My role: Lead Visual Designer

Who I Worked With: Creative Director, Account Manager, Senior Management, Programming and Copywriter

Project Summary: We were assigned the task of redesigning the website for a Nashville, TN based personal injury law firm, whose primary focus is car accidents. This client had 26 years in business, a majority of those years as a solo practitioner. The client had a background as Claims Adjuster and Supervisor for large insurance companies, which he did for 15 years. His practice areas included Car Accidents, Workers’ Comp and Slip and Fall Accidents.

The challenge: The challenge was to differentiate this client and grow his business in the busy market of Nashville, TN. We wanted to highlight his personal approach, he answered all his calls, he’s the only one his clients would work with. We also wanted to explore putting a spotlight on his experience and knowledge of the insurance industry for clients needing his services for insurance claims litigation.

Solution: In order to show the client’s connection to Nashville and highlight his experience as an attorney in the city, we chose to leverage eye-catching images of the city he served that would connect him to his target audience.

Paired with high contrast brand colors, this made for a bold design system to use throughout the site.

In an effort to ensure the design of this site was search engine optimized, we work to make sure it meets certain standards like focusing on having readable, keyword rich text, rather than hiding text in images. Having consistency across all viewports is also crucial for SEO in today’s world of mobile-first indexing. For both usability and SEO purposes we ensure the H1 of the content on the homepage is “above the fold” and thus easily crawlable by search engines. To aid in conversion, we put focus on the availability of information which may aid the user in making the decision to reach out to our client like testimonials and case results.

Tools used: Sketch, Adobe Photoshop, Adobe Illustrator, Zeplin

Results: Client was satisfied with the design and saw an overall increasing trend of traffic to the site over the next few months.

I learned while working on this project to not fall in love with your work, however sometimes elements of that design can be reincorporated. I felt a strong connection to the Calm/Cool/Collected header option I created in the beginning stages of the site design. The beautiful shot of Nashville, paired with a headline that reflects the demeanor of the client made for a strong design choice. However, this iteration of the site didn’t survive the internal decision making process. I was able to reuse elements of that initial design in the practice areas navigation used further down on the homepage. This element was included as part of our SEO process, we try to build authority for our clients using a robust internal linking strategy.