Overview
Zed Law is a high-growth commercial law firm in Sydney. Enquiries and traffic were coming in, but there wasn't a scientific read on where from, so marketing decisions ran on gut feel. We rebuilt (and redesigned) the website, wired up end-to-end analytics, and shipped a self-serve referral system that multiplies on its own. Every booking now traces back to its source, automatically.
The Challenge
- The primary conversion goal, booking an intro call was neither obvious nor easy, and Squarespace put a ceiling on how far the site could be pushed technically.
- There was no attribution. Links went out untagged, so almost all traffic showed up as "direct" and nobody knew which channels actually produced client enquiries.
- Referrals were happening, but invisibly. There was no system to get a detailed read on which relationships were sending work, or to make it seamless to 'send a Zed referral' to others.
The Solution
Website rebuild
Moved off Squarespace and Webflow onto a fast custom-coded site, with the blog migrated into a self-serve CMS and booking embedded directly on the page. One job: get the right people to book a 15-minute intro call.
Analytics & reporting
GA4 with a single conversion event, a UTM link builder the team actually uses, a bookings sheet fed automatically from the calendar, a live Looker Studio dashboard, and a Slack report every Monday at 9am.
Referral system
Every referrer gets a personal link that shows a personalised offer on the homepage. Bookings are attributed to the referrer automatically, and new referrers are added in the CMS with no developer involved.
What’s Next?
- Grow the referral network, with a kickback for referrers on first engagements.
- Put spend behind the channels the data shows are converting.
- Layer agentic blog publishing on the new headless CMS, tracked against search rankings.