The Design and Development Process of a Second Generation Website
by Karen Rock Monnick
5RB (at 5 Raymond Buildings) is a leading set of barristers specialising in all
areas of media and entertainment law, defamation and freedom of expression.
The first website set up for 5RB was very good for its time; it provided users with history, member profiles, an overview of our work and news. However, with the advances in technology and user expectation, it had become out-dated and static and, in particular, we were not able to update the site ourselves. Even more importantly, once a visitor had read the information on the website, there was little reason for him/her to return, save perhaps to consult contact details or barrister profiles. We needed to clarify what was required to draw users to the site, to hold their interest and provide them with something of real value.
From the information we gathered internally and the clients we consulted, we developed a set of requirements:
The design consultants and website developers we chose were AtelierWorks (Ian Chilvers, www.atelierworks.co.uk) and Nasstar Ltd (Charles Black, www.nasstar.com).
Choosing a separate design firm and web developer requires additional project management and involvement especially at the planning stage but we believe it was worthwhile. We spent 75-80%of our budget on planning and refining the functional specification before development began. This stage of the project is crucial. Within chambers we had a small committee to implement the site. We decided to keep the design simple, present everything in black and white, use typography to emphasise key points and to punctuate the text with pictures of the barristers. The result is a fresh and uncluttered design which communicates an authoritative and distinctive message.
We always knew that getting members of chambers to contribute to the website on a consistent basis was going to be our biggest challenge. Everyone in chambers is responsible for contributing to the website. We have initiated a rota-based Editorial Committee composed of two silks and two juniors who are responsible for maintaining the 'voice' of chambers, proofing copy and making it active on the site.
So far, there are over 300 case reports on the site covering Media and Defamation, Privacy and Data Protection, Freedom of Information, Sports Law, Intellectual Property and other areas. The case reports include very recent ones and in many cases, copies of the judgments are appended. You can also register on the site for email briefings with monthly round-ups of key issues and new cases.
We have found our clients to be our greatest champions. The more the clients tell us how useful the site is and the more the website statistics tell us visitors are coming more often and staying for longer periods of time, the more we know we have achieved our goal.
Karen Rock Monnick is Marketing Consultant to 5RB, www.5RB.com.
Email apai43@dsl.pipex.com.
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