Project summary: rebuilding and rewriting prospective barrister section of the Bar Council's website.
Here you'll find more detail about what we did that made these pages successful.
See the overview on the project page
A team of us worked closely to make these pages:
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More engaging
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Provide opportunities
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Look sophisticated
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Use correct and current information
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Connect the audience with a range of other stakeholders in the community
I created a template for every audience-specific page organised the process, opportunities, resources and tips in a logical order for that audience group. Each section of these pages was designed to be interactive, easy to read, succinct and clear. We also ensured our stakeholders were involved in the final output before we launched.
The result: following launch, our analytics showed that people were visiting the audience pages exponentially more than before and engagement increased across all of these pages from 15% to 70% or more.
This project was completed under employment with the General Council of the Bar.
Before and after
Page breakdowns
Below is a screenshot of each page from this section of the website and the detail of what we did to make this page more engaging.
Becoming a barrister
Anchor points
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Linking to the top three areas of the page
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The top questions audience have
Questions for searchability
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Headings are questions audience have
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Makes pages searchable
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Makes answers easy to read for audience
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Additional channels for becoming a barrister
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Following the success of the becoming a barrister hub, other marketing channels were generated:
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Broadcast channel on Instagram
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New guide dedicated to the path to the Bar, specifically for university fairs
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Page navigation
... for longer pages
Different stages
The team summarised the journey to becoming a barrister into the three main stages.
Detailed menu
Links to sub-pages for each stage of becoming a barrister
LINKS
Additional links
Other items are added to this section as and when they arose. This included events, guidance, policy changes and reports.
Questions in copy — for searchability
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Headings are questions audience have
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Makes pages searchable
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Makes answers easy to read for audience
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Audience pages
The audience pages are specific to the stage of a person's journey to becoming a barrister. Each page has been structured consistently across all. Some pages have additional sections specific to that stage.
I am a school or college student
Anchor points
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Linking to the top three areas of the page
Next step links
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These quick links take people to the next step if they are reading through the core information only
Tips
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These tips help people believe they have the edge
Quotes
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Real and recent quotes from barristers to make the audience feel like their path is achievable and real
Experience and opportunities
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A list of opportunities available to people in this stage
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Links and details that are updated as we found opportunities and reviewed annually
Next step and return to previous page quick links
... for easy navigation
I am a university student or graduate
Anchor points
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Linking to the top three areas of the page
Questions in copy — for searchability
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Headings are questions audience have
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Makes pages searchable
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Makes answers easy to read for audience
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Next step links
-
These quick links take people to the next step if they are reading through the core information only
Tips
-
These tips help people believe they have the edge
Quotes
-
Real and recent quotes from barristers to make the audience feel like their path is achievable and real
Experience and opportunities
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A list of opportunities available to people in this stage
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Links and details that are updated as we found opportunities and reviewed annually
Next step and return to previous page quick links
... for easy navigation
I am trying to secure a pupillage
Anchor points
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Linking to the top three areas of the page
Questions in copy — for searchability
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Headings are questions audience have
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Makes pages searchable
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Makes answers easy to read for audience
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FAQs
... to help with search — especially with AI search
Quotes
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Real and recent quotes from barristers to make the audience feel like their path is achievable and real
Links to resources and guidance
... to cross promote
Experience and opportunities
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A list of opportunities available to people in this stage
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Links and details that are updated as we found opportunities and reviewed annually
Next step and return to previous page quick links
... for easy navigation
I am a pupil
Anchor points
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Linking to the top three areas of the page
Clear definitions of the stages within this phase
This stage, pupillage, is renown for being difficult to achieve and navigate. Explaining the fundamentals helps with searchability, helping users find us
Support links
A list of key resources available to people
Quotes
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Real and recent quotes from barristers to make the audience feel like their path is achievable and real
Links to advice and guidance
... to cross promote and give a real experiences to empathise with and support people
FAQs
... to help with search — especially with AI search