Obu Interactive Revamp: Helping Lawyers Help People
A story about how I helped Obu, a digital marketing agency for law firms super charge their site traffic by 48%
A story about how I helped Obu, a digital marketing agency for law firms super charge their site traffic by 48%
Obu Interactive is a legal marketing agency based in San Diego with a simple mission, to help lawyers help people.
I joined them in September 2017 and worked on multiple projects to build the digital presences of many law firms around the country.
But as I did those projects, there was always one digital presence I was always keen to revamp - our own company's digital presence.
By mid 2018 most the agency’s new clients had come through referrals. The website hadn’t brought leads since the beginning of the year. Our referrals had kept us busy, and while helping others is great, we had forgotten to help ourselves.
As team of experienced marketing specialists I knew we could do better. Hence I spearheaded the initiative to revamp our website even if we were to do it simultaneously with our existing client projects.
An initial evaluation of the website with users revealed that they found the website confusing and lacking a professional look and feel. There was no navigation bar, the messaging was confusing, our video was lacking a thumbnail, and our forms were overwhelming.
Overall unclear word choice caused confusion for users as they navigated the website which was a possible explanation for our lack of leads.
I deep dived into our site traffic in Google Analytics and discovered that a majority of traffic was coming from 22 to 30 year olds. Noticing this made me get in touch with our site visitors and I realized that the young paralegals at law firms like to present fresh ideas such as building a professional marketing website to the firm's owners (our previous target persona).
With this new found information, we revised our persona to be that of a 22 to 30 year old paralegal who would need sufficient information from our website so that they could advocate for their firm to revamp their digital presence.
To continue my research, I reviewed our competitors and realized that they offered many of the services we offered but didn't list. In fact they had dedicated case study pages showcasing how their services had helped law firms succeed.
If we wanted young paralegals to promote us to their law firm owners, it was critical that we did not allow this to be a key differentiator.
A majority of our competitors were only focussed on selling their lead generation services giving a very sales oriented look and feel. This was not us though.
While as an organization we personally wanted to always help law firms reach more people, our motivation was so that they could help change more lives. Hence we came up with our tagline that would also act as a key differentiator for us - "Changing lives, one lead at a time".
When working on the visuals, we wanted to ensure the circular metaphor of our logo appeared throughout our website. Every section was an opportunity to maximize and take advantage of the rounded shape.
I also had to select new secondary colors. In the previous marketing assets, the dark gray appeared gloomy and made the brand look outdated; that’s why I chose a dark purple to emphasize the original green.
Below is a look at the final build of the new Obu responsive website that focussed on communicating our idea of helping lawyers change lives.
With the new home page, users could learn about how we could help them and how to get in touch with us.
A key issue in the past website was that we were not listing all the services we offered.
Hence we now listed all the services we offered along with the different tools we work with so that young paralegals know how we can help.
Providing proof of results is an established method of building trust with potential clients. Hence we introduced dedicated case studies that paralegals could use and showcase to their seniors to show that digitizing their business can help.
As we continued to build our own site and our client's site, one thing was clear - we needed to grow.
Hence I introduced a dedicated careers page that highlighted the key perks of working at Obu and that listed our open positions.
Sessions
Page Engagement
With the new design, our site traffic significantly increased and within the first few months we had begun to generate leads and new customers! This was a clear contrast to the story before.
Not just that this acted as a form of validation that encouraged me to spearheaded multiple outreach efforts after such as social media engagement and client management.
Feedback on the design? Want to chat over coffee about building a brand or responsive website from scratch? Feel free to get in touch or schedule a chat.
While working at Obu Interactive, I lead multiple projects including this one, with the approach to not only increase their lead generation but also revamp their brand. I worked closely with developers and content writers to develop a better digital presence and user experience.
Click here to view case study.