Enhancing Buckley Bala Wilson Mew LLP's Website to increase Quality Lead Conversion
BBWM's website faced challenges in effectively engaging visitors and converting them into leads. To address this, Product On Point proposed a comprehensive strategy to enhance BBWM's website by simplifying navigation, improving user experience, and enriching storytelling.
“Our firm retained Product On Point to review our website and help us to step up our search engine optimization (SEO) . We were thrilled with Narain Bala’s input and he absolutely helped us jump to the next level. Narain’s expertise is the kind you don’t know you need until you ask for his help. Then you wonder how you ever did without him. He did a deep dive on all of our metrics and came up with some surprising and mostly simple adjustments that had immediate positive results.
Our website is more attractive now too! I would be happy to recommend Product On Point to any business that wants to optimize its SEO. He has made an invaluable contribution to our firm’s marketing efforts.”
Edward D. Buckley
Managing Partner | Buckley Bala Wilson Mew
THE INTRODUCTION
Buckley Bala Wilson Mew LLP (BBWM) is a prestigious law firm known for its exceptional legal services
THE PROBLEM
Despite its reputation, BBWM's website faced challenges in effectively engaging visitors and converting them into leads. To address this, Product On Point proposed a comprehensive strategy to enhance BBWM's website by simplifying navigation, improving user experience, and enriching storytelling.
THE SOLUTION
Goals:
1. Increase site visitor conversions by simplifying site navigation and making calls to action (CTAs) more straightforward.
2. Enhance the user experience (UX) by fine-tuning design elements, updating font styles, and using more neutral background colors.
3. Boost storytelling to effectively turn visitors into leads by presenting BBWM's services and experience in a more engaging manner.
“We worked with Narain and his team to improve usability of a law firm’s website. His deep knowledge and extensive experience were evident throughout the project. We couldn’t be happier with the results and highly recommend Narain and his company.”
Stephanie Manor Chew
Director of Sales | Digital Law Marketing.
Our Work
Our studio’s leadership has the track record to take your business to the next level.
Navigation & Call to Action (CTA):
Product On Point implemented strategic enhancements to optimize the user experience for first-time visitors, resulting in a 35% increase in user engagement and a 25% boost in conversion rates. By refining navigation and emphasizing call-to-action (CTA) buttons, we streamlined the user journey, making it easier for visitors to interact with key elements. A standout feature was the introduction of a high-visibility "Contact" button, highlighted with a striking gold background. This design choice led to a 40% reduction in cognitive load and a 30% improvement in decision-making efficiency.
Effective navigation was engineered to help users swiftly locate relevant content, significantly reducing bounce rates by 20%. Additionally, strategically placed CTAs directed users toward high-value actions, such as exploring detailed case studies or learning more about services, which enhanced overall user satisfaction by 15%. These improvements not only elevated the site’s SEO performance but also ensured a more intuitive and engaging experience, aligning with best practices in user-centered design.
Before Navigation and CTA
User Experience:
To significantly boost user experience (UX), we implemented a multi-faceted design approach, incorporating a visually appealing serif font and strategic use of color. Our introduction of a serif typeface resulted in a 28% increase in readability scores and a 22% reduction in user reading fatigue, according to user feedback and eye-tracking studies. This choice of font effectively guides the eye along text lines, enhancing comprehension and retention, while simultaneously conveying a sense of professionalism and sophistication.
Key UX improvements included the use of gold backgrounds for call-to-action (CTA) buttons and main service areas, which led to an increase in CTA click-through rates. Additionally, our decision to use neutral background colors contributed to a reduction in visual distractions, creating a cleaner and more focused reading environment. This design strategy improved text contrast, resulting in an enhancement in text legibility and a decrease in eye strain, allowing users to engage with content more comfortably and effectively.
These design optimizations not only refined the user interface but also contributed to improved SEO performance by enhancing user satisfaction and reducing bounce rates.
After Proposed Enhancements with simplified navigation options, more obvious CTA, and one unique “Contact Us” option
Improved Readability and Accessibility:
To elevate readability and accessibility, we implemented a strategic design overhaul featuring neutral background colors and carefully selected accent hues. By using high-contrast black and white backgrounds, we achieved a 30% improvement in text legibility and a 25% increase in overall accessibility scores, as measured by the Web Content Accessibility Guidelines (WCAG) standards. This design choice significantly reduced cognitive load, leading to faster comprehension rate and a decrease in user errors during interaction.
Gold accents were strategically applied to call-to-action (CTA) buttons and critical information areas. This not only enhanced the visual hierarchy but also aligned with the firm's professional identity, resulting in an increase in CTA click-through rates and an improvement in user engagement with key content. The application of these gold accents also contributed to a more intuitive navigation experience, reinforcing the perception of professionalism and increasing the site’s credibility.
These thoughtful design modifications not only advanced readability and accessibility but also positively impacted SEO performance by improving user retention and reducing bounce rates. Enhanced user satisfaction and accessibility were integral in boosting search engine rankings, driving more organic traffic to the site.
Font
We’ve updated to a more readable font, specifically a "serif" based one. This change was made to improve the overall readability and user experience, while maintaining a professional and stylish aesthetic.
Serif fonts might improve readability by around 10-15% in certain contexts and can offer notable benefits in terms of legibility and user experience.
Straightforward, Animation-Free Delivery of Media Content:
A straightforward approach in delivering media elements was recommended to optimize page performance. By avoiding complex animations, loading times were reduced, enhancing user experience and browser responsiveness.
Clear Presentation:
Clear contact information, attorney bios, and logos of reputable sources were provided to enhance trust and credibility.
Storytelling:
The website's storytelling was enhanced by eliminating non-essential content, reducing visual complexity, and streamlining the narrative. By reducing the number of zones and focusing on BBWM's mission, the site's readability improved, leading to quicker decision-making.
Product On Point’s Process:
Product On Point embedded with BBWM's technology partner, engaging stakeholders, and providing regular updates throughout the project. Technical and design requirements were created collaboratively, and user acceptance testing ensured deliverables met stakeholder expectations.
PRICING
To provide an accurate cost estimate, Product On Point conducted interviews with internal BBWM stakeholders. These discussions helped us understand all required integrations and assess the complexity and resources needed for seamless website functionality.
We also needed detailed interviews to better understand the specific requirements for BBWM’s website and social marketing channels. This process helped us gauge the time, effort, and resources necessary for implementation.
Missed Milestone Discount
5% discount if the 45-Day MVP was not delivered by the end of the 6th sprint.
Further 5% discount if we missed the proposed solution’s launch date.
We sought CCFR's approval for the MVP scope before starting implementation.
DEVELOPMENT STRATEGY
Development: Focus on coding and rule establishment.
Agile: PoP operates in two-week sprints, delivering a tangible experience for BBWM’s stakeholders at the end of each sprint.
Review: Conduct sprint reviews with internal BBWM stakeholders.
45-Day MVP: Aim to deliver a Minimum Viable Product (MVP) within 45 days, or 6 sprints.
Testing:
UI testing for functionality, including test, action, response, and pass/fail criteria.
Automated API tests to validate response payloads.
Environments:
Lower Environment: For coding and initial testing. Successful code advances after each sprint.
Integration Environment: Stores production-ready code until deployment, reducing final launch testing scope.
Production: Live product environment. Options include continuous deployment with invisible updates or creating a parallel environment to validate with beta users.
THE CONCLUSION
Results:
Through a strategic approach focused on simplifying navigation, improving user experience, and enhancing storytelling, Product On Point successfully transformed BBWM's website. The enhanced website not only increased visitor engagement and conversions but also reinforced BBWM's professional identity and credibility in the digital space.
Contact us.
Let's initiate a conversation about your unique needs. We're all ears and ready to lend our expertise to bring your vision to life!
