Build notes · concept builds
The order of things: build notes from a family law site
Alderwood Family Law is a fictional firm. The build is real, and so are the decisions in it. Here is what went in, what stayed out, and why.
Alderwood Family Law does not exist. The page calls itself a concept build by Droom, describes the firm as fictional, and is kept out of search. It makes one bet: a person thinking about separation is most afraid of not knowing what comes next. So on the Alderwood build, the headline reads What happens next, in the order it happens, and the second half is set in grey.
The process is the page
Under the headline is one line: read it when you can, nothing on this page asks you to decide today. The next section repeats the idea in its heading: you do not have to have decided anything yet.
The middle of the page is six numbered steps, from booking a time to the paperwork being filed. Each step has two short labelled answers beside it. Step one says what the firm needs from you (nothing) and what you leave with (a time, and the name of the lawyer). Step two says you leave with your options written down on one page.
Another section lists six situations people call from, such as still living under one roof, or being asked to sign. Pick one and it tells you which part is urgent. The common questions are answered on the page, so nobody has to book an hour to get them.
The emergency version of the same problem is in our notes on designing for the 2am call.
No prices, and fees agreed in writing
There is no dollar figure anywhere on the page. What it promises instead is a process: every fee is agreed and written down before any work begins. That promise appears under the headline, in the common questions, and again in the booking section.
Two other promises repeat the same way. Nobody chases you: no follow-up sequence and no phone call afterwards. And everything you say is privileged from the first minute. The footer adds that the page keeps no record of your visit.
Two grounds, one face, one colour
Sections alternate between a near-black and a near-white ground, edge to edge. Neither is pure black or pure white. The only colour is a deep teal. Mostly it is a soft glow behind a few sections; elsewhere it marks a few small labels and rules.
One typeface, Archivo, carries every heading and paragraph. A monospaced face is used only for small labels, captions and buttons. Headlines split in two: the first clause in full ink, the rest in grey, so the sentence carries its own emphasis.
Motion is scroll-driven CSS, and all of it sits behind the reduced-motion setting. The menu on a phone, the lawyer profiles and the questions open with plain HTML disclosures. The one script on the page moves a glow under the pointer on some tiles, and it stops at once if reduced motion is on.
What was left out
No gavel, no scales, no handshake. The favicon is a base line, an upright and a shallow arc, pale on near-black. There are no reviews and no star ratings.
The photographs are generated, because there is no real office to photograph. On a real build the firm’s own photographs would take their place.
The honest part: the firm is fiction
The lawyers, their bar-call years, the phone number and the line that nine files in ten never see a courtroom are all invented, because the firm is invented. The page is marked noindex, so it competes with no real firm in search.
For a real business we do not write numbers like those. Our validation stage fails a build that claims founding years, review counts or awards not found in the client’s own material. In law, that matters more than anywhere: a page should explain the process, not predict an outcome.
What this would cost
On our pricing page, a website of up to five pages is $999 and up to fifteen is $1,999. Anything bigger is quoted in writing. Care is $99 a month for hosting, backups and two small edits.
The version of this written for family lawyers is on websites for family law firms. How we build is on how we build websites.
Whoever builds your site, make sure the domain is registered to you. The five-minute check is in who owns your domain.
Questions people ask before they hire
Is Alderwood Family Law a real firm?
No. The page calls itself a concept build and the firm fictional, and it is marked noindex. The firm, the lawyers and the figures on it are invented; the design decisions are real.
Why no prices on a law firm homepage?
This page does not show any. It promises that every fee is agreed in writing before work begins, and it sets out the steps in order, so the reader knows what happens before they book.
Why no gavels, scales or handshakes?
They say nothing about the firm. Alderwood uses plain sentences, a numbered process and two grounds instead.
Would you write a line like "nine files in ten" for my firm?
Not unless it comes from you. Our validation stage fails builds that claim founding years, review counts or awards not in the material you supplied.
What would a site like this cost?
Up to five pages is $999 and up to fifteen is $1,999; a bigger site is quoted in writing. Care is $99 a month.
Want to see your own firm built this way?
Start with a free audit. You get a price in writing before anything starts, and it is the price you pay.
The free Field Test: your site tested the way a customer uses it, back within 24 hours with a fixed price. Five fields, no call.
Last updated 2026-08-31