case • 12 min
Website of the Interregional Legal Bureau of Land Relations. A high traffic project with hundreds pages. Minimized the customer journey, simplified the navigation and made a fresh, user-friendly design
reduced the number of clicks to an order
sections designed and customized
Client and target
Interregional Legal Center for Land Relations is a large St. Petersburg-based company with branches across the country. Lawyers help people and businesses to protect their rights in court, conduct land transactions, invest and 80+ more services.
Founder — Ekaterina Ivanova, PhD, lawyer with 20 years of experience, author of books, organizer of the Russian Land Forum, author of Blog with 3500+ readers.
The target is to design the company’s website with new logic and sections, as the current website is outdated and does not solve the business tasks anymore
Tasks
Simplify the CJM
Reduce the number of clicks to an order. Find common scenarios and make them easier
Create new sections
Design lawyers’ personal pages, think about the concept of academy, franchise, etc..
New fresh UI
The previous version is already 7 years old. Along with usability, we need to make a modern UI
Save structure
In order not to lose traffic from search, it is important to save the structure of articles and services
Client's wish
Want a clean white site with no pictures. Land cases are hundreds of different tasks. But, in our client’s experience, people get attached to the «house» picture and mistakenly believe that it won’t help with other cases here. That’s why we focused on the most important thing — people
Main page
A website with a focus on people and expertise. The main page answers key questions, drives conversations and directs customers to other pages
Universal order form
In addition to the main open form, the «leave a request» button is always in view along with the website header. The user-friendly and short form combines free consultations and a paid option to select a specialist
UI-kit
Before creating internal pages, we first decided on a style and collected the components into a UI-kit. This helped speed up the design of the rest of the website many times over and saved the budget
Services catalogue
Key services are on the main page. And in the catalog we added search and optimized the number of categories. Services are now designed in a unified way, and a special format of «ready-to-view consultation» is built into this logic
Blog, articles
Blog articles began not just to attract traffic, but to direct to specific services on the topic and advertise the blog on Telegram
Personal pages
Lawyers and franchisees now have personal pages. This gives team members the opportunity to advertise themselves and promotes the company
Filters
Reviews, articles, services and everything in large quantities are designed with love for customers with easy-to-use filters and an intuitive interface
Land Law Academy
The Academy is a special place not for customers, but for students. The page stands out from the neutral white website, shows the successes of the students and offers serious education with exams and official diploma
Branding
Based on the website design, we designed social media, created templates for posts and presentations for speeches. Now the company has a single visual identity at all customer contact points
Expert interview
At the start of the project, we conducted a series of expert interviews, identified growth points and collected materials. In the process, we had weekly calls, discussed design and the nuances of legal wording
Jobs to be Done
Based on interviews and the founder’s impressive 20 years of experience, we identified 3 customer segments to target. We found the clients’ «pains» and generated hypotheses on how to close them
Commercial analisys
We analyzed direct competitors from a search, as well as from the ratings of the top companies in related fields. We realized that we were aiming for the middle segment, so it was important to make it user-friendly and stylish, but not to stray into extreme minimalism
Website scheme
We planned in detail the structure of the website, navigation and the approximate content of the pages. We saved a lot of time by moving from the general to the particular using the progressive jpeg method
The client’s path from any section to an order has become significantly shorter. I came up with a universal approach to describing the services and designed the website with an eye to the future, so it could continue to grow without losing quality. The website has just been delivered for development, but the company’s response is already very positive!
reduced the number of clicks to an order
sections designed and customized for all devices
Research, prototype, design process
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