I’ve now run persona and user journey work for several law firms. The answer to “what do users do on the site?” comes back the same every time, in roughly the same order. See what services the firm offers. See what sectors the firm works in. Read the biography of the lawyer they’re going to
How a national new homes developer built a joined-up programme; from buyer personas through to SEO, paid search and lead nurture, that transformed their cost per lead and pipeline quality. + 0 % Organic traffic growth – 0 % Cost per lead (PPC) + 0 % Digital lead volume 0 % Email open rate The
A six month discovery that turned “we need a new website” into a 41 question RFP, five personas, fifteen user journeys, a CMS recommendation and a shortlist of agencies ready to be briefed. A downstream build that would otherwise have been priced blind, scoped late and changed three times after kick off. The starting point
I’ve audited a few law firm insights sections now. The pattern is the same every time. Two thousand pages. One per cent of total traffic. Podcasts in single-digit views. Videos in the dozens. In one large firm I audited recently, the numbers were these. The insights section had 2,631 indexed pages. Over a five month
You send the RFP to a longlist of agencies on a Thursday. You spend three weeks doing other work. Eleven responses arrive in your inbox at the deadline. Then you have eight working days to read all of them and tell your partners which three you want to put on a pitch stage. If you
The challenge A transatlantic law firm wanted to future-proof its digital presence. Their existing website was underperforming in both visibility and usability. It lacked relevance for key target sectors and showed signs of ageing infrastructure and content fatigue. They partnered with 1968 Consulting to run an in-depth discovery phase, following the digital audit, before starting
A simple loop for finding what’s actually wrong with your website. Audit. Fix. Measure. Repeat.
A typical week. Less glamorous than the title suggests, more useful than most agency engagements.
Most websites that come to me don’t need a redesign. They need three or four specific things fixed.
Plenty of traffic, not enough customers. Here’s where I look first when a client says the site is busy but not converting.