Client
Actionstep
Agency
Noble Studios
My role
Design Lead
Scope
Brand Evolution
The Brief
Actionstep makes cloud-based practice management software for midsize law firms around the world. The product was strong, but the brand and website didn't explain what it did. The site was hard to navigate and brought in little organic traffic. It also had to reach several audiences at once: different legal specialties, roles from practice managers to partners, and multiple countries.
There was also a hard deadline. The new brand had to launch at Legal Week, one of the industry's biggest conventions. The website redesign had to happen at the same time.
the approach
Evolving the brand.
We built on Actionstep's existing brand rather than replacing it. The goal was to make a technical product feel human and approachable for law firms. The brand book was built around the line "Build Your Firm Advantage." It included modular design elements, a wider color palette, logo guidelines, photography standards and a custom pattern library. We designed that system to scale as Actionstep grew through acquisitions.
Launching at Legal Week.
The brand debuted with a full set of launch materials: an animated trade show booth display, brochures, business cards and a reskinned website.
Rebuilding the website.
We rebuilt the site architecture in WordPress using flexible, modular content blocks. Navigation paths are tailored to each role, and geo-targeting serves each visitor content for their location. As a result, a partner in London and a practice manager in Denver each see the version of Actionstep that fits them. The modular system also lets the team add new services quickly without breaking brand consistency.
Designing for search.
Keyword research showed us what midsize firms were actually searching for. We organized content into topic clusters so the site structure and SEO strategy supported each other, which brought in better-qualified organic leads.
Results
+107%
demo form submissions (228 → 473)
98%
performance score (up from 72%)
+18%
average engagement time
43%
faster Largest Contentful Paint (4.2s → 2.4s)
100%
accessibility score (up from 69%)
92%
site health score (up from 73%)
The outcome
Actionstep came out of the project with a brand and website that can explain complex software to many different audiences. The platform is ready to scale for global growth, and Actionstep now looks like a leader in legal tech. The partnership continued after launch, including a redesigned, animated infographic of the platform.