Shore Med Mal
Daria Vasileva
Framer website for Gershon Willoughby & Getz LLC,
The client was preparing to launch a new billboard campaign in the Baltimore area and needed a fresh digital presence to feature in their ads.
Key deliverables
Moodboard and Branding Direction
Imagery for website
UI/UX design of all web pages in Figma
Web Development in Framer
SEO & Google Analytics Setup and Demo
Identifying the problem
The old website wasn't converting and the primary source of clients was word-of-mouth, despite a substantial yearly marketing budget. The client required an audit of the old website to identify key issues in design and usability
Dated design
Poor hierarchy structure
Non-existant SEO
No singular CTA on homepage
Low quality visual imagery
Key visual strategy
The client and I spent a lot of time empathizing with potential users and the situations that would lead them to seek a medical malpractice lawyer. The visual strategy is fully rooted in the complex, grief-stricken feelings of the user.
Imagery
Reeds blowing in nature resonates with the complex feelings of the target audience. Several of them are dealing with great loss, whether their own physical incapabilities or the loss of a loved one. Nature quiets that storm, helps them focus and get ready for action.
Grid system
A classic web layout of two columns that doesn’t provide many distractions from the projected customer journey. Videos playing in the background of key sections. Ample white space.
Palette
Blue hues communicate honesty and loyalty. Stable and strong, light blue in particular portrays peace and quiet, the infinite. It pairs well with dark nature shots and the company logo.
Butter yellow represents sunshine, optimism, and courage. Reminiscent of the natural world, it blends the glow of the sun and the dirt of the earth.
Typography
I chose to pair two modern, bold typefaces and use large, informative headings to create a strong hierarchy structure within the website. This makes it easy for users to identify relevant information and retain main ideas.
Results
Daria was an absolute professional to work with. Our site looks gorgeous, far better than our competitors. I had a rough idea for what I wanted the website to be, and she made it better than I could imagine. She was fast and efficient. She provided great instructional videos on how we can blog and improve seo. I recommend her services to any business
John MacLellan, Partner at Gershon, Willoughby, Getz LLC
Organic reach & user activity
The website started featuring across all major keywords with zero online paid advertising. Users also averaged over a minute per session in the 3 months since the website has been launched, which means they were finding relevant information to keep them engaged for long periods of time.
