Smokeball: three websites, one system, one launch day.

Smokeball makes legal practice management software for law firms in Australia, the US and the UK. We’ve looked after their website since 2024, and in 2026 rebuilt all three regional sites on one shared system in about four months.

Client: Smokeball
Industry: Legal practice management software
Sites: Australia, US and UK
Timeline: 2024 to now
Work: Design
Development
SEO & AI search
Live site: smokeball.com.au(opens in a new tab)
Our team: Matthew BishopProject lead
Mark EspedidoWebflow development
Smokeball team: Augusto BungeWeb manager
Priscilla HoContent
Chris ChowDigital marketing

The Smokeball home page: an orange hero reading “Powering people-law”

A site that had grown page by page.

When Smokeball’s marketing team got in touch in July 2024, their Australian Webflow site needed a lot of care. Pages broke on phones, the navigation misbehaved, and every change meant working around what had come before.

By 2026 the stakes were bigger: a brand refresh across three countries, styles and content that had drifted apart, and real search rankings to protect. The goal was one clean system their own team could build new landing pages with in under half an hour.

Smokeball’s own web team designs the pages, so what they needed was a build partner: someone to turn their Figma designs into Webflow quickly, stage every change for review before it went live, and leave them a site they could keep building on themselves.

By the numbers.

3regional sites rebuilt
1launch day for all three
~4months from kickoff to launch
1,600+pages live across the three sites, CMS items included
248components in the shared library
700+US blog posts audited

What we did for Smokeball.

2024 to 2025

Looking after the site, month by month

We started on a monthly plan, working through the pages that mattered most in the order Smokeball’s team set: pricing, the home page, the AI page, features, then areas of law. Each change was designed in Figma, reviewed on staging and then published.

A rebuilt site for Spark, Smokeball’s annual conference
A new pricing page and home page
The navigation rebuilt from scratch
Practice area pages and a style guide
Product pages for Smokeball AI, the client portal and more
A “Wall of Love” testimonials page, run from the CMS
A new home page hero with a logo wall

2026

Three sites on one system

For the brand refresh, Smokeball’s web team designed the components in Figma and we built them in Webflow as one shared library. We built the US site first, then used it to make the Australian and UK sites, so all three share the same parts.

One component library for three regions: 248 components and 86 variables
The CMS rebuilt for articles, case studies, FAQs, webinars and resources
Content migrated across, including an audit of more than 700 US blog posts
Technical SEO: titles, headings, structured data, alt text, and URLs kept wherever possible
Salesforce forms with tracking, plus analytics, heatmaps and cookie consent
Redirects in place and all three sites switched over on 18 August 2026
Handover training so the team can build new pages themselves

Fixing the foundations first.

The first urgent job was the navigation. In November 2024 the dropdowns for features, areas of law and resources stopped working. Rather than patch them again, we rebuilt the navigation bar from scratch and had it live the same day, and for the first time the dropdowns worked on phones too.

As the site grew, so did the menu, until it held more links than fitted on some laptop screens. That shaped the navigation on the 2026 sites, designed by Smokeball’s web team and built by us: features grouped by what a firm needs to get, do, bill and manage; solutions by practice area, firm size and role; and a menu set up for each country.

The pages that sell, first.

Smokeball’s first brief to us, in October 2024, put the pricing page at the top of the list. It’s one of the most important pages on the site, so it was reviewed at the top of the business before it went live in November 2024.

On the 2026 sites the pricing page sets out four plans, from Bill to Prosper+, with each plan’s key features and add-ons. A grouped comparison table sits underneath; on phones it scrolls sideways, with the plans along the top and the features down the side, so it stays readable on a small screen.

Practice area pages followed, one for each area of law Smokeball serves, built on a shared layout with a style guide behind it so new areas could be added without starting from scratch.

Letting other firms do the talking.

Law firms want to hear from firms like theirs. In January 2025 we built the Wall of Love, a page of customer testimonials run from its own CMS collection, with video case studies alongside. Adding a review is a CMS entry rather than a design job, and the 2026 US site brought 17 testimonials across, with a switch to choose which are featured.

The home page got the same idea: a wall of client firms’ logos in greyscale that turn to colour on hover, and customer quotes beside portraits of the people who said them.

A conference site the events team can run.

Spark is Smokeball’s annual conference for law firms. For Spark 2025 we rebuilt the event site from scratch in Webflow, getting the structure right before styling it, and it launched in November 2024.

The agenda runs from the CMS, with a date and time on each session, so it sorts itself as sessions are added. FAQs have a field that sets their order and rich-text answers that can link out, so the events team can keep the site current without asking us.

One system, three regions.

Smokeball’s web team designed the 2026 components in Figma, and we built them in Webflow as a single library: 248 components and 86 variables. We built the US site first, then used it as the base for the Australian and UK sites.

Each country keeps its own pages, pricing and content, but all three are made from the same parts. A fix or a new section only has to be built once, and Smokeball’s team can put a new landing page together from parts that already work on all three sites.

The structure got simpler on the way: features, practice areas and resources each moved under one consistent path, and new solutions pages speak to each kind and size of firm.

The “Built for people-law” section on the Australian home page, a photo card on Smokeball orange — smokeball.com.au

A customer quote from a US law firm, with their portrait, on the US home page — smokeball.com

Three reviews from UK law firms on the UK home page — smokeball.co.uk

Moving the content, not just copying it.

The US site started from 11 exports of the old one, including 718 blog posts, 77 case studies and 65 legal resources. Where the old site had grown messy, we fixed the structure on the way in: three overlapping webinar collections became one, presenters became a reusable set of 59 speaker profiles, and 30 blog categories became 11.

The new US site holds 1,182 items across 13 collections, and every image, logo and PDF moved with them, so nothing depends on the old site staying online. We checked the move in four passes, from confirming every record arrived to comparing 1,319 field values against the originals, with no mismatches.

The Smokeball US blog: category filters over a grid of article cards — Blog (US)

The Smokeball US case studies, with filters for firm size, state and practice area — Case studies (US)

Protecting search rankings.

With real search rankings at stake, the switch was planned to protect them. Before the Australian and UK sites went live on 18 August 2026, we audited every URL in the old and new sitemaps: 425 and 257 existing pages against 400 and 196 new ones.

Every page that moved got a permanent redirect to its new home, 399 rules for Australia and 246 for the UK, with no redirect chains. On the new sites, every page declares its own canonical address and page titles name the right country, so search engines see three distinct sites, not copies of one.

The UK home page FAQs, asking what UK law firms can do with Smokeball and what it costs in the UK — FAQs, written for UK firms

Working as one team.

Through 2024 and 2025, changes were planned month by month on a shared Miro board. Every change went to a staging link with a recorded walkthrough before it was published, so Smokeball’s team saw it working before their customers did.

For the 2026 rebuild we met Smokeball’s web team every week and worked day to day in a shared Slack channel. After launch we ran a handover session on building pages from the component library, so their team can put together a new landing page themselves, which was the goal from the first kickoff.

In their words.

“It’s been an absolute joy to work with Matthew from Superbrick! He’s managed to transform our Webflow website from a clunky mess to fast and well designed.”

Chris Chow, Senior Digital Marketing Manager, SmokeballGoogle review ↗