A complete brand + website offer for law firms
Risk free offer. Homepage + five internal pages, fully customized to your firm.
I’ll build your website without you paying a dime. If you like it, you can buy it. If not, walk away.
Alder & Vale is a fictional concept website — a demonstration, not client work.
How it works
Most website projects ask you to approve a proposal before you can see the direction. This one reverses the order.
Start with a free consultation
Tell Pete about the firm, the work you want more of, the clients you want to reach, and what the current brand or website is missing.
Pete builds a working concept
You see a proposed logo direction, colour palette, typography, and a working homepage concept adapted for desktop and mobile.
Review it before paying anything
Pete walks you through the concept. If the direction is not right, there is no commitment and no fee.
Buy only if you want the finished package
If the direction is right, $999 starts the finished project. Pete revises the brand and logo, then builds the homepage plus five agreed internal pages.
A risk free offer
I’ll work with your team through up to two consultation sessions — one to learn about your business and plan the direction, and another to review it together.
Free — the working concept
A website consultation about the firm
A proposed logo direction
A proposed colour palette and typography
A working, responsive homepage conceptA guided review of it all with Pete
No commitment or fee if the direction is not rightGenuinely free. If you walk away after the review, you owe nothing and there’s nothing to cancel.
$999 — the finished package
Paid once, only after you’ve seen the direction and want it. Scope, revisions and responsibilities are documented in the service agreement.
Labeled concept work
A family-law practice, estate-planning firm, and business-litigation team should not receive the same template with different names. These examples show how the visual system can change while the underlying website remains clear, usable, and professional.
Boutique Law Firm · Editorial · Refined · High Contrast
An editorial approach to legal credibility that stays human instead of stuffy. The ruled M·A monogram seal reads as both a courtroom line and a signature, set in a system of paper cream, near-black serif type, and one decisive redline red. Notice how much authority a single accent can carry.
Boutique practice — editorial, high contrast, one decisive accent.
Fictional concept website — not client work.
Boutique Law Firm · Editorial · Established · Refined
Old-firm gravitas without the intimidation. An all-caps serif system sits on white with deep navy and a brass accent, anchored by a keystone monogram, while courtroom photography and generous rules keep it formal but open. The brass line appears only where emphasis is earned.
Litigation and counsel — established, refined, quietly serious.
Fictional concept website — not client work.
Modern Law Firm · Bold · Warm · Contemporary
A full-service practice that reads confident and approachable rather than cold. A bold grotesque sits on deep green-charcoal with a warm amber accent and rounded pill buttons, and floating white cards over photography keep the tone open. The warmth comes from shape as much as color.
Modern full-service — bold, warm, contemporary.
Fictional concept website — not client work.
Divorce Mediation & Collaborative Law · Dignified · Warm · Editorial
A family-law identity that reads calm and dignified rather than combative. An interlocking mark of two paths that part and rejoin sits on deep navy, with copper and terracotta warming an otherwise formal serif system. The restraint is what makes it feel humane.
Divorce mediation — calm and dignified rather than combative.
Fictional concept website — not client work.
Legal Lead Generation · Clear · Data-Driven
A clean, modern identity for a platform that brings structure and intelligence to complex case information. The helix-inspired mark combines movement with analysis, while the blue and teal palette creates trust and clarity. The visual system makes a technical product feel more accessible.
Legal lead generation — senior, evidentiary, data-forward.
Fictional concept website — not client work.
Operational Turnaround Consultancy · Industrial · Bold · High Contrast
Turnaround work presented as physical and accountable. A brutalist graphite-and-rust system sets a heavy condensed display against a structural monolith and a numbered floor-by-floor scroll, with large count-up metrics. The weight of the type is the argument.
Turnaround consultancy — from outside law, to show the range: heavyweight, commanding, built for hard fights.
Fictional concept website — not client work.
Want to see what yours would look like?
The consultation and working concept are free — you pay only if you want the finished package.
Works with the tools you already run
Whether you use Clio, Calendly, Mailchimp, or any other practice-management software or tool your firm runs on, we’ll integrate them into your site at no extra fee.
The platforms law firms run every day
Don’t see yours? If it can take a new inquiry, a booking, or an embed on a website, it can almost certainly be wired in — ask about it on the consultation.
Product names are their owners’. Listing them here isn’t a partnership or an endorsement.
Before you book
A working concept of the proposed direction: a logo direction, a colour palette, typography, and a working homepage concept adapted for desktop and mobile. Pete walks you through all of it on a review call, and you judge it with your own eyes — it's a decision aid, not the finished website.
Yes. The consultation and working concept are free. The finalized brand, logo, and six-page website are the $999 package. If the concept is not the right direction, there is no commitment and no fee.
The brand direction refined with you, the revised and finalized logo, the colour palette and typography system, a concise brand guide, and the finished website — a custom homepage plus five internal pages, built responsive for desktop, tablet and mobile, with a clear path for new inquiries. Scope, revisions, content responsibilities, functionality and any software connections are documented in the service agreement.
Yes. The sitemap is agreed together during the consultation and recorded before the build begins. Common choices include about the firm, practice areas, attorney profiles, an approach or what-to-expect page, FAQs, a contact page, or an insights page — whatever fits how the firm actually wins work.
That depends on the platform, and that's the honest answer. Where your system supports a documented handoff, a new inquiry can land there directly; where it makes more sense, the system's own booking or intake tools are built in; and every site gets a reliable, immediate email handoff regardless. What your setup allows is confirmed during the consultation and written into the service agreement.
Twenty introductory packages across the entire pilot — one shared cap, not twenty per audience. When the twentieth is sold, the introductory offer closes.
Refresh your brand and website
Pick a day and time that works for you — you’ll book directly onto Pete’s calendar, no back-and-forth. Come ready to talk about your firm and your vision for your brand and website.
Pete · Founder
You’re booking directly with Pete — no handoffs, no sales team.
