01 About the project
The Sydney concept pairs practitioner photography with a situation-based matter finder. A published-matters register and grouped practice index give the firm’s work a readable, document-like structure.
An independent redesign concept exploring a possible direction for this business. This is a design study, with no verified client outcomes reported.
Explore website concept (opens in a new tab)The design challenge
Let visitors connect their situation with relevant experience and a named team before enquiring.
A different direction.
Move through the design, from the first impression to the final detail. Drag the page control or scroll inside a preview.
The original is a homepage reference. Explore the concept in full alongside it.
Archived homepage screenshot from before the redesign.
02 The design approach
Open on the firm's own portrait of Arthur Carney, extended into a wide banner, beside a headline that states the offer: Sydney commercial litigators led by Accredited Specialists. Then route the visitor by matter, prove the claim with the published cases (High Court citation first), show the four lawyers at one portrait scale, and close on the phone number with a call-back form that never pretends to send.
Across devices / 03
One concept.
Every screen.
Explore the desktop and mobile layouts.
Open either screen to see the detail.
Design details
Built around
the experience.
Inside the concept
- Situation-based matter finder
- Published-matters register
- Grouped practice index and practitioner photography
Evidence in the layout
Make the record readable.
The matters register separates the case, forum and context into an ordered document. Alongside the practice index and lawyer photographs, it lets visitors explore the firm’s published work without relying on promotional counters.
Search & clear answers
Easy to understand.
Easier to discover.
Answer engine optimisation (AEO) means making answers easy to find and understand. Generative engine optimisation (GEO) applies the same care to content that AI search tools may use when answering a question.
How this applies to Carneys Legal
The concept connects its business identity with specific services and project information in readable page content. Visible FAQs add direct answers to customer questions. These are useful foundations for search and answer-based discovery.
- What information is available beyond the photographs?
- The page includes readable sections such as What is your matter about?; Commercial Litigation and Dispute Resolution; Wills and Estates. These headings and their supporting copy explain the offer without asking readers or search tools to infer it from images alone.
- Which questions does the concept answer?
- The visible question headings include Is the first consultation free?; What happens after I call?; Where is the office?. Keeping questions and answers in the page content makes the information easier to find and interpret.
A closer look
The details,
across screens.
The Practice Areas page, presented at desktop and mobile widths.
Explore the concept
See how it
all connects.
Open the website concept to explore the layouts, navigation, and content for yourself.
Visit website concept (opens in a new tab)