JMW - New Site
JMW is a city centre law firm based in central Manchester. The firm provides a wide range of legal services to both business and private clients.
Employing around 200 people the firm has great ambition sees the web as a major source of clients and revenue opportunities.
As a result of this strategic decision the firm has invested in a number of different web properties targeted at different markets and opportunities.
The firm’s main website was approximately 3 years old and the navigation was beginning to creak as the site had grown significantly and the existing structure was unable to cope with the higher volume of pages.
JMW also wanted a site that would engage more with potential clients and be effective in the search engines.he firm’s main website was approximately 3 years old and the navigation was beginning to creak as the site had grown significantly and the existing structure was unable to cope with the higher volume of pages.
To coincide with the development of a new brand concept I-COM was asked design, develop and market a new site for the firm.
What’s more the site had to go from design to launch within three months, including the migration of all existing content.The new site had to be vibrant (conveying the personality of the firm), capable of development and evolution and able to incorporate social media activities and user generated content where appropriate.
The development of a new logo and brand guidelines for the firm was conducted by Delineo who are also responsible for the firm's offline marketing activities.
The 1st4Law team at I-COM worked from the brand guidelines to design a new site using the photography of local artist Michael Swallow to demonstrate the firm’s Manchester heritage.
Innovative site navigation was implemented that allowed users to move around the site without having to navigate up and down fixed structures, whilst delivering tailored related information to the user throughout their journey.
The site administrators were also given the ultimate flexibility with a wysiwyg (what you see is what you get) content management system and modules that allow them to easily build striking and effective pages.
The project was delivered within 3 months and in time for the firm’s launch party.
It is always a concern with this type of migration to a new site that traffic will fall, we effectively managed the transition so that visitor numbers remain steady, and now we are beginning to see traffic to the site build.
The one immediate thing that was seen from the site was the increased engagement of the site users. Overnight the bounce rate of the site improved by over 10% and the average number of pages visited increased by over 33%.
Now, two months on after we have had chance to begin to improve the content of the site, the average visitor looks at over 6.60 pages whereas on the old site the average visitor looked at only 3.02 pages. The new design and easier to use navigation has meant that visitor engagement has more than doubled.