How It Started
Anva, a legal software provider serving HOA attorneys and law firms across the U.S., came to us with a challenge: their existing website didn’t reflect the professionalism of their product or the trustworthiness required in the legal niche.
The old site lacked clarity, strong calls-to-action, and a structured lead path — all critical elements for a SaaS brand targeting law firms.
We kicked things off with our SmartForm™ onboarding process to clarify Anva’s goals: improve lead generation, simplify messaging, and build a modern digital presence that legal decision-makers could trust.
Project Overview
Anva’s audience included three primary personas:
- Solo practitioners needing affordable HOA tools
- Mid-sized firms looking to scale and automate legal processes
- Legal tech buyers handling procurement for multiple offices
Our goal was to build a website that positioned Anva as a trusted partner in the legal software space while creating a clear conversion path for demos and inquiries.
We benchmarked competitors like Clio and MyCase to match the credibility standards of the legal software industry while keeping the interface lean and conversion-optimized.
Initial Website Mockup
Phase 1: Website Redesign
- Built on WordPress with a fast-loading, mobile-first theme
- Applied a professional palette of deep navy, white, and slate gray for credibility
- Designed a conversion-focused homepage with sharp product messaging and trust badges
- Added a Feature Overview page to simplify complex functionality into plain terms
- Integrated SmartForm™ for contact and follow-ups
- Placed “Request a Demo” CTA buttons strategically across pages
- Incorporated testimonials and white space to strengthen trust and readability
Phase 2: SEO & Optimization
- Implemented RankMath Pro for keyword targeting
- Focused on terms like:
- “HOA law firm software”
- “legal software for property attorneys”
- “HOA legal practice automation”
- Added schema markup for software products
- Wrote unique meta descriptions for all pages
- Optimized all images with descriptive alt text + compression for faster load times
- Submitted an XML sitemap to Google Search Console
- Began backlink acquisition via legal tech directories and niche legal blogs
Phase 3: Performance Enhancements
- Simplified navigation for clarity across desktop and mobile
- Reduced cluttered sections, improved user flow, and streamlined CTAs
- Configured analytics for ongoing performance tracking
- Ensured the site was scalable with a future-ready blog hub for content marketing
Key Wins
- Demo requests increased by 45% after relaunch
- Mobile bounce rate reduced by 30%
- Improved visibility for long-tail keywords in the legal software niche
- Site speed and user flow enhancements created a higher trust experience
- Positioned Anva alongside top-tier competitors while maintaining their unique focus on HOA attorneys
Next Steps
We’re now building a blog-driven content strategy for Anva, focused on topics like legal software best practices and HOA compliance challenges to increase organic reach and establish thought leadership.
Final CTA
We specialize in helping SaaS companies and service providers like Anva build trust-driven websites that convert.
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