That is the work. What it costs is published, before any call.
Plain-language answers for a two-office law firm.
The site explains seven practice areas in plain language, gives each office its own address and map, and lets the firm publish thirteen legal guides within the Law Society’s marketing rules. It launched in 2026; search and enquiry figures are still being measured.
- The challenge
- A two-office Ontario firm needed to explain seven practice areas while staying within the Law Society of Ontario’s marketing rules.
- The decision
- Pair plain-language practice pages with separate office details, a firm-run guide editor and a line-by-line marketing review.
- Why it helps
- Visitors can find legal information and the office they can reach; firm staff can amend guides without touching code. Search and enquiry outcomes are still being measured.
- Our role
- Design, build, content structure, SEO and AI-search setup, care plan
- Scope
- Seven practice-area pages, two office pages, thirteen guides, a Keystatic editor and lead delivery
- Constraint
- Law Society of Ontario advertising rules
- Stack
- Next.js App Router, Vercel, Keystatic, Resend, Airtable
- Year
- 2026
- Live site
- tokaslexlaw.com
Six lines the Law Society pass changed
Actual copy revision, word for word as the firm’s repository records them on 16 Sept 2026: each struck line, the line that replaced it, and the rule behind the change.
Actual copy revision tokaslexlaw.com · Law Society of Ontario marketing pass · 16 Sept 2026
Home page H1 · home-hero.tsx:76
Removed:
Ontario’s trusted legal advisors in real estate, wills, corporate law & mortgage enforcement.Replaced with: Real Estate, Wills & Estates, Corporate Law, Mortgage Enforcement & Civil Disputes in Ontario.
“Trusted” cannot be verified, and r. 4.2-1 requires marketing that is demonstrably true. The headline now names the work instead.
Home page lede · home-hero.tsx:89
Removed:
… you deserve a lawyer who listens, understands, and delivers results.Replaced with: … you deserve a lawyer who listens, explains your options, and keeps you informed.
“Delivers results” raises expectations about an outcome, which r. 4.2-1’s commentary warns against. What the client can count on is being informed.
Home page, practice-areas heading · page.tsx:92
Removed:
Focused expertise across seven core areas of Ontario lawReplaced with: Seven practice areas, one Ontario focus
“Expertise” reads as a specialist claim, which r. 4.3-1 reserves for lawyers the Law Society has certified. A count is true and checkable.
About page, values list · about/page.tsx:35
Removed:
Ontario ExpertiseReplaced with: Ontario Focus
The same specialist reading as note 3 (r. 4.3-1). Practising only in Ontario is a fact; “expertise” is a designation.
Contact page heading · contact/page.tsx:32
Removed:
We respond within one business dayReplaced with: Call, email, or complete the form
A response-time promise is only true until the first busy week, and r. 4.2-1 asks for claims that stay verifiable. The heading now says how to reach the firm.
Why choose us list · lib/site.ts:141
Removed:
Transparent, competitive pricing with no hidden surprisesReplaced with: Clear, upfront fee estimates before any work begins
“Competitive” compares the firm with other lawyers and cannot be checked (r. 4.2-1). An estimate before work begins is a practice the reader can hold the firm to.
Try it: choose a practice area, find the office you can reach, and see what the enquiry asks.
The working prototype, native on this page: keyboard and touch, no iframe. Nothing is sent.
It never asks for
- No documents. There is no file upload.
- No payment or card details.
- No date of birth, ID or file number.
- No confidential detail. The form tells you to leave it out until a retainer is in writing.
Prototype Nothing is sent. Built from the live site’s own copy, tokaslexlaw.com.
- Practice area
- Office
- Enquiry
What do you need help with?
Choose one to continue.
Want this for your firm?We start with a free written Redline of the site you have.
Request a RedlineThree decisions, and why
Seven practice areas, two offices, thirteen guides, and an editor the firm can use without calling us.
Decision 1: Seven practice-area pages, each in plain language. Each heading names the service and location.
SP-05Practice-area pageSept 2026 
SP-05 detailThe H1 in full: the practice area, then the province — “Residential & Commercial Real Estate Lawyers in Ontario”. Decision 2: Two location pages, one per office, with LocalBusiness schema, the office's own address and map, and the towns it serves.
SP-13The two office pages, each with its own address, hours and mapCaptured 10 Oct 2026 Decision 3: Thirteen plain-language legal guides, each carrying an FAQPage block, so the answers are quotable by search engines and assistants.
SP-06Guides indexSept 2026
Also in the build
- A Keystatic editor, so the firm can publish and amend a guide without touching code or paying for an edit.
- Lead delivery through Resend to the firm's Microsoft 365 email, with a parallel write to Airtable.
- A Legal Notices page carrying the disclaimers, the no-solicitor-client-relationship language and the privacy statement.
- An llms.txt file and full structured data, so assistants can read what the firm does and what it does not claim.
- Light and dark mode on semantic design tokens. Motion is enhancement only, and the pages read with JavaScript disabled.
- A Law Society of Ontario marketing pass on every line: no testimonials, no superlatives, no expertise claims, careful fee language.
Too early for numbers. Here is what is being measured.
The site launched in 2026 on Next.js and Vercel. The firm can publish a guide in an afternoon, and the enquiry form is built to deliver every message to two places.
Ranking and enquiry results are not in yet, and we will not invent them. Here is what is being measured from launch, reported quarterly under the firm's care plan.
- EnquiriesForm submissions and calls per month, split by practice area and by office.
- SearchImpressions, clicks and average position in Google Search Console, per practice-area and guide page.
- LocalMap-pack position and Google Business Profile actions, for each of the two offices.
- AI citationA fixed panel of buyer questions run monthly in the major assistants, logging whether the firm appears.
- PerformanceLighthouse mobile and field LCP, checked monthly and held at the launch standard.
Baseline
A baseline was recorded on launch day. The first full comparison is at 90 days.
Speed, lab reading
Lighthouse 12.8.2, run locally against tokaslexlaw.com, . Lab data from one machine, not field data from the firm’s visitors.
| Profile | Performance | LCP | CLS | Blocking | Accessibility |
|---|---|---|---|---|---|
| Mobile | 89 | 3.3 s | 0 | 190 ms | 96 |
| Desktop | 100 | 0.6 s | 0 | 0 ms | 96 |
What changed since launch
- · First build of the site: five practice areas, the guides, light and dark themes, the Keystatic editor and the enquiry form, configured for Vercel.
- · Civil Litigation and Small Claims Court added as practice areas six and seven, with three new guides and an upgraded enquiry email.
- · Deployed, and the bare domain now redirects to www.tokaslexlaw.com.
- · The firm’s own copy applied to every page, with our Law Society marketing pass; a Legal Notices page; the Small Claims limit updated to $50,000.
- · The Keystatic editor separated from the public site’s navigation and footer.
- · Content the firm asked us to remove taken out of the practice-area pages, and deployed.
The plates
More of the work. Each caption says what it shows and when it was captured.
Limits- Launched 2026.
- No ranking or enquiry figures yet.
- First comparison at 90 days.
What was checked
- What we can verify is the build, not the market. Every page renders with JavaScript disabled; the thirteen FAQPage blocks validate; the two office pages carry separate LocalBusiness records; and the enquiry form is built to deliver to two places, an email to the firm through Resend and a copy in Airtable. A production delivery test is not recorded here, so none is claimed.
- The compliance pass was a line-by-line read of the copy against the Law Society of Ontario's marketing rules, and the Legal Notices page carries the disclaimers, the no-solicitor-client-relationship language and the privacy statement.
What is not measured yet
- Rankings. Impressions, clicks and average position are logged from launch day; the first full comparison is at 90 days, and nothing is claimed before then.
- Enquiry volume. Submissions and calls are counted per practice area and per office, but there is no pre-launch figure to compare them against.
- AI citation. A fixed panel of buyer questions is run monthly in the major assistants; the results have not been published and are not summarised here.
- Matters opened, revenue, or anything else inside the firm. We do not see it, and we will not estimate it.
- Usability. Nobody has watched a stranger use this site. There was no moderated testing with the firm's own clients.
What we did not do
- No testimonials and no client quotes. The Law Society’s marketing rule restricts how lawyers may use them, so the site earns trust with named lawyers, stated offices, careful fee language and answers a reader can check.
- No “expert”, “specialist” or “best” anywhere — not in the body copy, not in the headings, not in the meta titles.
- No outcome promises. The site does not say how a matter will end or what it will finally cost.
- No case-results page. A published result reads as a prediction about the next matter, which is the thing the rules exist to stop.
- No live chat and no chatbot. A stranger typing privileged detail into a widget is a risk the firm does not need to carry.
- No proprietary CMS. Keystatic commits to the firm's own repository, so the content stays in plain files the firm owns.
Run an Ontario firm?
If your site cannot publish a guide without a developer, send us the URL. We reply in writing with what we would change first.