Hamlin & Burton

Who Hamlin & Burton is and why they needed a website redesign

Hamlin & Burton Liability Management has handled claim and litigation management since 1999, with a deep bench in medical malpractice and its own claim software, CHaRT®. The firm was far ahead of its website. Matt Hamlin came to us through our friends at Brandcrumbs, presented our proposal internally, and signed on for a complete website redesign: a new visual direction, wireframes, rewritten copy and a Webflow build. From the first brief, Matt was clear about the voice. Hamlin & Burton is not a sales pitch, it's a team of people.

"When referring to HBLM, we want to use 'we' or 'our' instead of 'it.' I believe this makes HBLM feel more human, rather than a faceless organization."
Matt Hamlin, Claim Manager, Hamlin & Burton

How we found the look and the words

We started by aligning on the brand, then shared a visual direction board. Matt circulated it to the executive team the same week. Next came wireframes, so everyone agreed on structure before design, and a professional copywriter, Molly K. Stubbs, joined to tighten the existing copy for the core pages. Matt set one firm rule for the words: inform, don't oversell, and never promise savings nobody can prove. For imagery we tested AI-generated visuals early, then followed Matt's call for licensed photography. Our creative director recommended photos of objects and situations rather than faces, so the pages stay warm without pulling focus.

"I circulated the design file to the executive team, and they really liked it. No changes or feedback, everyone said it looks great!"
Matt Hamlin, Claim Manager, Hamlin & Burton

The challenge: making a national team feel as big as it is

Once the first pages were on staging, Matt raised the request that shaped the rest of the project. Hamlin & Burton has litigation and claim managers across many states, and the old site hid them. Matt wanted a team page that felt like a serious professional directory. So we went back to design for it, then built it in Webflow: a searchable team directory with an A to Z surname index, filters by department and by location, paged results, and a profile page for every professional with a contact link. Matt helped regroup titles into clear departments so a Vice President of Claims and a Litigation Manager each land where a visitor expects.

"I want to create the feeling that HBLM is a big company."
Matt Hamlin, Claim Manager, Hamlin & Burton

How we polished every team photo

Headshots came from years of different offices and backgrounds, and on a directory that size it showed. We proposed removing the backgrounds with AI and rebuilding the cropped shoulders so every professional sits on the same clean brand color. Matt wanted the new look in front of the executive team at the next presentation, so we prioritized it. Matt's reaction the night before that meeting said it all.

"Overall though, the ai reconstruction of the photos and the removed backgrounds look better than I could have imagined!"
Matt Hamlin, Claim Manager, Hamlin & Burton

How we launched and handed over the keys

Matt ran review rounds the way a careful firm would: presentations to executives and the owner, a paralegal proofreading every page, and a clear go-live day. We worked through each round of comments on staging, from responsive fixes to a richer Services hero. Before launch we moved the Webflow project into Hamlin & Burton's own account, and Matt was already editing copy directly in Webflow. Their IT team wanted to test on a subdomain first, so we set it up that way, then switched the main domain over.

• 5 core pages of copy tightened with a professional copywriter
• 3 rounds of client revisions, then launch

What happened after launch

Once the new site was live, Matt came back for help with the next question: who Hamlin & Burton really competes with, and how they show up online. We ran a competitor research project on the firms Matt named.

Credits

• Client: Hamlin & Burton Liability Management. Matt Hamlin (Claim Manager)
• Introduction: Brandcrumbs
• Copywriting: Molly K. Stubbs
• Design, Webflow build and project management: Fri3nds (Serggio Monttilva, design and creative direction; Richard Reynolds and Terry, development; Jaime Pons, project manager)
• Services: Website redesign, copywriting, Webflow build, competitor research