The web developer’s viewpoint It is going to be difficult to find a website to beat Slaughter and May’s near-perfect content score. Using the same criteria developed to assess the websites of Clifford Chance, Freshfields Bruckhaus Deringer and Linklaters earlier this year, Slaughters has notched up an excellent content score of 97.5%, leaving closest runner Linklaters (reviewed in this column last month) some way behind with 93.8%.
That said, it is a shame that Slaughter and May’s website design and usability ratings do not match up to the standard set by its content score, knocking the website’s overall position down to a level that places the firm third behind Linklaters and Freshfields, but just ahead of Clifford Chance.
We measure 17 criteria when assessing content. We look for both the fundamental: for example an introduction to the firm and its partners, their areas of practice, contact details, current news, as well as the relatively esoteric: careers information, relevant external links, multilingual options, mention of Law Society membership and the firm’s VAT number and so on.
Additional functionality is also given credit: a client-facing extranet, online tools, a facility to register for news alerts all add value. Slaughters has satisfied virtually every criterion we look for; points are only deducted for not showing quite the range of additional functionality as some of its peers.
Website usability lets the side down, although Slaughters is ahead of Freshfields by 2% to avoid the bottom slot. For the purposes of this investigation we do not measure download speed, but browsing the website was often hampered by an unacceptably long wait for a page to load fully. Once the website had loaded, navigation presented no serious issues and the presence of a site map, as always, provides a useful alternative route to content. A site map greatly aids search engine registration as well. On the negative side, the website lacks a ‘print page’ button on most pages, denying the visitor the ability to take away hard copies of content for reference. As with previous websites reviewed, W3C/WAI accessibility compliance was not assessed, but a number of relevant features were checked and results suggest that the website is not yet compliant.
We always try to be as objective as possible when assessing design, but allow ourselves some latitude until the reviewers reach a unanimous decision. Again using 17 criteria, we look for not just for the most conspicuous design elements: use and layout of colours, text and images, but also the more subtle elements such as consistency and appropriateness of design, use of ‘white space’ and the balance of the menus, images and text.
Slaughters meets a respectable number of these criteria, but apart from an engaging home page (beware the use of Flash), the site comes across as somewhat staid, being devoid of much colour. Furthermore, the size of the text on the sub menus is on the small side and text featured in pop-up graphics can be hard to read, which slows progress. A rethink on the design — perhaps taking a leaf out of Fresh-fields’ book — could work wonders.
In detail: the website achieved a total score of 82.2%. In individual categories the website scored 97.5% for content, 68.3% for usability and 80.7% for design.
Please note that for the purposes of this review we have not assessed the password-protected content. Websites were viewed on a resolution of 1024 x 768 pixels, reflecting the increasing popularity of higher resolution screens.
James Tuke is a director and Mary-Ann Cabiao is sales and marketing assistant at Intendance, a web development and research company based in London and Paris.
The brand designer’s viewpoint
The Slaughter and May website presents you with a concise, well-ordered home page with strong typographical treatment and bold use of colour projecting a positive and confident feel. Within a central area, the creative use of imagery features personnel and the office environment, providing an appropriate expression of the firm. The photography helps evoke the look and feel of a contemporary and confident market leader with style and elegance. Although the images serve no further purpose, such as a link or roll-over, they do contribute towards enhancing the aesthetic qualities of the page.
The content is presented in a simple and uncomplicated way under the banner of ‘A leading international law firm’, with summaries for ‘Latest News’ and ‘Recent Work’, helping the reader to quickly get to the content they need.
The ‘branding’ elements such as typography, colour and imagery are applied consistently, albeit a little flat and uninspiring after the initial experience of the home page.
There is a sense of style throughout the site with a good balance between the need to deliver fast-downloading content and one which is pleasing on the eye. However, the main text lacks hierarchy and could benefit from the use of pull quotes or soundbites to aid the ‘scan-reader’. The text is informative, but lacks the more emotive communication to express the culture and the spirit of the firm. The ‘History of the firm’ section is a pleasing touch and the ‘London office’ section provides an interesting insight into the environment of the firm. The FAQ-type text in various sections also makes for a more relaxed conversational style.
This simply presented and stylish site fulfils Slaughter and May’s aims of being seen as ‘a leading international law firm’, successfully projecting brand values of confidence and leadership, while being open and approachable. The bold use of colour and application of imagery all help provide Slaughters with a relatively high degree of differentiation within the legal sector.
Scoring First impressions: 70%
Application of branding: 76%
Tone of voice: 60%
Differentiation: 62%
Overall: 67%
Nick Trivuncic is a designer at GMDC, a new media design and consulting group that has worked on some of the largest international brands in the legal sector.