and intuitive user experience while offering enough creative flexibility to ensure each staff member’s different skills and value proposition could be accentuated and coded for searchability.
Full integration with their applicant tracking system and payment gateways guaranteed that their website would be in line with their recruitment and client retention goals for years to come.
Setting a New Precedent in Law
The shared culture of trust and collaboration that we were able to establish with Boughton Law granted us the creative control to blast past Boughton’s so-called competition and return this West Coast law firm to its rightful place as the envy of all other law firms in both creative and professional superiority.
Innovation and ambition are an electrifying combination, and both of these qualities are the building blocks of Boughton’s culture and DNA. Nowhere is this more evident than in the layout and color schemes that form their website and brand scheme. Their website launched in 2020 – click here to see our shared vision for what an industry-standard defying website and brand can be.
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Frequently Asked Questions
Common questions about professional services website projects, answered from experience.
How do professional services firms differentiate when competitors all sound the same?
The differentiation problem in professional services is rarely due to a lack of expertise. Most professional services firms are genuinely excellent at what they do. The problem is they all describe it in the same way: safe language, interchangeable positioning, and a website full of practice area pages that could belong to any competitor.
Differentiation starts with identifying what’s actually true and specific about the firm, then building a brand system that makes that specificity impossible to miss.
We do this through stakeholder interviews, competitive audits, and audience research to find the positioning gap between where the firm sits and how it presents itself. From there, we build messaging, visual identity, and site architecture that work together to make the firm’s point of view tangible.
We’ve done this across law firms like Boughton Law and Watson Goepel, financial services firms like Smythe LLP, and compliance firms like Cogency Global.
How do consulting firms use thought leadership to drive qualified leads?
Thought leadership drives leads when it’s tied to specific service lines, designed for search discovery, and embedded in the site experience where purchase decisions happen.
Most firms produce content but don’t connect it structurally to their services, their people, or a clear next step. The content lives on a blog that’s disconnected from the rest of the site, and readers have no path from insight to conversation. We build thought leadership into the information architecture from the start: content tied to the people and services behind it, filterable by practice area, and positioned alongside contextual calls to action.
The format matter, too. Written insights, video case studies, and webinar content each serve different stages of the buyer’s journey and signal different kinds of credibility. We’ve built these systems for firms like Watson Goepel, HeirSearch, and Cogency Global.
What does a professional services rebrand and website redesign project include?
A professional services firm rebrand and website redesign project typically includes positioning and messaging, a refined visual system, and a conversion-optimized website experience that supports the full customer or client journey. Takt’s approach for building professional services websites emphasizes differentiation, trust-building, seamless digital journeys, qualified lead generation, and consistency across touchpoints.
How long does a professional services firm's website redesign take?
A professional services website redesign timeline is usually phased, because positioning and messaging decisions influence IA, page templates, and conversion paths. Takt is not oriented toward quick fixes, and the work is typically structured to build future-proof platforms that balance usability, interactivity, accessibility, and business goals.
What builds trust fastest on a professional services firm website?
Trust on a professional services website is built through clarity, credibility cues, and consistency across messaging, design, and execution, especially on high-intent pages like services, expertise, and leadership. Takt explicitly prioritizes “unshakeable trust” through authentic brand communication, thought leadership, and flawless execution across touchpoints. Boughton Law’s website is a clear example of this approach, where the work aimed to re-establish the firm as a leader by elevating its story and positioning its lawyers as thought leaders.