As a large corporate legal firm, Turks Legal has built up an enviable track record over 30 years in providing specialist insurance, banking and commercial advice to some of Australia’s largest businesses. Recognising the often-held belief that legal services are expensive and exclusive, Turks Legal bucks the trend.
The firm is an approachable, personable, responsive practice offering real value across its client base. In order to stand out in the legal sector the business embarked on a bold brand refresh online with a new website that would position it as a forward thinking, leading edge legal firm. In addition, it recognised that their target users were increasingly using mobile devices to search for and find services and a responsive website was critical.
The Digital Garden team sought to understand not only the current website traffic patterns but also future user journeys as the business evolves and grows. Through a detailed SEO audit and scoping workshops with stakeholders including marketing, administration and the senior partners, new site architecture was developed before commencing on fresh, contemporary new web design. The design was a bold departure from its old site with the use of large, visually impactful black and white photography, subtle animations and a more intuitive navigation system.
The key business sectors were clearly identified from the home page allowing users to navigate quickly to their area of interest. Images, fonts and layouts brought a renewed brand feel to Turks whilst retaining the logo device and colours to maintain a link with its history. Functionality-wise, the site is easier to navigate and staff members with specialist skills are easy to find using the search/filter function. Each staff profile also links to publications that they have written or been involved in preparing.
Additionally the website is capable of pulling events listed on Eventbrite into the website as nodes which have the same granularity of control as regular Drupal content. These were listed in a calendar view and allowed the users to go to the Eventbrite page to register. Finally users are able to subscribe to a number of mailing lists all based around the TurksLegal services taxonomy and this is fed directly into Campaign Monitor.
In the first 3 months the Turks website has had:
- 16% decrease in bounce rate
- 25% increase in how long users spend engaged with the site
- 30% increase in number of pages users visit on the site
The initial reaction by staff and clients is that it looks and feels bolder and more contemporary. Functionally it works optimally across devices from desktop to smartphone with content much simpler to find.
Integrating 16 seperate lists of users into Campaign Monitor, so that Turks can send tailored information to their different types of customers.