The web developer’s viewpoint
Freshfields Bruckhaus Deringer set itself a high standard last year: in June it took first place in an Intendance Survey commissioned by Legal IT to rank the websites of the 20 largest law firms in UK. Since that report was published the website has undergone some minor changes and we are pleased to see that the firm has addressed some of the issues that we raised. However, there is still room for improvement.
The information offered by the website is extensive and satisfies most of our content criteria. Furthermore, much of the website content is available in German, Spanish and French and more advanced features, such as an extranet portal and online registration for free media releases, enhance the website further. We are pleased to see the website complies with the European Commission’s e-commerce directive by including details of the firm’s membership of the Law Society and VAT number.
However, against a very strong showing elsewhere, it is the usability of the website that lets the site down. The principal navigation is good — although using dynamic menus would speed navigation — but smaller details should not be overlooked: for example, we recommend that all web pages have a ‘print page’ button. Looking at pages that are likely to be printed regularly — for instance, the location maps and partners’ profiles — only the latter offers such a feature. One aspect of our usability testing is to look for meta keywords and a description in the homepage source code. Although found on other pages this data was not found on the homepage, which could compromise the website’s search engine ranking. Accessibility compliance has not been assessed as part of this study, but a check of some related usability features suggests that the website may not yet meet the first level of accessibility compliance, which is a legal requirement.
Good design is a vital component of any website as poor presentation will inevitably deter visitors. When assessing design a degree of subjectivity is unavoidable, but we endeavour to minimise subjectivity by quantifying such design attributes as the use of colour, the balance of menu, text and graphics balance and the clarity of text. Freshfields scores very well in the design category by using a clean and simple design and employing a good balance between menus, images and text to maximise usable page area. One of our few criticisms is the reliance on of Adobe Acrobat (PDF). Despite apparent ubiquity, some applications are not yet ‘standard’ and consequently users behind a firewall, unable to download such software, could experience access problems. Hence we recommend that documents be offered in Microsoft Word format as well as Adobe Acrobat. Mary-Ann Cabaio is a consultant at Intendance, a web design and consulting firm. See www.intendance.com
The brand designer’s viewpoint
The first impression you take from Freshfields.com is of a minimal, corporate and professional website. Despite lacking a little finesse and substance, the structure and layout is simple and holds together well. The application of the solitary, random image with descriptive word(s) does little to communicate the firm’s brand values in any great depth or with any unique expression. Communication of the firm’s strengths, such as international reach, depth and quality of service could be more prominently displayed. For example, the use of a series of images presented in a ‘carousel’ style, supported by relevant sound bites or quotations could further enhance the Freshfields brand experience.
Other than the main navigation and a news area beneath the image element, there is little else on offer in the way of navigating. The opening statement and overview text could be complemented with additional ‘What’s New’ and ‘Events’ sections or perhaps a ‘Careers Area’. Topical summaries or sound bites could link to more comprehensive information, thus providing a higher degree of accessibility.
Although the initial impact of the site is disappointing, the branding elements, such as typography, colour palette and imagery have been applied in a consistent and organised manner. The ‘Our philosophy’ and ‘Our firm in 60 seconds’ provide a useful insight into the firm, but there is little else to promote its environment, culture and spirit. The bold opening statement, ‘A history of thinking ahead’ is not entirely supported by the presentation of the website, which could benefit from a more progressive approach.
In comparison to some other law firms’ websites, Freshfields’ site needs work because it fails to create that all-important, memorable first impression and suffers from a somewhat ‘outdated’ look and feel.
An improved structure to the text, supported by an integrated and unique use of imagery could greatly enhance the brand expression and provide a greater degree of distinction that a leading international law firm such as Freshfields deserves.
Nick Trivuncic is a designer at GMDC, a leading brand consulting firm. www.gmmedia.co.uk.
A Comment From Freshfields
Catherine Trow, head of publications and website at Freshfields, responds to the review panel’s comments: "We are already actively addressing the most important issue raised by your reviewer of accessibility compliance for users with disabilities.
"As part of Freshfields Bruckhaus Deringer’s commitment to this, our website is currently being extensively restructured to ensure we meet the standards for accessibility laid down by the well-respected RNIB and the international web standards board W3C.
"We expect this work to be completed by the end of March; the site will then be submitted to the RNIB for an external audit."
News
Website review: Freshen up
Published: 10/02/2005 00:00
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