01
Objective
Most law firm sites list every area of practice and hope something matches. Grindal Legal does the opposite and takes on four. That restraint is the firm's strongest selling point, and it is also the easiest thing for a website to flatten into a generic services page. The brief was to make the narrowness read as expertise.
02
Approach
Four practice areas, four clear routes, no filler in between. Sam Grindal's Law Institute of Victoria accreditation and Christine Crupi's succession law practice are framed as the reason to choose the firm rather than as biography. Separate settlements and discharges lines surface where the people who need them look for them. The blog carries real legal substance, from the section 36A Duties Act exemption to Queensland property law changes.
03
Outcome
Enquiries arrive better matched. People reach the firm already knowing which of the four areas they are in, and that the person handling it specialises in exactly that. The first conversation starts further along instead of establishing what the firm does and does not take on.
