Work Maurice Blackburn Lawyers website and copywriting

  • User persona review
  • IA design
  • UI design
  • Front-end development
  • Hosting & security maintenance
  • Copywriting
  • SEO landing pages

With a proud history of standing up for the rights of everyday Australians, Maurice Blackburn are Australia's leading social justice law firm and a true champion in the fight for fair.


A communications-driven service model

Icon was appointed to the Maurice Blackburn account based on our digital credentials and integrated communication experience. Our remit was to review and overhaul the website user experience, assist in lifting the firm's SEO, and rewrite the majority of the site's content. We were also engaged to manage the hosting and ongoing website updates and enhancements.


Moving from an internally focused to user-driven service experience

The existing website’s user experience was confusing and difficult for visitors to navigate – many of whom are confused, upset and looking for trusted advice and assistance. Visitors were being put off by legal jargon and complex service and process descriptions. Part of our job was to flip the communications approach and re-architect a user experience and tone of voice that focussed on individual needs in a clear and empathetic manner.


Empathy-driven design and communications

Icon’s UX and content teams came together to clearly identify user types, and create new pathways and clearer call-to-actions. With persona insights and journeys established we then set about designing and developing a new set of front-end templates and retrofitted them into the existing CMS. Our communications team rewrote the majority of the site’s copy and created a ‘tone of voice’ guideline for future reference and messaging consistency.

By understanding the emotional state and needs of visitors we were able to craft a better communications approach, improve usability, and increase engagement rates — a win for Maurice Blackburn Lawyers and the clients they represent.

See in action.