Audit of site usability:www.awf.ae

1. Quick overview.When a visitor drops to a main page he instantly realizes he is at place associated with advocacy, consultancy, something that can help defend his legal rights. Eloquent banner depicting a team of professionals with book shelves behind them is an avid proof.But it’s unclear what namely a visitor can get from it: which problems can be resolved. Besides there is no clear system of navigation: for instance to find out an enquiry form one has to scroll a page down, very few quantity of call to action buttons. Instead of that we can see a bulk of unreadable and over optimized text.

2. Main page.

Problem SolutionTo reach a main page one should

click Home sectionRemove Home section at all. Make

Logo clickable

No bulleted list with highlights/main

advantages/distinctions from competitors

Create and place such a list. Highlights have to be weighable, essential, distinctive. No general

advantages such as talented people, partner-led service

To read all info one has to scroll down the page- and most will

likely leave the page

Try to put all necessary info, text, pictures above the folder to

minimize scrollingNo phone numbers, opening

hours in the upper right corner of the page

Place a block with contacts in the upper right corner of the page

A word "Firm" is used Replace with a word "Company"

No Call-to-Action buttons

Set up Call-to-Action buttons e.g."Get free 30 min consultation with our specialist" or "Read our

latest article on.."Two different websites with and

without wwwChoose one website. Set up a

redirect to a chosen one

3. About us page.

Problem SolutionToo much of text- nobody will read it

Mission, Our values, Why choose us must be diminished and

rewritten

No any welcome video

Make up and put in 2 min greeting/welcome video on behalf of general manager or business owner to elevate company's trust

rate

No cases with successful solutions

Place successful cases, reviews from content clients, showing

employees competences, professionalism, add client brands

(in a form of icons) as a preference OR set up an

additional Portfolio/Testimonial section of menu

Page has to be scrolled down to get to an end

Try to place all relevant info above the folder

No photos of certificates, licences, diplomas, awards Attach such info

No info about companies from coherent fields a company

Place personalities, companies' brands

cooperates with

4. Charges page.

Problem SolutionGeneral text, no methodology of

price calculation

Create a clearer and more transparent framework of

expenses that can be includedVery few cases of price

calculation, an anchored link beneath the page is not

highlighted Highlight a link, add more cases

5. Articles.

Problem Solution

Articles are uploaded on external website

Carry over all the articles to our website

Articles placement is not regular Adhere to periodicity, regularity

Articles are descriptive

An article should be aimed and lead to sale of companys'

services. Hence in the end of it there must be reference to our

website page with a definite service we offer

Nesting level of articles is high

Try to restructurize and decrease a number of clicks to get to an

article

6. Contacts page.

Problem SolutionNo opening hours Add opening hours

No physical, schematic map with arrows, directions how to get to an

office Make a graphic map with directions

7. SEO analysis.

Error 404 has to be set up (no redirect at the moment) Page speed on both mobile and desktop versions are rather low

(instructions how to fix it can be given using following tools:https://developers.google.com/speed/pagespeed/insights/https://testmysite.thinkwithgoogle.com/

Mobile version needs to work out: no menu, no banner/photos visible on most devices

As far as external links are concerned percentage of SEO/optimized links is rather high. Main recommendation is to work out all of them (sources, anchors) and rewrite or remove low quality ones

8. Traffic/Demography/Behavior statistics.

Average visit duration is 4 min, pages per visit- 4. Soundsquite good, but bounce rate 63% means that 63% of visitors don’t go further than one page and leave a site. This can be caused by different factors : rubbish irrelevant traffic, contents is not alluring, visitors can not identify what this website can offer them or advertising campaigns are not set up correctly. Each reason must be scrutinized

Most traffic goes from direct links, only 30% - from search systems No social network activities at all, traffic is not flowing from there.

Main recommendation: set up and run accounts in www.linkedin.com, www.facebook.com, make regular posts, put on interesting and useful cases, enhance subscribers pool

Search traffic is divided between organic and paid. Most traffic generating requests are “family court dubai garhoud “most famous lawyers in dubai” and “law no. (14) of 2008 concerning mortgages in the emirate of dubai”. Main recommendation is to work out these phrases, for instance create articles, make up FAQ and Answers with these low frequency keyword requests. Apart from that semantic core is to be collected and text on each page should be revised according to it