We built Bigger Better Faster Website
Complete Lawyer Website Redesign, Delivering Quality Information to Users in a Quick & Easy-to-Use Format
Overview
As an established Immigration Law Firm in the New York City area, Law Genova came to Growkal seeking a Lawyer website revamp with the goal of increasing lead generation and driving requests for scheduling online and in person law consultations.
By being clear and to the point about their business, Law Genova wanted to improve the customer journey on their new website.
Objectives
- Establish brand equity and online reach through branded storytelling
- Ensure site architecture and navigation enable easy browsing and a frictionless experience
- Ensure site conversion of users into contacts and ultimately clients
- Implement a search friendly and socially-focused blog to drive list building initiatives
- Establish SEO foundations for future growth and leverage
- Implement a fully responsive solution backed by WordPress CMS
The Challenge
As a law firm that relies on its website for reaching their target customers – immigrants to the USA, Law Genova’s website simply wasn’t effective.
The website had many user experience and conversion barriers, including aesthetics, content organization, and the overall functionality of the website.
At a strategic level, Law Genova needed a Law Firm website that not only conveyed their company essence consistently and thoroughly, but also solidified their values.
And most importantly, they wanted to drive more leads and conversions through their website, while communicating all their offers effectively to their prospects.
Law Genova came to Growkal with the overarching goal to develop a website that removes barriers, increases overall engagement, and drives leads.
The Analysis
Growkal quickly got to work with the Law Genova team. We started by conducting an interview with the owner to find out what areas of the lawyer website we need to focus on tackling first. We decided that improving usability will be our top priority in order to increase leads overall.
Armed with this information, we began roadmapping a strategy to create a clean Lawyer website for Law Genova that would drive more brand awareness, boost overall engagement, and increase conversions and leads.
This strategy included developing wireframes that would inform a stripped down design, focusing on prioritizing important sections and content on the Law Genova website, while giving prominence to important calls to action.
The Solution
Our focus was on reorganizing content and simplifying the site to allow users to navigate and find information easily. Growkal was able to dissect the data from our analysis of their old website and segment core revenue streams for Law Genova into easy-to-use sections of the site.
We started by creating a condensed information architecture that users could easily navigate to find important information they needed in order to convert.
From there, we began creating wireframes for priority sections and pages of the website that users would interact with most, including:
- Homepage
- Quality Page
- Personalisation Pages
- Single Product Page
- Shop Stories
- Blog Page
Our conversion analysis showed us that a bright blue “Schedule a Call” button was the optimal call to action to drive users to schedules consultations with the attorney. We gave prominence to this “Schedule a Call” call to action by placing the button in the upper right corner of the page to drive users to convert. We also supplied various pieces of content with blue calls to action to other resources. This would keep users engaged and moving through the website, while always keeping important calls to action within their view as they scroll through the pages, with the end goal being continuously funneling users to schedule a meeting.
The Result
Not only did our new design result in higher levels of engagement with bounce rates decreasing by 167% and time on site increasing by 152%, but overall conversions increased by 51%! This meant more users were:
- Contacting Law Genova
- Requesting more information
- Scheduling consultations with an attorney
- Using click to call directly
- Sending emails
By adding a scheduling a consultation option with no need of leaving the website, we were able to boost leads overall and also made Law Genova’s nurturing cycle more efficient, as they were able to quickly make contact with prospects as they reached out and have the week plan earlier.
The Review
Gergana Genova
New York City Lawyer
I'm super happy with my new website. Growkal are absolutely professionals!
