Law In Order

www.lawinorder.com.au

Industry Legal Documents Solutions Partner Create Studios Suite 20 / 13-29 Nichols Street Surry Hills NSW 2010 Australia www.createstudios.com.au Chris Berry chris@createstudios.com.au +61 2 8355 7350

Background Law In Order is Australia’s leading supplier of end-to-end document and digital solutions. They service clients in diverse industries including the Legal, Government and Corporate sectors. Law in Order has fully equipped offices in Sydney, Brisbane, Melbourne and Perth and offer hard copy processing and electronic services 24 hours a day, 7 days a week, 365 days a year.

Goals The previous Law In Order Website had served the company well but was beginning to show its age. Over time, the content had grown in magnitude but the content organisation had failed to keep pace so the site was becoming difficult to navigate. Furthermore, the site did not focus attention or funnel traffic strategically so it was difficult for users to understand what actions they were meant to take. From a technical point of view, the content of the previous site had become hard to maintain and many aspects of the site, such as forms, were not able to be edited without technical assistance. Thus, the goal of the new site was to eliminate these issues and make the site more effective for the business and easier to maintain. Moreover, the new site needed to be responsive to accommodate the large percentage of users visiting on mobile devices. Some of the main goals included: Ensuring the marketing team could easily manage content and content

organisation without technical assistance The ability to have multiple levels of CMS editor access Site had to be fully responsive Site had to be SEO optimized Forms had to be easily managed in the CMS Needed to incorporate News and a Blog Design had to be optimised to maximise lead generation

Challenges From a design perspective, there was a significant challenge in presenting the Law In Order services in an easily digestible and intuitive manner because of the large number of services being offered. Also, there were numerous potential site user groups – many of whom would have very different user journeys.

To tackle this challenge, a number of techniques were used: Create Studios classified the two main user groups

into 2 very high level ones: Those who search for a specific service and those who search by industry

They then balanced the call to action areas for those user groups strategically

In the main services drop-down, they prioritise the specific services and service groups while still retaining the industry groups

Conversely, they prioritised the 3 main industry groups on the homepage by placing it just below the main hero area and put the services a bit lower down on the page.

From a technical perspective, the main challenges were related to implementing the interactivity and responsiveness of the design.

Solution Kentico CMS provided a perfect solution for Law In Order for a number of reasons. First, it inherently addressed many of the issues being faced by the company with the previous website. It allows Law In Order to have more control over their content and content organization; it has already allowed them to make many frequent updates and content additions to the site in the first few months of it going live. Because the built-in functionality accommodated for a good number of the business requirements, it allowed them to concentrate more of their allotted budget on the front-end design and UI/UX. Another key consideration in their solution was ensuring that content management was a simple and quick process for the marketing team at Law In Order. One way this was achieved was by leveraging structured content wherever possible, which meant that the majority of content could be entered in very simply in forms, making content entry a breeze. The solution included 14 new document types as well as leveraging a number of built-in document types. The solution also catered for 25-30% of site visitors (and growing) who access the site via a mobile device. Kentico didn’t pose any constraints in terms of implementing a fully responsive design with a significant amount of interactive behavior.

“After an extensive research, I found Kentico was the best match for our company (LIO)'s digital marketing require-ments. Create Studios is the best vendor I have ever worked with. Their knowledge in Kentico allowed them to build a powerful system that met our complex needs. From account management to web development, they have met all deadlines and everything was done under the budget. I could not have thanked them enough. Definitely recommend this agency for

sure.”

Vanvisa Brown Marketing Specialist Law In Order

The site front end was built based on a slightly customised Bootstrap 3 front-end framework. One example of how Kentico was flexible and accommodating to the design is with the breadcrumbs. The built-in Kentico Breadcrumb Web Part displays breadcrumbs well but renders the HTML slightly differently than what their front-end designer wanted. So, they cloned the Breadcrumb Web Part and in the PreRender method, they simply replaced some of the built-in <span> tags with the <li> tags they wanted to render. Thus, they could match exactly what their front-end prototype called for. Overall, the project took about 6-8 weeks to design and develop.

Results The site went live in early August 2014 and has already resulted in a number of significant improvements for the marketing team at Law In Order: Content management is proving to be much simpler and easier, resulting in

less time taken to add new content The post-deployment traffic numbers and the number of sessions to the site

increased by 10% (see figure 1) within 3 weeks The average duration of those sessions increased by over 28%, which was of

the utmost importance The number of conversions has increased significantly with the new site The goal conversion rate for a given week (see figure 2) has increased by over

62%. The contact/enquiry goal has increased significantly as this is a key

indicator of site leads.

Figure 1

Figure 2

Key criteria for selecting Kentico Content management features already inherently easy to use and intuitive Already had a number of key feature requirements built-in such as a blog and

a form builder. Kentico allows for easy customisation and extension of built-in functions Kentico posed no constraints in terms of implementing a responsive design Kentico allowed for a number of content editors and custom roles for

granular control over security and access.