Second Place
Foley Hoag LLP — New Emerging Enterprise Center at Foley Hoag LLP Web Site
The Emerging Enterprise Center at Foley Hoag (EEC) was launched in 2006 with the strategic business objective of building not only a physical office space for the provision of legal and business services to the entrepreneurial and venture communities, but also an online forum with resources and tools that enable industry leaders to share and exchange ideas. The EEC was originally launched with a very limited Web site, so a new site was needed to support the EEC’s important work and growth.
Each year the EEC hosts roughly 190 events for the venture capital and entrepreneurial community. The EEC Web site supports the Center’s effort by hosting the calendar and registration functions and archiving all past presentations. The site also provides a library of pertinent information and business insight for a growth company to gain strategic legal and business insight. It hosts a robust resources section that is continually updated with industry directories, angel funds and other industry materials. There is also a Q&A module called ‘ask the start-up lawyers’ where entrepreneurs can ask questions on an ongoing basis and receive guidance from the firm’s lawyers.
Summary of Outcomes
The official site launch occurred in November 2009. The results to date have included marked brand recognition, high traffic to the new EEC Web site, strengthened relationships with regional industry groups and new business leads. Since launch, the site has experienced an increase in site visits of 280% with nearly 80% being new visitors due to the site’s built-in Search Engine Optimization tools. 55% of site users visited as a direct result of the firm’s marketing communications efforts around the launch.
Third Place
Goulston & Storrs with Content Pilot — Goulston & Storrs Website
Goulston & Storrs wanted their new Web site to showcase their lawyers’ diverse experience in an “it’s all about YOU” style, not an internally-focused, brochure-type way. The message of the site was simple — visitors should be greeted warmly and be able to seamlessly navigate to desired content.
The Goulston & Storrs Web site creates a personalized, client-focused experience through using lawyer biographies which were designed to quickly identify pertinent information, provide a brief narrative, representative experience and newsworthy items at a glance. A peek into the attorney’s personal lives comes through personalization questions, and a full body photo allows for an energetic and approachable feel. Client pages provide case studies, testimonials, Done Deals, a service pledge and city-specific concierges for visiting the Goulston offices. Recruiting pages include the inside scoop for potential directors (partners), associates, paralegals and staff. Podcasts, testimonials and tips offer job seekers a personal look at all the firm offers.
Firm attorneys are featured in creative photos matched with Goulston’s signature word pairs, attributions and client testimonials throughout the site. They showcase true personalities on the team — a unique differentiator in the market place. The firm showcases their client-focused advertising campaign by featuring several new print ads and commercials, developed to show during the evening television business news. The site searchability offers easy access to robust content, which is updated daily. Google Analytics empowers the firm with information about visitors and traffic patterns. The Goulston & Storrs site is highly unique, personal yet professional, and tells the firms story extremely well.