A trend I’ve noticed are firms that have a history of horrific web sites (ahem, you got it), end up going the generic large firm route in starting over. The result is a definite improvement. It would have been nearly impossible to do worse—unless a partner’s son’s fiancé who sort of does web sites took over (which still happens on occasion, believe me). There is nothing wrong here with being typical. However, firms that are now typical are trying to differentiate. That should be next on the marketing plan.
“Climb every mountain…” Thus, the design theme for the new S&C web site. It took me a few moments to realize that the home page design—mountains of the world—changed with a refresh. There was Mt. Rainer in the U.S.; a range in Pakistan; other pretty photos from New Zealand and Nepal. I went back and forth, trying to decide if I liked the elegance and sparseness of the welcome page. Yes, I do. If you’ve followed the web site history of the elite NYC-based firms, you know that it took awhile to realize that there was a purpose beyond recruiting. The S&C site is a major improvement over the previous edition. The slide show photos in the summer associate section of careers are a nice touch. The “contact us” and “directions” pages are textbook solid. The content in many of the sections has the same fields and options as many of the large firm sites. Nothing unique, but “standard” works here.
Not that I’m a psychic or anything, but here is a comment from the previous IMA review from two years ago: “On this day, a picture of Dick Cheney addressing a TS luncheon appears. Which means that the firm is either very politically connected, or has some really good duck hunters.” How is that for timing? (This site review is written in February 2006) Wow, I hope those people are okay. Who knew running around shooting guns was dangerous? The site is still one of the better ones in terms of utilizing graphics and symbols that go beyond the typical law site junk—including mixing in the occasional video clip as well. A strong presence that stays away from the old cookie-cutter curse.
The BR site finally looks like the site of a major law firm. I went through my critical remarks of two years ago—weak home page? Fixed. Poor updating? Fixed. The site finally does what is should be doing—providing a virtual view of who you are and what you do. Of course, you are still getting those intangible points for the www.brownrudnickcenter.com site and the occasional newsletters I receive about the pro bono efforts. When I needed to assist a firm with forming a charitable foundation last year, this is where I started.
The site is improved, mimicking some similar firms in design and content. The home page design is awfully close to Cleary Gottlieb, with the use of black and white photography. The back-end is the standard databases. I liked the “news and publications” signup form. And the “working here” recruiting section is very nice—with the alumni directory and the “hearing is believing” sound bytes. The “selected representations” is another good information tool. I’d like to see the latest one or two on the home page, to off-set the brochureware mindset. Overall, a significant step forward.
The practice area matrix was interesting, but I’m still trying to figure it out. I guess that is why it is a matrix. “Why Foley Hoag?” had an interesting video feature. The “contact us” page is really weak—click-through disclaimer to send an e-mail? Come on, now. Overall, the site is above-average and contains what is needed and expected. Glad to see the health care lawyers are not the only ones generating content this time around.
I started with a radio law brief (good) and an alert (ok), and a seminar…d’oh! Are you telling me your last firm-related seminar was in late 2004 (it is nearly April ’06 on IMA review day). I did visit the Team Gardere MS150 web site (also highlighted on the home page). As an MS150 rider myself (City to Shore in New Jersey), that is worth an intangible point with me. There are some nice tech touches, with content that goes well beyond web page, PDF, word doc. There is just some disjointedness (if that is a word) to the site and it has lost some points since the last review. My guess is a change in marketing management, but I do not really look into that sort of thing.
Still like the home page, but the site felt a little dated (just a little, unlike some truly dated sites) this time around. A little thin in the “events” arena. I applaud that there were some past events listed, as opposed to a blank page or “no events scheduled” that so many firms had. However, I have trouble believing there is not more activity there. Yet another firm with a paralegal directory. When did people that were not JDs earn a listing on a law firm web site? As if you need to contact them. And they generally do all the work. Makes more and more sense to have fuller directories available. I still wish the firm had some type of descriptive home page text. My browser read “full size law firm and specialized attorneys.” What the hell does that mean? People need a better idea of who you are when visiting online and looking for local counsel or a referral from one part of the country to the other. I’m sure people in Beantown have heard of you.
What is it with firms that only show an alphabetical laundry list on your “attorneys” page? Come on! Options, baby, options. While the bio format is okay, I would not call the printer-friendly version the friendliest in the world. A little thin in areas like “legal alerts”. Get those attorneys writing stuff for the marketing department. Come on! Good pro bono. Search results are formatted in a useful fashion. There were things in the old site that I miss. This is a little “sanitized for my protection”. It has a good platform and navigation, so making little upgrades should be relatively easy.
If you like lots of design, you’ll really like this site. It is a little too much for me, but that is more about style and personal taste over right and wrong. I actually find the site quite creative and if you spend enough time on it, will see that there is a lot more to it than might first appear. The design and nav bar distracts you from some strong areas, such as nicely organized practice pages. I might change a few things around, but appreciate a good effort. A highlight includes search result format. “Breaking News” is a little weak.
