--- title: "Tokas Lex Law Office Website Case Study" description: "How we built a two-office Ontario law firm site on Next.js: 7 practice areas, 13 plain-language guides with FAQ schema, and a Law Society compliance pass." kind: client kindLabel: "Client project" status: "Client project, built by us and live today." year: "2026" location: "Mississauga and Waterloo, Ontario" sector: "Law" services: ["Website design and build", "SEO and content", "AI search visibility"] liveUrl: https://www.tokaslexlaw.com/ dateCreated: 2026 canonical: https://uxpro.ca/work/tokas-lex-law-office publisher: "UXPro Design Studio" license: "Quote freely with a link to the canonical URL." --- # Tokas Lex Law Office — Plain-language answers for a two-office law firm. **Client project.** Client project, built by us and live today. 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. Canonical page: https://uxpro.ca/work/tokas-lex-law-office ## Project story at a glance - **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. ## Facts | Fact | Value | |---|---| | 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 | | Constraints | Law Society of Ontario advertising rules | | Status | Launched 2026; the firm has not shared numbers yet. | ## The problem *How do you make a firm findable by a machine that has never heard of it, without breaking the rules that govern how lawyers advertise?* A two-office Ontario firm needed a website that could do three jobs at once. It had to explain seven practice areas to people with no legal vocabulary. It had to be findable for the searches those people actually type. And it had to stay inside the Law Society of Ontario marketing rules. Those rules leave out testimonials, superlatives and claims of expertise or specialisation. Most legal website templates are built on exactly those three things. Enquiries also had to reach the right office every time, because a missed intake email is a lost client. ## What we built Seven practice areas, two offices, thirteen guides, and an editor the firm can use without calling us. - Seven practice-area pages, each in plain language. Each heading names the service and location. - Two location pages, one per office, with LocalBusiness schema, the office's own address and map, and the towns it serves. - Thirteen plain-language legal guides, each carrying an FAQPage block, so the answers are quotable by search engines and assistants. - 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. ## 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. ## The result 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. - **Enquiries:** Form submissions and calls per month, split by practice area and by office. - **Search:** Impressions, clicks and average position in Google Search Console, per practice-area and guide page. - **Local:** Map-pack position and Google Business Profile actions, for each of the two offices. - **AI citation:** A fixed panel of buyer questions run monthly in the major assistants, logging whether the firm appears. - **Performance:** Lighthouse 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. ## Validation 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. ## The method **Write the page that the client's question is.** Every practice-area page is headed by the sentence a worried person would type, and answers it in the first paragraph. That one decision does the search work, the assistant work and the plain-language work at the same time. There is no client quote on this page. The Law Society’s marketing rule restricts how lawyers may use testimonials, so this site earns trust another way: named lawyers, stated offices, careful fee language, and answers a reader can check. | | | |---|---| | Practice-area pages | 7 | | Location pages | 2 | | Plain-language guides | 13, each with FAQ schema | | Who can edit content | Firm staff, via Keystatic | | Where enquiries land | Built for Resend email and an Airtable record | | Machine-readable facts | llms.txt plus structured data | | Compliance | Full Law Society marketing pass | | Themes | Light and dark, on semantic tokens | | Stack | Next.js App Router on Vercel | ## Credits - Client: Tokas Lex Law Office - Sector: Law, two offices - Services: Website design and build, content structure, SEO and AI-search setup, care plan - Location: Mississauga and Waterloo, Ontario - Year: 2026 - Live site: tokaslexlaw.com (https://www.tokaslexlaw.com/) - Stack: Next.js App Router, Vercel, Keystatic, Resend, Airtable - Result: Launched 2026. Measurement under way. --- Read the illustrated page: [Tokas Lex Law Office](https://uxpro.ca/work/tokas-lex-law-office)