Bar AssociationWeb Strategy

Fig Leaf Software

Agenda

What you’ll learn:o How to develop a reliable content strategy

and plan for content migrationo The value of focus groups and user surveyso What happens during the design processo How to manage the content on your websiteo Making your website accessible on mobile

devices

About Fig Leaf Software

Reliableo Veteran Owned, Founded in 1992o Based in Washington, DC with National Client

BaseExperienced

o Award winning user experience, creative & information technology company

o Multiple State Bar Associations, Legal clients and member-driven organizations

About Bret Peters

Chief Marketing Officer15 years with Fig Leaf Software

www.linkedin.com/in/bretpeters

I work with organizations to help drive revenue and membership by delivering value via web and mobile experiences.

Our ClientsAlbany Law SchoolAmerican Bankruptcy InstituteAmerican Bar AssociationAmerican Immigration Lawyers AssociationAssociation of Corporate CounselCornell University Law SchoolCourt Services and Offender Supervision AgencyDistrict of Columbia BarEnvironmental Law InstituteFederal Bureau of InvestigationFederal Judicial CenterGeorgetown University Law CenterThe International Center for Not-for-Profit Law

Maryland State BarMERITASNational Center for State CourtsNorth Carolina CourtsNorth Carolina State BarState Bar of GeorgiaUniversity of Michigan Institute of Continuing Legal EducationUS Bankruptcy CourtUS CourtsUS Department of JusticeUS Senate Judiciary CommitteeWest Virginia State Bar

DC Bar

• Web Redesign• CommonSpot CMS

Implementation• AMS Integration• Content Strategy• Content Migration• Training • Managed Services• Marketing Support• Technical Support

State Bar of Georgia

• Web Redesign• CommonSpot CMS

Implementation• iMIS Integration• Content Strategy• Content Migration• Training • Managed Services• Marketing Support• Technical Support

Bar Redesign Process

Phased Approach• Mobile first design• Dedicated PM• Status Meetings• Regular Reports• CommonSpot

Implementation• Contributor

Training

Content StrategyYour Bar’s Biggest Challenge

CommonSpot Content Strategy

● What is it? o It is not a single solution or a single

deliverable

What is Content Strategy?

● Substance o Identity, words, media

● Structure o IA, navigation, taxonomy, platforms

● Workflow o Process, tools, calendars

● Governance o Policies, roles

Why Create a Content Strategy?

● Because content drives revenueo Conversions, calls-to-action

● Because the Internet is increasingly personalo Unsatisfied users don’t buy, don’t join, don’t

donate, don’t enroll and don’t return

● Because responsive design requires ito It’s not about the device, it’s about the

viewpoint of the user

Content Audit - Who’s is it?

Identify content owners

Content Audit - Where is it?

Identify where the content lives

Content Audit - Who sees it?

Review and understand trafficstatistics

Content Audit: How do they use it?

User ExperienceFocus Groups & User Surveys

Your Bar Website Visitors

Identify Personas● Roles● Education● Demographics● Preferences● Needs

Primary Bar Audiences: Legal

● Bar Members (lawyers & judges)● Paralegals & legal secretaries● Law office managers● Lawyers who are not members

(primarily out of state)

Secondary Bar Audiences: Public

● General public (seeking information or assistance)

● Businesses who work with the Bar● Teachers and/or students● Media

Map Content to Personas

How does your content map to each persona?

● Map available content to answer questions personas would ask

● Identify holes, unanswered questions● Create content to fill gaps● Migrate content to new site, new IA

Web Page Structure

Focus: If you can put yourself into the shoes of the persona you can write for the page / site. ● Who is the target persona for the page? ● What is the primary goal of the page? ● What’s in it for the targeted persona? ● Where are they in the sales cycle (if selling)?● How will they find the content?

Focus Groups (Internal Example)

Focus Group 1 (5 people)● Bar Counsel● Executive Office● Communications● Pro Bono● Finance

Focus Group 1● Bar Counsel● Bar Counsel● Communications● Pro Bono● Finance

Focus Group 1● Bar Counsel● Bar Counsel● Communications● Pro Bono● Finance

Focus Group 1● Bar Counsel● Bar Counsel● Communications● Pro Bono● Finance

Focus Group 3 (7 people)● Professional Responsibility Board● Pro Bono● Programs● Sections● Membership

Focus Group 2 (8 people)● Membership● Regulation Counsel● Communications● Human Resources● Continuing Legal Education

Focus Group 4 (5 people)● Communications● Executive Office● Continuing Legal Education● Sections● Programs

User Surveys

● Public Survey● Member Survey● Internal Survey● Interviews

User Experience Details of the Design Phase

Design Process

1. Creative Session with notes & project plans2. Creative Brief (with sitemap & wireframes)3. Design mock-ups / comps4. Responsive prototype

Creative Session

Creative Brief

Design Mockups / Comps

Unique page design visions based off of wireframes and creative brief.

Design Mockups / Comps

Dozens of unique page designs showing key functionality

CommonSpot Responsive Prototype

● HTML ● CSS● Clickable● Responsiv

e● Mobile

First

CommonSpot CMSUse your Subject Matter Experts

Member Managed Content

Allow members to set their communication preferences, pay dues, and participate

Managing Content with CommonSpot

Easy home page layout for content editors

WYSIWYG Editing

Easy content editing for Subject Matter Experts

CMS Reports

Granular reports across all content, users and system information

We’d be delighted to help you

● Develop a reliable content strategy and plan for content migration

● Perform focus groups and user surveys● Redesign your mobile and web

experiences● Install & configure the CommonSpot

CMS● Train your staff & support you long-

term

Free Bar Website Assessment

Contact Seth to set up a complimentary bar association website assessment.

Seth LandBar Association Strategist404-981-3070 (office)678-618-2500 (cell)sland@figleaf.com

Thank You“We’ve Got You Covered”