Case Study
Fowler Injury Law
Owensboro, KY
The attorney headshot is a broken blank.gif — a missing photo in a field built on personal trust
Live right now
The Evidence
Kelly Fowler's attorney headshot on the Fowler Injury Law homepage — the image source points to 'blank.gif', a transparent 1×1 placeholder GIF baked into the theme. The photo slot renders as an empty broken image where the attorney's portrait should be.
In personal injury law, clients hire the attorney — not the firm name, not the logo, not the tagline. They hire the person standing in front of them. When that person's photo is a broken image placeholder, the most important trust signal on the site simply isn't there.
The Firm
Fowler Injury Law is a personal injury practice in Owensboro, Kentucky. Attorney Kelly Fowler has built a local practice in a market where name recognition and personal credibility drive referrals and new client acquisition. A prospective injury client evaluating attorneys wants to know who they're calling before they pick up the phone.
On Fowler Injury Law's website, the attorney's photo slot is occupied by a blank.gif — an empty broken image that was never replaced. That slot should be the most humanizing element on the page. Instead, it's a broken rectangle.
The Problem
Here's what a potential client sees when they visit kellyfowlerlaw.com:
Attorney Headshot Is a Broken Placeholder
The attorney photo on the homepage is loading from:
blank.gif
This is a blank transparent GIF — a placeholder that was almost certainly inserted during development with the intention of swapping in a real headshot. The swap never happened. The result is an empty broken-image icon where the attorney's face should be, visible to every visitor on every device.
The Missing Photo Undermines the Entire Trust Case
Personal injury law is uniquely personal. Clients are injured, scared, and evaluating attorneys while managing pain and paperwork. A real headshot humanizes the attorney and answers the first subconscious question: “who is this person?” Without it, the attorney is invisible, and the site reads as generic as any other. With it, Kelly Fowler becomes a real person a client can imagine calling.
A First-Impression Problem That Compounds
The broken photo isn't the only problem — it's the most visible symptom of a site that hasn't been maintained. If the headshot slot was never filled, a visitor reasonably asks what else wasn't finished. Credibility is fragile in the legal market, and a broken image breaks it immediately.
What We'd Build
Pitchcraft built a spec redesign that puts the attorney front and center — a warm, trust-first site designed around the personal connection that injury law depends on.
Attorney Photo Front and Center
A real, professional headshot above the fold — the first thing a visitor sees. Not buried in a bio section, not missing from a placeholder slot. The attorney's face is the strongest trust signal on the page, and the design reflects that.
Clear Practice Area Layout
A structured practice area section that tells visitors exactly what Fowler Injury Law handles — auto accidents, slip and fall, workplace injuries, wrongful death — so a potential client can immediately identify that their case type is covered without having to dig.
Consultation Booking Flow
A consultation CTA that's impossible to miss — in the header, after the hero, after the practice areas, in the footer. Every page of the site should make it easy to take the next step, whether that's calling, texting, or filling out a quick form.
Warm, Human Design Throughout
A design language that communicates empathy — clean, readable, with real imagery and copy written for someone navigating the aftermath of an injury, not someone reading a corporate brochure. The tone should feel like: “we know this is hard. Call us.”
Spec Redesign Deliverables
- ✓Homepage redesign with attorney photo prominently above the fold
- ✓Attorney bio section with real headshot, credentials, and practice philosophy
- ✓Practice area layout with clear case type descriptions
- ✓Consultation CTA visible on every page — call, text, or form
The Opportunity
Owensboro is a market where personal reputation and local relationships drive legal referrals. Kelly Fowler is an active attorney in that market. Her current website makes her invisible — not just because of the missing photo, but because the site fails to communicate the person behind the practice.
A broken headshot placeholder is a one-line fix. A site that genuinely builds trust and converts injury clients is a redesign. The first fix stops the bleeding. The redesign creates a site that actually competes.
Injury law is won before the consultation. The site should do that work.
Ready to see what your firm could look like?
We've already built the concept. No commitment, no cost to take a look.
Website management packages start at $799/month.
Book a Free CallSee what we'd fix on your site
We'll review your website top to bottom, record a 10-minute Loom walkthrough of exactly what's broken, and deliver a PDF report with prioritized fixes — in 48 hours.
No commitment. No pitch deck.