Fear and shame arrive together. Thirteen profiles, eight families, one homepage. The score reads your site the way that visitor does.
At two in the morning, someone is searching for a criminal defense lawyer in your city. A parent whose son is in custody. A professional whose license is on the line. A person who has never been called a criminal and cannot make the word fit.
Fear and shame arrive together, and they arrive in different combinations for each of them. The parent is sprinting. The professional is vetting you coldly. The person searching for a sex crime charge is alone, in a private browser window, and cannot say the words out loud. They will use a door that does not require a name, or no door at all.
They all land on the same homepage. And most homepages speak to none of them, because they lead with the firm. The Shape of the Charge, our field guide for criminal defense, assigns a profile to every charge you defend, so the page speaks to the one who is reading.
The free score reads your site the way that visitor does, at that hour, and tells you what it says to them.
