A sharp, distinctive website that sets a new standard.
Johnson Winter Slattery (JWS), a leading Australian law firm, sought to elevate its digital presence through a more modern, user-focused website.
The project centred on improving usability, strengthening SEO and delivering a flexible platform to support ongoing content needs. The result is a site that reflects JWS’s distinct identity, sets it apart from competitors and aligns with its long-term digital strategy.
Objectives
Short-term
- Improve content management through a flexible, robust platform
- Increase engagement across high-value pages
- Elevate the design with a modern, considered aesthetic inspired by JWS’s office interiors
- Enhance performance, speed and responsiveness
- Strengthen brand presence within the legal market
Long-term
- Drive traffic to Expertise and Services content
- Increase engagement with People profiles, improving visibility of key contacts
- Generate new leads across clients, partners and prospective staff
- Establish a future-ready, accessible platform that evolves with the business
Challenges
The existing platform limited flexibility, making content updates inefficient and restrictive. Performance issues also impacted speed and responsiveness, affecting the overall user experience.
Visually, the site lacked distinction within a highly uniform category, with many competitors relying on similar design cues. This, combined with an overuse of white space, reduced visual hierarchy and made navigation less intuitive.
SEO performance was also underdeveloped, limiting visibility and reducing the site’s ability to attract and engage the right audiences.
Our approach
1. Strategy and Research
The process began with a planning workshop, bringing stakeholders together to align on objectives and key challenges.
- User personas: Defined core audience groups, including clients, graduates and internal teams, mapping their needs and expectations
- Analytics and SEO review: Assessed performance data to identify opportunities for improvement
- Design research: Explored contemporary, minimalist references to inform the visual direction
- Information architecture: Restructured the site to improve clarity, navigation and overall usability
2. Wireframing and Design
Insights from the workshop informed a set of wireframes focused on simplicity, clarity and accessibility.
- Mobile-first: Prioritised a responsive experience, ensuring clarity and ease of use across devices
- Clean and considered: A restrained interface reinforces usability and reflects JWS’s confidence as a brand
- A distinct identity: Visual cues drawn from Australian landscapes and natural textures create a more recognisable point of difference
- Considered colour: A palette inspired by Australian flora and fauna supports the imagery without competing for attention
3. Development and Technical Solutions
We implemented a new website on Craft CMS, offering:
- A flexible editor interface, enabling teams to create and manage content independently
- Scalable, robust systems supporting performance and reliability
- Quality assurance and accessibility testing to meet WCAG 2.1 AA standards
- Built-in SEO capabilities to support ongoing optimisation
Short-term impact, long-term growth
Following launch, engagement across key pages, particularly Expertise and Services, increased, supported by clearer navigation and a more balanced design.
The refreshed digital identity establishes a distinct presence within a traditionally uniform category, helping JWS stand apart.
The platform is designed to support ongoing growth, with scalable architecture enabling content expansion and evolution over time. Improved visibility and stronger connections between People and Services content ensure users can quickly find relevant expertise.
