LawHawk’s new HubSpot website drives smarter B2B engagement and growth

 How expert collaboration and a full-service approach helped LawHawk build a "Ferrari of a website" that attracts and converts ideal clients. 

← Back to resources
"It was really clear right throughout ... that there was a good understanding of us as a business and what we wanted to achieve and what a successful outcome would look like."
Lets chat
Gene Turner

Managing Director, LawHawk

The Client

LawHawk

Located in Wellington, New Zealand, with customers across New Zealand, Australia, and the USA, LawHawk has been helping law firms, in-house legal teams, and contract managers work smarter since 2016 by combining deep legal knowledge with cutting-edge automation.

Founded by Gene Turner and Allen Li, both former corporate and banking lawyers with legal experience across New Zealand and the UK, LawHawk specialises in solutions that fit seamlessly into existing systems.

LawHawk focuses on the B2B market delivering and supporting world-class legal automation solutions in timeframes and costs that ensure strong ROI. This focus, combined with a co-design approach, has built a reputation for faster, more accurate legal outcomes without costly IT overhauls.

The Challenge

Making the case for a smarter website 

LawHawk’s original website, built in 2016, had served its purpose as an e-commerce platform in the company’s early days. With a strategic shift to focus on the B2B market, the site was no longer fit for purpose—outdated in design, unclear in audience targeting, and unable to effectively communicate the company’s value in workflow automation and legal process improvement.

The brief for the new site was clear: create a modern, user-friendly platform that speaks directly to law firms, in-house legal teams, and contract managers, guiding them through their decision-making process and showcasing LawHawk’s expertise.

Internally, the challenge was twofold. The team didn’t have the time or specialist skills to build the new site, and their natural “lawyer speak” made crafting engaging marketing copy a challenge. They needed a partner who could translate complex legal concepts into persuasive, client-focused messaging—while delivering a high-performing HubSpot website built for lead generation.

Having worked with Concentrate on marketing from the outset, LawHawk knew they had a partner who understood their business inside-out. After a quick market check to confirm their choice, they engaged Concentrate to design and build a new HubSpot-powered site tailored to their B2B needs.

 

Home
Lawhawk (2)

The Solution

A modern user-centric digital ecosystem

Rather than asking LawHawk to develop a detailed scope of requirements, Concentrate took a proactive approach presenting a comprehensive roadmap and proposal. As Gene noted, "It was really clear right throughout ... that there was a good understanding of us as a business and what we wanted to achieve and what a successful outcome would look like." This was a clear point of difference from other providers. Concentrate's ability to anticipate LawHawk's needs and outline a clear path forward solidified them as the right partner for the job.

Concentrate divided the project into two key stages: scoping and strategy, and implementation. The process began with an initial discovery workshop which yielded clear recommendations for the project's direction and costs, flowing naturally into the website build. A key part of Concentrate's offering was their "full service" approach, providing not only the technical expertise to build the website but also the crucial marketing and copywriting skills that LawHawk's internal team needed.

The website update focused on a streamlined structure, modern messaging, and enhanced visibility of LawHawk's B2B expertise. The design incorporated a VARK (Visual, Auditory, Read/Write, and Kinaesthetic) approach to cater to different learning styles, with a focus on high-quality visuals, videos, and interactive elements. The site was also built to boost traffic and lead generation through targeted content and SEO optimisation.

Lawhawk
"I thought a really neat aspect of Concentrate’s offering was that you offer the full service. So, not only do you help with building the website, but you help with creating the copy, and those two combined, with knowing our business really well, produced a good overall result."
Lets chat
Allen Li

Founding Partner, LawHawk

Project Implementation

The implementation of the new LawHawk website was a seamless process that built directly on the outputs of the initial scoping and strategy phase. This foundational work provided a clear roadmap, ensuring the project moved forward efficiently and effectively.

The strategic phase was extensive, involving:

  • In-depth research into new B2B personas and the buyer's journey to define key website touchpoints.
  • Competitor analysis and keyword research to inform content and SEO strategy.
  • The development of a new information architecture and wireframe designs.

This robust planning stage culminated in a comprehensive scoping report that guided the entire implementation process.

The Build and Launch

The project's implementation was characterised by a highly collaborative and efficient workflow between the LawHawk and Concentrate teams. The teams worked closely to make quick decisions, test different design options, and ensure a seamless progression from planning to execution.

As Allen noted, "I thought a really neat aspect of Concentrate’s offering was that you offer the full service. So, not only do you help with building the website, but you help with creating the copy, and those two combined, with knowing our business really well, produced a good overall result."

Home
The new HubSpot website went live in June 2025, with a successful soft launch. This strategy allowed the team to get the new platform up and running quickly, focusing on continuous improvement. With the new website and a better understanding of the HubSpot system, LawHawk is now well-equipped to grow its business and continue to refine its online presence.

The results & impact

The new website has proven to be transformational for LawHawk, delivering a clear focus on quality over quantity. Previously, the old site was cluttered with "noise" from high volumes of B2C traffic that didn't align with their current business goals. The updated website successfully cuts through that noise, attracting a more relevant audience and generating much more meaningful engagement.

The results are already exceeding expectations. "The website's working exactly in the way that we wanted to," says Gene. The most significant outcome is the shift in inbound inquiries. Prospects are now reaching out because they recognise that LawHawk provides expert advice and bespoke solutions, leading to higher-quality conversations from the very first contact.

The new HubSpot platform has given the LawHawk team invaluable visibility. They can now see which specific organisations are visiting the site and what content they are viewing. In New Zealand's relatively small market, this is a superpower. It allows them to proactively reach out to potential clients, initiating conversations that simply wouldn't have been possible before. This has already led to a number of new meetings with ideal prospects.

The LawHawk team has embraced the new system, noting that the learning curve has been smooth. They are already leveraging new functionality to add downloadable resources and refine their CRM data. With very positive feedback from early users, even during the soft-launch phase, the new site has successfully positioned LawHawk for future growth.

The new website aimed to increase B2B traffic which anecdotally, after two months post launch the team are seeing promising results.

Looking ahead

LawHawk now feel they have "a Ferrari of a website," and their focus is on ensuring it is used to its full potential. The team is currently working on the "homework" provided by Concentrate to solidify their foundations with a revised brand story, SEO optimised content strategy and execution. The LawHawk team also have plans to explore more advanced features within the HubSpot system in the future.

Gene’s advice to other businesses is clear: "Don't delay." He believes that putting off the website update undoubtedly cost them opportunities due to a confusing website and high bounce rates. He advises working with experts who can understand your business and translate your thoughts into tangible solutions. The collaboration with Concentrate was quick and resulted in a high-quality end product, proving that investing in expert help saves time and delivers better results. Allen also praised the team's ability to listen to their ideas and "put that content into a form which hopefully resonates with a really broad audience ... but also the audience that we are specifically targeting."

If you'd like to find out more about how Concentrate can do for your organisation what we’ve done for our other clients , don't hesitate to get in touch.