Transforming a legal sector website to increase conversions through a professional yet approachable design. Focused on user-friendly presentation, clear CTAs, and a cohesive brand identity to appeal to a diverse UK audience seeking personal injury claims.
Situation
Councilclaims.co.uk, a website operating in the legal sector focusing on personal injury and medical negligence claims, needed a comprehensive redesign. The primary objective was to increase the website’s conversion rate by creating a professional yet approachable design. The website had to appeal to a diverse audience in the UK, presenting extensive information in a user-friendly manner, and clearly highlighting key points such as No Win No Fee, free consultations, and a compensation calculator.
Task
The task involved designing three primary page layouts—homepage, inner/article page, and contact page—for desktop, tablet, and mobile devices. The redesign had to incorporate creative solutions for presenting large volumes of text, such as accordions, different background colours, and alert boxes. Additionally, the design needed to integrate clear Calls to Action (CTAs) like an 0800 number and contact form to generate enquiries. The project also required creating a unique, coherent design with a good colour scheme that could be used across various branding and advertising platforms.
Action
Wireframes and low-fidelity mockups
Planning and ideation
We started with extensive planning and brainstorming sessions to align on the website’s new direction. This phase involved understanding the target audience’s needs and preferences, analysing the competition, and drawing inspiration from the provided design examples.
Initial wireframes
Created wireframes to outline the basic structure and layout of the homepage, inner page, and contact page. This step helped in visualising the placement of key elements like CTAs, content sections, and navigation menus.
High-fidelity mockups
Detailed design
Transformed the wireframes into high-fidelity mockups, adding intricate design elements, colour schemes, and typography. Focused on creating a professional yet friendly feel, with a calm colour scheme and a mix of photos and illustrations to soften the design.
User-friendly elements
Integrated user-friendly elements such as accordions for faqs, alert boxes for important information, and different background colours to break up content-heavy pages.
Clear CTAs
Ensured the 0800 number and contact forms were prominently displayed across all pages, making it easy for users to initiate contact.
Development on staging environment
Functional prototype
Developed the approved designs into a functional prototype on a staging environment. This involved using WordPress and ensuring compatibility with existing plugins like for accordions and alert boxes.
SEO and performance optimisation
Focused on fast loading times and good core web vitals scores to maintain SEO performance. Implemented best practices for accessibility, ensuring good contrast and spacing.
Deployment to live site
Migration, testing and launch
Migration and testing are pending as the client continues to work on content updates for over 400 articles. There are also pending functionality enhancements to further improve the site’s performance and user experience.
Result
The redesigned Councilclaims.co.uk website successfully achieved a professional and approachable look, effectively presenting information in a user-friendly manner.
The new design incorporated creative elements that enhanced readability and user engagement. Clear and prominent CTAs helped increase the number of enquiries, while the improved design projected a strong brand identity, instilling confidence in users. The careful planning and execution of the redesign project ensured a significant improvement in the website’s conversion rate and overall user experience.
Screenshots
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