If it ain’t broke…fr.com is a good example of a site that has legs. Built well from the start, there is some occasional tweaking and plenty of updating, but little has changed. Lots of quality data that is all-things IP. No reason not to appreciate doing things well early on, and maintaining things late.
The brighter colors on the home page was a welcome “site” after what seemed like a dozen “dark shades of blue” in a row. They do some great programs—highlighted by the “Winemaking for Lawyers CLE”. Register me now! Get drunk and CLE at the same time? As the Guinness commercial says, “brilliant!” I’m not a huge fan of the practice area description layout. However, the site is stronger in providing news, events and media mentions. I’d like a more dynamic attorney bio search page as well. The site does an excellent job of encouraging “contact” with a press release sign-up and forms for receiving publications. “Client Connect” shows some excellent tech tools for their clients. The irony is that the site does well what most firms do not, yet does not always deliver on the basics. But…after feeling like all these sites were looking exactly the same, and operating the same, it was refreshing to see a difference.
A vastly improved web site that is still “straight forward and conservative” (as I called the last version), but tells a much more compelling story. Outstanding practice pages. Good attorney search capabilities. A smart “news, articles and events” section. Good navigation and searching. I was a little surprised to see such a sketchy “careers” section, but assume there is no summer program. If I assume wrong, some work needs to be done here.
Still an excellent site that utilizes many elements of the firm’s advertising campaigns. In this day and age of rapidly changing firms, the “key facts” on the home page does a great job updating people on the current state of the firm. I’m especially fond of the bio format the firm uses, mixing the generic narrative with strong bullet-pointed expertise. The amount of content is current, yet does not overwhelm you (in a good way). The site is more corporate in feel than law firm in feel—which, again, is a compliment.
In a seminar I gave on branding a few years ago, I mentioned that Johnnie Cochran was one of the few attorneys in the nation that you could say was a brand. I also thought he was one of the few attorneys who could basically create a firm and immediately have the type of name recognition that few could duplicate. We never met, so I can not claim to have suggested that the Cochran Firm is exactly what I had in mind. Unfortunately, he is no longer with us. So, it will be interesting to see how far that legacy and brand can carry this firm into the future. By the way, for many years, Johnnie did not have a web site. Yet, prospered nonetheless. You see very few consumer-oriented firms in the 250, so the audience and messages are going to be different. This site does it very well. From the 800 number to the free case review link. Parts of the site are still apparently a work in progress. But the FAQs, definitions and verdicts do pretty well. The reality is people are not coming to this site to read articles and subscribe to newsletters. Of course, plenty of acknowledgement to the founder—with a tribute video and legacy information. And you can watch all the TV commercials in the media section.
It never hurts to let me know what is new and improved on a web site. Thanks to TC for letting me know--the site now includes a comprehensive search engine; the graphics have been updated; the careers section is several times larger; firm/legal news is on the home page; info on diversity and pro bono; radio spots from a KMOX campaign are online. That was their two cents. Here is mine. The firm has rebounded with its online marketing presence by focusing on the user. The graphic design is relatively meaningless, which is fine, since the rest of the site has been shored up. The vignettes from Black History Month on KMOX Radio (Even I’ve heard of KMOX!) are far more impressive than the typical law firm “diversity schtick.” Say it like you mean it. In careers, “where are they from” map is still there. That component has been copied by many.
Lots of events and seminar action. The case studies are just enough to show experience, without boring me to death. A dynamic attorney search page. Not a lot of sites are effective in breaking out the “industries” categories and data, but that is not the case here. Strong resource center. They know when to give me depth and when to sketch it out. It is harder than you might think.
Many years ago, I visited BBK in Riverside and talked about the web. Looks like they were paying attention. I still remember they served a Chinese buffet for lunch, which just delighted me. All those deli trays I get at firms. Marketing is all about separating yourselves, and that is one of those things I never forgot. Of course, a nice Jewish boy is going to appreciate that. A firm did recently order me Thai, though. If I’m doing an upcoming seminar at your firm, think about Japanese. What does this have to do with BBK’s web site? Nothing. I’m out of witticisms. I’ve written close to 300 on this date. The home page is set out just right. I like most of what the practice pages offer, especially the hyperlinked client lists. Some of the practice descriptions, however, were a little winded. “Court Wins” and “Handouts”, along with “retail publications” were beautiful added touches you do not see or get every day—just like that Chinese buffet. How do you like the way it all circles back?
DB continues its upward climb in using the web right. The splash page is gone. The content is updated. I’d still mess with the home page design and layout. Get rid of the scrolling headlines and give me a few static highlights to follow. An area I thought was excellent and buried was the “Energy Policy Act of 2005” resource center. There were other similar specialized pages—like the “Securities Act Reform” page. This all showed me that the mindset at DB has changed a great deal. Still a fan of the firm’s intro statement on the front page, and areas like “client programs.”
Can I count this law firm web site review as 10 law firms? Maybe 20? I did not think so. Another day, another merger. What I once knew as a big Baltimore firm in my hometown is now a global behemoth. Will it work out? Only time will tell. You know it is big, when you click on “locations” and get “United States” as a selection instead of “Cherry Hill, NJ”. I used to talk about 1,000 attorney firms struggling with putting together an appropriate site—with all the offices and people and practices. Well, these guys with 3,000-plus managed, so no more excuses from tiny firms of 1,500. Well executed.
