The Brief
Witan Solicitors rebranded and needed a new website. They wanted a more corporate appearance with standout imagery and bold contrasting colours.
They also wanted to make their website easier to use with a simplified navigation bar and clear contact information. That way, their conversion rate would increase.
How We Created Their Dream Website
We always divide any website rebuild into three stages: planning, development and launch, ensuring we track every step and update the client as we progress. That three stage process is how our web design and development team runs every build.
Planning
The planning stage directed the rest of the process, making it the most crucial step in the redesign. A third-party graphic design agency had already designed their logos and colour scheme, so we had to formulate a continuous design.
In an initial meeting with the clients, we showed them competing websites to identify their design preferences. They selected page elements and explained why they liked or disliked them. By repeating this process, we could refine their specific wants. We then drafted multiple design variations so the client could pick and choose their favourite elements.
One of the most crucial design elements was the navigation and contact information. We created user profiles to plot how prospective clients may find, navigate and contact Witan Solicitors. Then, we built new elements to aid the user experience.
Development
Once we have created a design that our clients love, we built it on a staging site, allowing us to make amendments without risking their website failing. Throughout the process, we updated the client with images to ensure they were happy with its appearance. We also provided a detailed timeline for completion.
Launch
After completing the build, and with the client’s approval, we pushed the staging site live. We prepared redirects for all of Witan’s pages as they had chosen a new domain name. Without modifying every URL, users would struggle to navigate through the site, and Google could not crawl and index every page, so they appeared when people searched for Witan’s services.
We then tested every aspect of the site to identify any issues, including links that may have broken in the migration. Finally, we set up Infinity call tracking to quantify the value of new enquiries and Google Analytics 4 to track conversions. From there, we could A/B test our elements for conversion rate optimisation. This data allowed us to focus on designs that brought Witan the most business.
Creating Their New Site
We love all our creations for Witan’s website. However, we have a couple of favourites:
Witan wanted to add personality to their webpage headers so they stood out from their competition. We created bespoke hero images featuring toys that were relevant to the legal services discussed on each service page, adding personality and creativity whilst communicating value.
By bolding the most important words on each navigation bar tab, we made finding your desired service or page dramatically easier, improving the site’s user experience. It is a small design cue, but its impact on the conversion rate cannot be understated.
Crucial Elements
To fulfil our client’s wishes, we needed to create many unique new elements.
The client originally wanted a contact form with many fields. However, this design would decrease conversions, as users would dislike the difficulty of completing it. We worked with them to compromise, creating a form with only four fields that gathered the required information but were still easy to fill in. We also included placeholder text to help a visitor complete the form.
The form features on the sidebar of every service page, and we added Witan’s contact information to a secondary navigation bar so visitors can quickly call to inquire about their services.
Social proof is vital for increasing conversion rates, so we wanted Witan’s customer reviews and testimonials visible at all times. We created a custom review module in the sidebar so they were visible without interrupting the content and sales copy.
Witan explained that their clients often struggle to pay invoices with their existing system. We created a payment portal that allowed clients to pay securely online with credit and debit cards.
We simplified the website’s navigation bar so users could quickly identify their required service. We separated the service pages by intent, with different tabs for businesses and private clients, and then grouped the services into their fields of expertise using drop-down menus. For example, a client looking for multiple services covering Wills and Probate could find them all in one place.
Prospective clients want to see a solicitor’s experience and qualifications to rest assured they will receive the best expertise. We created a ‘Meet the Team’ page with profiles of every staff member, covering their background and qualifications. Then, on each service page, we linked to the relevant solicitor’s profiles in the sidebar and included their headshot, name and job title. It allows page visitors to see the solicitor they will work with and quickly learn about their experience.
The Results
One of the most significant impacts of the new design was its conversion rate optimisation. It increased the conversion rate from contact form submissions by 408%, from 0.23% to 1.17% (9 to 48 submissions). It also improved the call rate. Before the redesign, Witan Solicitors received 71 calls in every 4100 page visits. We raised this figure by 103% to 145 calls per 4100 visits.
+408%
Contact form submission conversions
+103%
Call rate
