Jeremy McGilvrey
Contact
Get my free report →

22 years of credibility.
Finally a website that shows it.

Get results like this → See what the recordings showed ↓
Siam Legal International · Homepage
New site

Same traffic. Far more cases.

Real Siam Legal screens and results (GA4, Hotjar scroll maps, the firm’s intake log). Cursor movement illustrates the friction visitors hit; it is not a raw recording.

We rebuilt Siam Legal International, one of Thailand’s most established law firms, across four offices, in eight weeks on WordPress.

The short version.
What we saw, changed and measured.

1What we saw

The firm earned its reputation. Its website wasn’t showing it.

The design was cluttered and outdated, the information architecture made it difficult for international clients to find the specific service they needed, and nothing above the fold communicated the firm’s true scale or authority.

2What we changed

We put credibility up front, made each practice area easy to find, and gave visitors a direct path to contact the team.

For a law firm whose core clients are foreign nationals navigating an unfamiliar legal system, trust is the entire sale.

3What happened
+361%more qualified consultations in six monthsSee what that’s worth
What happened +361% more qualified consultations
Data sources
ConsultationsThe firm’s intake log
Calls, chatsCallRail, WhatsApp Business
BehaviourGA4, Hotjar, PageSpeed Insights
Period90 days before launch vs months 4–6 after
The return · first six months
+$1.61Min added fee revenue, from the same traffic
11.4×new-fee revenue a month, from $40k to $459k
−86%Google Ads cost per signed client, from $863 to $123
Enquiries
Visit-to-consultation rate4.6×
2.1%from 0.46%
Enquiries a month4.3×
168from 39
Phone and WhatsApp a month5.6×
96from 17
Keywords on Google page one5.8×
64from 11
Sources: GA4, CallRail, WhatsApp Business and the firm’s intake log. Each card compares the 90 days before launch with months 4–6 after; lines show the months around launch.
Cases and fees
Consultations that became clients+12 pts
31%from 19%
New clients signed a month7.8×
31from 4
Average fee per case+54%
$14,800from $9,600
Google Ads cost per signed client−86%
$123from $863
Sources: the firm’s intake log and billing records; Google Ads cost data, same periods.
Over time
Qualified consultations a monthThe firm’s intake log
0306090120 NEW SITE LAUNCHED 41 101 3 mo before2 mo beforeLaunchMonth 1Month 2Month 3Month 4Month 5Month 6

Swipe to view all months →

Sources: the firm’s intake log (consultations), CallRail and WhatsApp Business (calls and chats), GA4 (sessions). Monthly totals, three months before launch to six months after.

What the recordings showed.
Before we changed a pixel.

We watched real visitors use the old site first. Three moments kept costing the firm consultations.

Illustrative replay Example path · Desktop · Old site
Old Siam Legal homepage used in an illustrative visitor-path animation
End of example15-second illustration
123
0:00 / 0:15
Illustration of the three friction points below; not a raw visitor recording.
What visitors did
1
Hunted through the menu for their specific service.
What we changedEvery practice area got its own clear section and page, one click from the menu.
2
Saw nothing above the fold about the firm’s size or track record.
What we changedFour stat blocks straight under the hero: 1,200+ cases defended, 3,650+ clients served, 500M baht won, 22+ years.
3
Bounced off a dated, generic template that looked like every other firm.
What we changedA crimson-and-gold design with the whole team in the hero against the Bangkok skyline, and a 4.9★ Google rating beside them.
What the numbers showed.

Where visitors landed, what they tapped, which pages turned visits into consultations, and what people asked when they did get in touch.

Data reviewed · 90 days before launch
GA4Google Search ConsoleHotjarCallRailWhatsApp BusinessGoogle AdsPageSpeed Insights120 enquiry emails and call notes
Homepage46%of visits landed on a homepage that turned 0.23% of them into consultations.
Practice area pages3.9×better conversion than the homepage, yet only 14% of visits started there.
Mobile64%of visits were on a phone. Phones converted at 0.21%.
Where visits landed · old siteVisit to consultation
Homepage2,210 visits · 46% · 34s · 5 consultations
0.23%
Legal guides and blog1,250 visits · 26% · 58s · 3 consultations
0.24%
Practice area pages670 visits · 14% · 1m 12s · 6 consultations
0.90%
Other pages380 visits · 8% · 22s · 1 consultation
0.26%
Contact page290 visits · 6% · 41s · 7 consultations
2.41%
Monthly averages, 4,800 visits · Sources: GA4 landing pages, the firm’s intake log
Which traffic converted · old siteBubble size = consultations
0%1%2%3%2005001k2k4kVISITS A MONTH · LOG SCALEGoogle Ads 1.3%Referral 2.5%Direct 0.34%Google organic 0.23%Social 0.19%
Google organic search and social brought 65% of visits and 32% of consultations.
Google Ads already converted at 1.3%. The pages, not the targeting, were holding it back.
Referrals converted at 2.5%. Visitors who arrived already trusting the firm got in touch.
Sources: GA4 source and medium grouped into channels; the firm’s intake log for consultations. Monthly averages, 90 days before launch.
What visitors tapped · old homepage5,820 taps
“Services” in the menu1,513 · 26%
Phone number in the header815 · 14%
Language switcher640 · 11%
Footer links524 · 9%
“Contact us” button175 · 3%
Source: Hotjar click maps, 90 days before launch
The same five questions, in every enquiryAsked in
1
“How much will this cost?”New site: Fees explained on each practice area page, with a free first consultation.
88 of 120
2
“Do your lawyers speak English?”New site: Every lawyer profile lists the languages they speak.
71 of 120
3
“Can you handle this while I’m abroad?”New site: A section on remote cases: video calls, power of attorney and document courier.
64 of 120
4
“Are you a licensed Thai firm?”New site: The firm’s licence, the Thailand Privilege agent seal and 22+ years, shown beside the team.
49 of 120
5
“Which office should I contact?”New site: Four offices with address, phone and map, and a form that routes to the right one.
37 of 120
Source: 120 enquiry emails and call notes from the 90 days before launch

Before and after.
Same firm, new first impression.

Siam Legal homepage before the redesign Siam Legal homepage after the redesign BeforeAfter

Drag the handle to compare. Use the left and right arrow keys when selected.

The new homepage.
Every scroll adds proof.

The full Siam Legal homepage, from the hero to the footer
1A headline for the international client“Global Standards. Local Expertise. Proven Results.” speaks directly to someone who needs a Thai law firm they can actually trust.
2The whole team, in the heroThe attorneys stand against the Bangkok skyline, next to a 4.9★ Google rating from 1,721 reviews.
3Proof of scale, straight away1,200+ cases defended, 3,650+ clients served, 500M baht in claims won, 22+ years of experience.
4Six practice areas, each a clear next stepLegal, Immigration, Family, Business, Litigation and Property each have their own section, icon-led descriptions and a direct call to action.
5Official credentials, beside the peopleThe Thailand Privilege Authorized General Sales & Services Agent seal sits next to the attorneys, with a plain summary of what the firm does and where.
6Real lawyers, by name and role“Meet Your Legal Team in Thailand” puts a face, a name and a role to the people a client will deal with, so a foreign client knows who they’ll speak to.
7Real reviews, on the page“Real Clients. Real Results.” shows Google reviews in full, with names and stars, so visitors don’t have to leave to check.
8A form and four offices, side by side“We’re Ready to Help” pairs a short contact form with the Bangkok, Chiang Mai, Phuket and Pattaya offices, each with an address, phone and map link.

The full breakdown.
Same traffic, far more cases.

The funnel, before and afterOld siteNew site
Visited the site
100%100%
Opened a practice area page
34%61%
Started a contact form or chat
3.1%9.4%
Booked a qualified consultation
0.46%2.1%
Visit-to-consultation rate by channel, new site
Google Ads3.1%
Google organic search2.6%
Referral2.2%
Direct1.4%
Social0.6%
Sources: GA4 source and medium, the firm’s intake log
Where new consultations came fromShare of consultations
Australia27%
United States19%
United Kingdom16%
Expats in Thailand14%
Rest of Europe13%
Other11%
Source: the firm’s intake log, months 4–6 after launch
Scroll depth, homepageOld siteNew site
Reached the four stats
41%88%
Reached the practice areas
29%74%
Reached the legal team
12%52%
Reached the reviews
8%43%
Reached the contact form
5%31%
Share of homepage visitors · Source: Hotjar scroll maps
Visit-to-consultation rate by deviceOld siteNew site
Desktop
0.92%3.0%
Mobile
0.21%1.6%
Tablet
0.48%2.0%
Enquiry handling, new site
4 minmedian time to first reply
100%routed to the right office
47%booked a consultation the same day
The follow-up sequence · 6 emails, 14 days60.2% average open16.0% average click
Email 3, a client story, books 34% of all consultations from the sequence.
“What it costs” on day 8 books more consultations than email 4. Fees are still the deciding question a week in.
28% of people who enquired but didn’t book on day 0 booked a consultation within 14 days.
Sources: email sequence reports and the firm’s intake log, months 4–6 after launch. Sent to everyone who enquired but didn’t book. Consults = share of consultations booked from the sequence, by last email opened.
Speed and engagement
Site performance
PageSpeed score, mobile
31→96+65
Largest Contentful Paint
6.2s→1.2s5.2× faster
Bounce rate
71%→29%−42 pts
Average engagement time
0:41→2:484.1×
Sources: PageSpeed Insights (mobile), GA4. Same periods as above.
Numbers you can trust.

Before anything was measured, every tool had to count the same enquiries and the same clients.

Reconciliation · months 4–6 after launch
MeasureIntake logGA4Google Ads
Qualified consultationsIntake log303GA4291Google Ads118
GA4 records 96% of logged consultations. Google Ads claims 118; the intake log attributes 84 to ads, 29% fewer.
Phone and WhatsApp enquiriesIntake log288GA4274Google Ads—
GA4 counts 274 click-to-call and chat taps, within 5% of CallRail and WhatsApp Business.
New clientsIntake log92GA4—Google Ads58
Every new client is matched to an intake record. Ads count view-throughs; we judge ads by signed clients.
SessionsIntake log—GA414,400Google Ads—
Within 5% of Hotjar once 1,060 bot sessions are filtered out.
Sources: the firm’s intake log, GA4 events, Google Ads conversions, CallRail and WhatsApp Business, months 4–6 after launch.
Tracking we fixed at launch
✓Every form fires a GA4 event and creates an intake record with its source and practice area.
✓Each channel gets its own call-tracking number, so every phone enquiry ties back to where it came from.
✓WhatsApp and LINE chat buttons are tagged, so chat enquiries are counted.
✓Spam enquiries and bot traffic are filtered out before any rate is calculated.
✓Consent mode is on for visitors from the UK and EU, so tracking stays compliant.
What that was worth to Siam Legal
79more consultations
a month
31%become
clients
$14,800average
fee
≈ $362,500a month in
new business

How we measured: Hotjar recordings and heatmaps, GA4 and call tracking. 90 days before launch compared with months 4–6 after, same traffic sources, no paid campaigns added.

What we’re doing next.

The site is live. These are the next tests, in order, with the data behind each one.

First · next 30 daysWin more mobile enquiries
Click-to-WhatsApp on every practice area pagePhones convert at 1.6%, against 3.0% on desktop.
A shorter contact form on mobileMost mobile visitors who enquire use chat, not the form.
Second · days 31–60Grow what already works
Practice area landing pages for Google AdsAds already convert at 3.1%, the best of any channel.
A review request after every closed case43% of homepage visitors now reach the reviews.
Third · days 61–90Reach more clients abroad
Pages for clients in Australia, the US and the UKThese three countries bring 62% of consultations.
Renewal reminders for past visa clientsImmigration clients come back every year to renew.

What would this mean
for your business?

Move the sliders to your own numbers. We use a conservative target: one more point of conversion, never more than 3× today.

Target conversion rate2.5% One more point, never more than 3× today. Siam Legal went from 0.46% to 2.1%.
What your website is leaving behind
$1,500,000 a year, from the visitors you already have
Today1.5%
Target2.5%
Per month$125,000
Get my free report → Free report · within 24 hours

International clients don’t wait for a desktop.
Neither does this site.

The quick-contact bar (WhatsApp, Line, WeChat and Email) stays pinned at the top, so international clients can reach the firm in whichever channel they prefer.

9:41
Siam Legal on a phone, homepage hero
9:41
Siam Legal on a phone, Why Clients Worldwide Trust Siam Legal
9:41
Siam Legal on a phone, Family Law
9:41
Siam Legal on a phone, BOI Thailand
“The new website finally presents Siam Legal the way we’ve always operated – with professionalism, authority, and a clear focus on our clients’ needs. International visitors now understand exactly who we are and what we do from the moment they arrive.”
Kittisak SriparesriKittisak SriparesriLitigation Manager · Siam Legal International, Bangkok

Your site could be next.
Start with a free report.

Siam Legal · 22 → 101 consultations a month
Siam Legal got +361%. Yours could be next. Get my free report →