Visitor Analysis
We first analyzed the ways in which people were interacting with Taylor McCaffrey’s website, considering as well those who use the mobile version of the site, so that we could prioritize content accordingly dependent on their means of access. We also zeroed in on four specific target markets: those seeking professional services; those seeking preliminary or advanced knowledge; visitors looking for employment; and other legal professionals looking for new contacts. From here, we could best determine how to develop the website’s user experience and which content from Taylor McCaffrey’s vast library of blog posts and articles to highlight and prioritize.
Content Audit
The next step was to execute a deep audit of Taylor McCaffrey’s website content to determine which was performing best and which pieces could be improved from an SEO and productivity standpoint. This meant finding those gems hidden deep in their current site that were driving website traffic and reorienting them on various pages, including individual lawyers’ profiles, pages that outline the firm’s practice areas, and other high-traffic pages. The goal was to encourage more visitor exploration of the website.
From there, we created an elaborate wireframe and content flow diagram that focused on the established interconnectivity of Taylor McCaffrey’s content. We ensured that content from lawyer profiles, practice areas, news, events, and resources pages could be seamlessly explored from any page by linking relevant articles on each of those pages.
In total, 377 pages were accounted for and organized. We ranked each for importance, ensured search engine optimization was not disrupted, and created page templates that could allow for easy reproduction when new website pages are required in the future.
Workflow Upgrades
Sherpa then worked on updating Taylor McCaffrey’s operational workflows, first creating an integrated a system for online invoice payments. We developed custom CSS and HTML within the third-party software in order to keep the payment system’s look and feel consistent with the rest of the website. We also created an advanced site search and category taxonomy to help visitors find both lawyers and resources quickly through either a homepage widget or when visiting practice area pages. More than just a basic site search, this new advanced site search prioritizes specific content over keyword search volume so that visitors are provided relevant content. This work, in combination with the content audit, created a streamlined, user-friendly experience for website visitors and takes the guesswork out of finding relevant information on this content-rich website.