Morgan & Morgan
America's largest injury law firm, Morgan & Morgan has recovered over $15 billion, with 800+ attorneys across all 50 states and Washington D.C. All law firms are not the same. There’s only one Morgan & Morgan.
Role
Design Lead
Senior Web Designer
Skill + Set
Web Design
UX/UI
Design System
Modernize the website + increase site wide leads & conversions – prioritizing mobile.
Morgan & Morgan sought to redefine their digital presence with an engaging, unique website that rejuvenates their brand. The foremost objective was to revolutionize the user experience through superior UX/UI, aiming to surpass current benchmarks in leads, via calls or form submissions. A secondary but vital aim was to tell their story in a way that fosters excitement, loyalty, and trust. Central to this vision, we aimed to craft a visual identity that truly embodies the essence of the brand, with the founder, John Morgan's story, at the heart of the experience.
Upgrade the website while safeguarding KPI’s, leads and long form content for SEO.
Considering our target persona’s, we had to ensure the web experience remained user-friendly and not too avant-garde. The website update was contingent on the proposed design at least meeting, and ideally surpassing, current conversion benchmarks.
A crucial aspect of this project was maintaining the significant SEO traffic flowing through the many hub and spoke pages, which feature extensive long-form content. Preserving this existing copy was essential to avoid any negative impact on SEO performance.
A/B test everything + reimagine long form content into nested modular components.
The project involved a comprehensive overhaul of the visual identity and website, ensuring seamless integration across all communication channels. The team and I modernized the website, preserving its traditional and effective UX/UI design. A rigorous six-month testing phase allowed us to refine key components, ensuring each decision was validated + aligned with our objectives.
A critical aspect of our approach was maintaining clarity and purpose in all messaging and calls-to-action (CTAs). For instance, our tests revealed that adding 'click here' prompts significantly boosted click-through rates among our target demographic. Also, incorporating social proof emerged as a pivotal strategy, underpinning our success in meeting project goals.
In addition, we revamped the website's navigation to enhance discoverability and user experience, prioritizing a mobile-first approach. This was complemented by the development of a robust design system, ensuring consistency and ease of use across all platforms and devices.
33% Boost in Leads After Website Revamp and Strategic Overhaul
Following the launch of the revamped website and its tailored landing pages, we witnessed a phenomenal 33% surge in leads and conversions. This leap marks a major milestone in the companies journey, showcasing the effectiveness of our digital transformation.
We take great pride in the modularity and versatility of our designed components. Crafted with meticulous attention to detail, these components shine across a diverse range of pages, demonstrating unparalleled adaptability. Each element is engineered to seamlessly integrate into varying layouts, ensuring a cohesive user experience.
Beyond the website, I curated a comprehensive design system for the team. This system is a blend of color schemes, typography, strategic pairings, and meticulously crafted modules and components. Rooted in the principles of atomic design, our approach has set a new benchmark in visual coherence and functionality.
This successful rebranding and collaboration has paved the way for the next exciting phases of the project. We're now deepening our partnership, focusing on further UX/UI enhancements. These upcoming phases will introduce a more much shorter content strategy, aligning perfectly with the evolving needs of our users. This evolution marks a thrilling new chapter in our journey, we will continue to push the boundaries of digital innovation in the legal sector.
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