Legal services are a matter of trust. An entrepreneur looking for a solicitor to deal with a company law issue or a construction dispute does not make that choice based on a logo or a list of legal specialisms. They want to understand how the firm operates, what approach it takes, and whether the solicitor truly understands their situation.
Schots Legal is a law firm led by Donatienne Schots, specialising in business law, company law, insolvency law and construction law. The firm collaborates with Lenders Advocaten and adopts a deliberately proactive approach: providing legal guidance that does not wait for problems to escalate, but instead offers strategic input right from the start. LOFT 33 built a WordPress website for Schots Legal that communicates this approach in an accessible and professional manner.
Who is Schots Legal?
Schots Legal offers legal guidance to entrepreneurs, companies and project owners who need a partner who looks beyond the current proceedings. The firm’s mission is clear: clients must be able to conduct their business with confidence and peace of mind, knowing that they are legally sound and that risks are identified in good time.
The four areas of law in which Schots Legal specialises were not chosen at random. Business law and company law are closely interlinked for any SME or growing business: contracts, shareholders’ rights, directors’ liability, and commercial matters. Insolvency law and construction law are the two areas where problems can quickly escalate if they are not addressed at an early stage. This combination makes the firm a valuable partner for construction companies, property developers, contractors and SMEs operating across multiple legal contexts.
Schots Legal also sets itself apart through its explicit focus on sustainability – an aspect that is rarely featured on a law firm’s website, but which is fitting for a firm that consciously considers the long-term effects of its advice and its own operations.
What was the challenge?
Communicating a personalised approach without sounding generic
Every law firm claims to offer a personalised approach. The challenge for Schots Legal was to give substance to that claim: what does proactive legal support mean in practice? How does it differ from a firm that only steps in once a problem has already arisen? That nuance calls for a website that not only lists the areas of law, but also highlights the firm’s way of working.
Structuring four areas of law for different target groups
An SME business owner with a company law query uses the website differently from a contractor wishing to challenge a construction dispute. The website needed to make it clear to every visitor straight away whether Schots Legal is the right partner, without them having to wade through a long list of services.
Building credibility for a younger firm
A law firm without a reputation built up over decades to fall back on builds credibility in a different way: through its approach, its mission, the depth of its expertise in the various areas of law, and the way it positions itself in relation to its clients. The website had to follow that path.
How did LOFT 33 handle this?
WordPress as a platform for a flexible and manageable system
LOFT 33 chose WordPress as the CMS for Schots Legal. For a small law firm where the solicitor wishes to remain involved in the website’s content, WordPress offers the right balance: powerful enough to meet technical requirements, yet flexible enough to allow the firm to manage texts and pages independently without the need for technical assistance.
Clear website structure based on both areas of law and services
The Schots Legal website is structured around two parallel approaches. The ‘Areas of Law’ section provides an overview by legal domain: business law, company law, insolvency law, and construction law. The ‘Services’ page provides a more practical description of what a client can specifically expect from working with us. This dual structure ensures that a visitor can match their own enquiry to the relevant section of the website, regardless of whether they are thinking in terms of a legal domain or in terms of what they actually need.
The firm’s approach at the heart of its communications
Schots Legal’s positioning – proactive, results-oriented, flexible and personalised – is not tucked away on an ‘About Us’ page. This approach is communicated as part of the firm’s identity, right from the opening sentence of the website. LOFT 33 incorporated this positioning into the tone of voice across the entire website: direct, professional and human all at once.
Sustainability as part of our identity
Schots Legal has a dedicated sustainability page, which is unusual for a law firm. This page conveys that the firm also considers the broader context of its operations: responsible business practice as a core value, not merely a marketing term. LOFT 33 integrated this as a fully-fledged part of the website’s structure, rather than as an appendix.
GDPR-compliant setup
All contact forms and data-processing elements have been configured in accordance with the GDPR. For a law firm that receives confidential information from clients, this is no mere formality. LOFT 33 implements this correctly from a technical perspective; the legal and policy aspects are the responsibility of a qualified adviser or DPO.
What were the results?
Schots Legal’s website gives the firm a digital presence that aligns with the positioning it wishes to convey. An entrepreneur visiting the website quickly understands what the firm does, who it works for and how it differs from a general legal practice. The structure organised by area of law enables specific questions to be answered, whilst the services page provides a practical explanation of what working with the firm actually entails.
The firm’s explicit focus on sustainability and responsible business practice reinforces its identity among clients who are looking for a partner that looks beyond the matter at hand.
What does this mean for your law firm?
The question behind Schots Legal’s project is one that any small or medium-sized law firm will recognise: how do you communicate an approach that sets you apart, in a way that comes across as credible to potential clients who do not yet know you?
A simple list of areas of law is not enough. The right digital presence translates the firm’s working methods into a platform that builds trust from the very first click and guides the visitor towards making contact.
What makes a law firm’s website different from a standard SME website?
Trust as the first requirement
A client choosing a solicitor makes a different decision to a customer buying a product. Trust is crucial, and that trust is built through the right combination of a professional image, in-depth expertise and transparency regarding the approach. The website is the first point of contact for most clients and must be able to build that trust within the very first minute.
Ethical frameworks for communication
Lawyers are bound by ethical rules that restrict their communications. A website must not make promises that cannot be kept, nor must it advertise in ways not permitted by the Bar. LOFT 33 operates within these parameters and produces content that is professional and accurate.
The lawyer’s personality as a central element
In a smaller law firm, the lawyer herself is the primary indicator of trust. Who is Donatienne Schots? What is her background? How does she work? This information should be given a prominent place on the website, as it is a decisive factor for a potential client when choosing a firm.
Frequently asked questions
By placing the firm’s approach at the centre of the website from the very first paragraph and consistently reflecting it throughout every page. Rather than focusing solely on legal expertise, the website should communicate how the firm works with its clients. For Schots Legal, this means that being proactive is not merely a statement on the About Us page. It is the common thread running through the description of the firm’s services, the way visitors are encouraged to get in touch, and the introduction to each practice area. LOFT 33 translates this positioning into both the website’s structure and its tone of voice, ensuring that the firm’s identity is communicated consistently across the entire site.
Practice area pages describe the firm’s legal expertise, such as corporate law, company law, or insolvency law. They explain what the firm specialises in and the areas of law in which it advises clients. A services page, by contrast, explains what clients can expect when working with the firm. It outlines the firm’s approach, how matters are managed, and what the process looks like from the initial consultation onwards. Both types of pages serve a distinct purpose and complement one another. Schots Legal deliberately chose to include both, ensuring that visitors with different questions and expectations can quickly find the information they are looking for.
Because sustainability at Schots Legal is not simply a marketing message—it is a core value that helps shape the way the firm operates. A dedicated page communicates this commitment clearly to entrepreneurs and businesses that also value responsible and sustainable practices. It is a distinctive feature that few law firms highlight and provides a meaningful point of difference for clients seeking a legal partner whose values align with their own.
By clearly highlighting the advantages of being a smaller firm: direct access to the lawyer, personal attention for every case, and a flexible, client-focused approach. A website that communicates these strengths authentically is far more convincing than one that tries to make the firm appear larger than it is. For Schots Legal, this was at the heart of the communication strategy: the focus was not on the firm’s size, but on the way it works and the value it delivers to its clients.
Yes. Schots Legal works in partnership with Lenders Advocaten, and this collaboration is clearly presented on the website. It provides visitors with an accurate and transparent overview of how the firm is organised, while reinforcing its professional image. Clients can also see that more complex matters can be handled through this trusted partnership.
For a website the size of Schots Legal, with a manageable number of pages and an established brand identity, the entire process from initial consultation to launch can be completed within a matter of weeks. The overall timeline depends primarily on how quickly the law firm can provide the required content, including text and images. During the initial consultation, LOFT 33 provides a realistic project timeline tailored to the firm’s specific requirements and circumstances.
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