2014 Winners: Websites — Individual Portions of Website


First Place

Perkins Coie LLP

"startupPerColator: Designing a Digital Fremium Boosts Demand for Lawyer Face Time"


startupPerColator.com is a website designed to raise the visibility of Perkins Coie’s Emerging Company & Venture Capital group. Just 18 months after launching the site, attorneys are receiving requests from clients and potential clients worldwide for startup company counsel and live presentations on topics of interest to founders and investors.

Perkins Coie - 1st Place

This site is a response to the changing landscape for startup and venture capital companies, which includes fee pressure and demands to reduce initial startup costs. Perkins Coie launched startupPerColator.com to help entrepreneurs and investors obtain the tools they need to start and grow great companies.

The mini-site strives to be a destination portal for entrepreneurs and early-stage angel investors by:

  • Educating entrepreneurs on startup challenges
  • Adding efficiency to the process of legal document production, and
  • Giving back to the startup community by meeting demand to reduce startup legal fees

Though some competitors’ sites were already providing free documentation tools, Perkins Coie entered the market with a distinctive design that established the site’s unique personality. The name startupPerColator is a creative mashup of the firm’s name with its audience’s and integrates the firm into the startup community. The line-drawing artwork playfully harkens to the golden age of invention and avoids stock clichés. The color palette is an electrified version of the firm’s main site. Designed with generous white space, modern graphics and brief copy, startupPerColator is the hipster sibling of the Perkins Coie family. This speaks directly to the collective eclectic and innovative psyche of the startup ecosystem. The firm also consistently updates content on the blog, Facebook and Twitter, and increases visibility through aggressive media outreach.

In the past year, more than 18,000 global visitors, half of whom are unique, have visited startupPerColator. Results since launch include new clients and increased visibility.

One encouraging result is the feedback from the venture capital and startup community asking for presentations based on the Founder Tip of the Week blog. In 2014, our ECVC attorneys are scheduled to present the statupPerColator series roadshow in which they share their expertise and bring the startupPerColator personality to life before target audiences nationwide.



Second Place

Goodwin Procter LLP

"Founders Workbench Website"


Founders Workbench® (foundersworkbench.com) is Goodwin Procter’s free, online resource to help entrepreneurs navigate many of the legal and organizational challenges commonly faced by startups and emerging companies. The site, which includes self-service tools for generating foundational legal documents, removes cost and access barriers that can handicap early stage ventures, and provides advice and best practices on a wide variety of topics related to capital-efficient company formation.

Goodwin Procter - 2nd Place

In 2013, the site was redesigned and enhanced to include the addition of LLC documents as part of its Document Driver®, a self-service document generator that helps startups create a tailored set of legal documents, and incorporating two new web apps: Capital Calculator, which helps founders calculate dilution and liquidity under different deal scenarios, and Deal Dictionary, which introduces founders to the key terms that may come up in discussions with investors and legal counsel. Upon completion of the Founders Workbench “rebirth,” the firm made the strategic decision to showcase the new site where entrepreneurs and aspiring startups convene: the annual South by Southwest (SXSW) festival. While hosting a launch party during SXSW, the firm was able to meet new founders and actively demonstrate all updated features and resources.