Choate Hall & Stewart (Choate), with 200 lawyers under one
roof in Boston and a firm that focuses on select core areas
where they practice at the top of the market, has a different
model than many other successful firms with offices in multiple
cities. Choate wanted to enhance its image as a dynamic
first-tier firm that is an optimum alternative to megafirms
and recently did so by revitalizing www.choate.com with key
elements of its new brand and innovative technology such as
streaming video and imagery.

The challenge – to create a site that draws in visitors, encourages
them to stay and compels them to return -- was successfully
handled in several meaningful and contemporary ways. The
Your Honor judges deemed the site “reminiscent of YouTube,
strong, relevant and well-branded,” and gave it first place in the
Website category.

Choate’s site is one of the few law firms to creatively integrate
video, imagery and content to create a personal and engaging
experience that is directed toward improved and continued
relationships with clients and visitors. The fresh style matches
the brand identity, and every element plays on Choate’s “by any
measure” tagline.

The results – with a dramatic spike in visitors and more than
15% of them spending more than 10 minutes on the site, in
addition to positive comments from clients and high-end business
and law publications and The New York Times – speak for
themselves and commend the thoughtful website reworking as
money and time well spent.