Work
Roughan & Associates
Roughan & Associates is a legal support services firm operating under the brand linc.biz, specializing in life care planning, retrospective billing analysis, case management, and video services for both plaintiff and defense counsel across the United States. The firm works closely with attorneys and law practices to provide expert support throughout the litigation process. 22 Signals partnered with Roughan & Associates on two major engagements, a complete ground-up website rebuild, followed by a full CRM implementation to systematize their client intake, referral management, and event operations. Delivered as execution partner for Outlier Creative Agency.
Website Rebuild
22 Signals rebuilt the entire linc.biz website from scratch, redesigning and redeveloping every page of the site. The engagement covered full information architecture, visual design, copywriting structure, and development, delivering a clean, professional web presence aligned to the firm's brand and the expectations of their attorney client base.
CRM Implementation
Following the website rebuild, 22 Signals designed and implemented a complete CRM infrastructure for Roughan & Associates using Groundhogg on WordPress. The engagement covered eight phases from initial installation through to testing and QA.
The foundation phase covered plugin installation, plan configuration, SMTP setup for reliable email delivery, and full DNS authentication, including SPF, DKIM, and DMARC records, to ensure deliverability from day one. A structured contact data model was then built out, defining custom fields for law firm name, attorney bar number, case type, side representation, jurisdiction, referral source, and event attendance history, alongside a tag taxonomy covering service lines, referral status, event participation, and re-engagement states.
All website forms were connected to Groundhogg with field mapping, tag application logic, and internal notification routing. Four automated flows were built in the Groundhogg flow editor: a general inquiry sequence handling confirmation, follow-up, and re-engagement escalation; a case referral sequence delivering personalized document checklists by case type with conditional logic and staff task creation; a Brunch-and-Learn event flow managing registration confirmation, multi-stage reminders, day-of communication, post-event MCLE/CEU confirmation, and a 14-day follow-up CTA; and a re-engagement flow for dormant contacts. A Case Pipeline was configured with seven stages from New Inquiry through to Closed, assigned to relevant staff by case type and connected to automation triggers at key stage transitions. Branded email templates were built for every touchpoint in the system, and analytics and reporting were configured with weekly email delivery to the firm's admin team. The full implementation was validated through end-to-end testing across all forms, flows, pipeline stages, and email clients before handoff.
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