Your life is worth defending – crafting a new Digital HQ for a criminal defense firm

A Better Digital Experience

Nelson Defense Group isn’t like other law firms, and their website needed to reflect that. From the first headline to the final call to action, everything was designed around their brand story and central promise for their clients:
Your life is worth defending.

We crafted a custom user experience built around key concerns: clarity, accessibility, and trust. The restructured navigation prioritizes the firm’s areas of focus, introduces the defense team early, and positions the firm as a powerful ally in the face of prosecution.

Brand Storytelling

For Nelson Defense Group, every case is personal, and their website needed to reflect that. Through a collaborative brand photoshoot, we captured the essence of the legal team’s dedication, professionalism, and commitment to the craft of criminal defense. These visuals—many designed to transition throughout the site—reinforce their mission: to deliver a personalized defense by treating every client as a whole person and every case as uniquely worth fighting for.

We paired the photography with strategic web copy that communicates Nelson Defense Group’s core values: strategic, personalized defense, client-centered advocacy, and commitment to justice. The result is a digital experience that tells a unified story—one that builds trust with potential clients and aligns with the firm’s long-standing reputation across Wisconsin.

Highlighting Expertise and Team Commitment

The homepage instantly conveys Nelson Defense Group’s unwavering mission: to stand with clients, finding the deeper truth, giving voice to their stories, and fiercely defending what matters most. The homepage feels like an inviting hub of experienced advocates working together.

The restructured service pages walk users through each major criminal charge with empathy and straightforward information, balancing emotional reassurance with technical clarity. Whether someone is facing a homicide, sex crime, or OWI/DUI charge, the site provides immediate understanding and a clear path forward.

Further, custom attorney profiles and support staff bios reinforce the firm’s collaborative spirit and individuality. Each bio brings forward a lawyer’s unique values, background, and role within the team, enhanced by authentic imagery that helps clients connect with the person behind the defense.

Empowering Through Education

Nelson Defense Group is deeply committed to educating clients and the broader community about the legal process and their rights. We repurposed their existing educational content—including court resource videos, blog posts, and press coverage—and integrated it seamlessly into the site using stories. Additionally, we developed helpful FAQ sections to provide clear, accessible answers to common questions, bolstering the firm’s advocacy mission and empowering visitors with knowledge at every step.

Technology That Serves the Mission

We seamlessly integrated with NDG’s Smokeball case management software, streamlining intake while preserving security and user trust. We also built a fully responsive website with performance-enhancing technical SEO and accessibility features, ensuring the firm’s digital presence is as strong and adaptable as their in-court presence.

From backend to front-end, everything supports the firm’s mission: to stand between the accused and the system, and to give their clients the voice they deserve.