Pinsent Masons Rules in Favour of Immediacy and User Vision
30th June 2006
The global law firm, Pinsent Masons, has revealed it has seen a three-fold increase in visitors to its flagship OUT-LAW.com website since it was revamped using Immediacy’s Content Management System and expert consultancy from user-experience consultancy, User Vision. OUT-LAW.com provides free legal news and information relating to the technology industry and has recently been awarded eSuperbrand status.
Pinsent Masons recognised the need to redesign the site in 2005 to make it more relevant, intuitive and accessible. It chose Immediacy to replace its proprietary CMS system following a rigorous evaluation of 127 different CMS providers. Immediacy was selected based on its ease of use, accessibility compliance checker, customisation features to support workflow efficiency and search engine optimisation capabilities. To complement Immediacy, Pinsent Masons approached User Vision to carry out research into what users wanted from the site and how they interacted with it. The company worked closely with Pinsent Masons and users and carried out usability testing to identify how best to design the site and create an intuitive, easy-to use interface.
“Immediacy and User Vision have enabled us to develop a much stronger site that’s significantly easier to navigate and read. So much so that registrations for access to the site’s more high value content have doubled from 55 to 120 per week,” commented Struan Robertson, OUT-LAW Editor and Senior Associate, Pinsent Masons. “The findings from the user research commissioned by User Vision have been critical in developing a real understanding of what information site visitors want to see and how they want it displayed. Immediacy’s flexible platform has enabled us to deliver on these findings and create a highly intuitive and relevant site that is easy to navigate. It has also includes features such as RSS feeds.”
Since the relaunch the traffic figures for the website are now nearing 100,000 unique visitors per month. In March 2006 it was 80–90,000, which is up 300% from the same time last year. Part of this can be attributed to the search engine optimisation features in Immediacy that enable the company to more accurately list its pages for search.
“OUT-LAW.com is not only a hugely popular and useful information site, it is also a showpiece for the Pinsent Mason global brand,” said Nigel Jackson, CEO, Immediacy. “In an industry such as the legal sector high levels of relevance and accessibility are absolutely critical. By making content creation and editing simple and intuitive, Immediacy CMS provides companies such as Pinsent Masons with the tools they need to maximise the return on their web investments.”
Since the relaunch the Superbrands organisation, an independent authority and arbiter on branding, has attributed OUT-LAW.com eSuperbrand status. With more than 28,000 subscribers and 6,000 pages of content, OUT-LAW.com is now believed to be one of the largest and most popular law firm websites in the world.