- User persona review
- Information architecture
- UI design
- Front-end development
- Hosting & security maintenance
- SEO landing pages
As an organisation with a long and dedicated history of protecting the rights of ordinary Australians, Maurice Blackburn are a law firm who believe in championing fairness and justice for everyone, not just those who can afford it.
REFINED COMMUNICATIONS AND SEO
Based on our breadth of experience in integrated and digital communications, Maurice Blackburn appointed us to help broaden their reach. We were tasked with assessing and improving the site’s UX, raising SEO and rewriting almost all of the website’s content to be Plain English. As well as this, we were asked to administer website hosting and oversee future enhancements and updates.
GUIDING USERS TO THE HELP THEY NEED
The website when we began had extremely poor UX, making it difficult and complicating to navigate. Many of the website’s visitors were stressed, confused and in need of help – feelings the old site was only exacerbating. The legal jargon and needlessly complex descriptions were driving users away from a service they were in desperate need of, making Icon’s task to take the existing communications and reshape them to better empathise with and connect with users, in a clear and easy to understand way.
COMMUNICATIONS DRIVEN BY EMPATHY AND UNDERSTANDING
Drawing on a wealth of experience in content editing and user experience design, our team was able to identify user types and construct better user pathways and call-to-actions. With this established, we moved on to developing new front-facing templates to fit into the existing content management system. Our content experts rewrote vast amounts of the website’s copy, creating a consistent, more approachable tone-of-voice, and setting the guidelines for future content to reference.
By understanding and empathising with the site’s users, we were able to improve the site’s communications, usability and engagement, ensuring Maurice Blackburn could better welcome clients in need of their representation.