As the 11th largest law firm in the world by revenue, Hogan Lovells faces the challenge of providing a constant flow of compelling content on its website without overwhelming its audience.
The website should serve to support the firm’s brand positioning of “solving complex problems at the intersection of business and government around the world”. So to succeed, the website content needs to be streamlined and smartly organised – without ever losing sight of relevance.
In taking on this immersive task, Living conducted a digital diagnostic of Hogan Lovells’ online presence. This analysis covered an in-depth UX review, including SEO, content and social media audits. We also gathered input and feedback from partners and other key stakeholders, and undertook a review of competitors’ websites and social channels. Lastly, we applied market best practice as drawn from our annual Living Ratings and delivered our findings report, which focused on three key areas: navigation, streamlining of content and governance.
We undertook a phased approach to redevelop of Hogan Lovells’ website, beginning with the redesign of the home page. We simplified the site navigation, tightening the nav bar to only 6 primary labels, making it sharper in focus and client-centric. This resulted in a user-journey that is intuitive and straightforward.
A key part of our short-term development programme confidently surfaced a messaging alignment to three important client issues: how Hogan Lovells helps clients to ‘Grow, Protect and Innovate’ – which became a focal point for content curation. For the revised website, we introduced new pages that talk directly to clients about what the firm does specific to helping their businesses.
The site now features new sections, where content is better curated and displayed, including the promotion of content such as case studies, providing real world examples of how Hogan Lovells has helped clients solve their toughest challenges.
We also introduced a governance ecosystem to ensure that control and quality standards across all digital platforms would support the firm’s business objectives and strategies. Our six-point system covers policies, processes, resources and training, reporting frameworks, technology and architecture.
By clarifying how the website tells the brand story – and positions it from a client perspective – we have helped show that Hogan Lovells understands the challenges clients face and offers the information that is most relevant to them.