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2017 Winners: Technology Management - Website, Analytics and SEO, Total Website Refresh/Overhaul Totaling Over $175,000

First Place

Schwabe, Williamson & Wyatt

Schwabe Website Refresh

schwabe website - image.pngSummary: Schwabe is focused on the industry, a member of a team committed to deliver expertise and ideas, recognizing that every deal has a dream and every risk or an opportunity. That’s what it means to be represented by Schwabe. This is the brand promise. The team’s objectives were to promulgate the brand’s promise first internally and then externally. The primary representation of the brand to the external world was their website; and they also knew that in today’s world of all things Internet, there is not much unique under the sun. Yet they were determined to take their brand promise to market via a creative, unique digital personality. They knew that they could succeed in creating a unique and compelling brand position that reflects the needs of the changing legal market (customers are expecting more business expertise for less money), address heightened competition among firms and approach clients with industry hats.

Very rarely is a client relations department afforded the opportunity to create a website and brand refresh around a major new direction. The team partnered with the executive committee and the board of directors throughout the process and was given a major seat at the table. They worked with firm leadership throughout the discovery process and the creation, announcement and adoption of the strategic plan and shift to an industry focused law firm.

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Schwabe believes the above strategic objective and approach will add a valued dimension to the representation of our clients. This in turn will lead to more and even better clients in the industry, less fee-sensitivity, more sophisticated assignments, more challenging and satisfying work and ultimately greater revenue and a stronger reputation. So the ultimate end game? A stronger, more polished and memorable reputation backed up by a unique brand that subsequently leads to increased revenue.

The firm believes the strategic objective and approach will add a valued dimension to the representation of their clients. This in turn will lead to more and even better clients in the industry, less fee-sensitivity, more sophisticated assignments, more challenging and satisfying work and ultimately greater revenue and a stronger reputation. So the ultimate end game A stronger, more polished and memorable reputation, backed up by a unique brand, that subsequently leads to increased revenue.

When comparing the time period of Jun. 8, 2016 (website launch) to Nov. 15, 2016 to the same time period the prior year, we found the following results:

  • Users: 127 percent increase
  • Sessions: 147 percent increase
  • Page views: 126 percent increase
  • New visitors: 149 percent increase
  • Returning visitors: 141 percent increase

The addition of a responsive site really made a difference, with a 225 percent increase in mobile traffic.


Honorable Mention

Orrick

Orrick Rebranded Website

orrick image.png

Summary: Three years ago, Orrick embarked on a transformational strategy that includes a focus on three sectors (technology, energy & infrastructure and finance) and a goal to be the best law firm in the world to work for. The firm’s new website, launched in July 2016, is a key way the firm tells the story of this strategy to clients and recruits. Knowing that clients value deep sector insight and commercial solutions, the firm reorganized its digital content around the three sectors on which it focuses. At the same time, the firm redesigned the careers section of the site around what recruits care about most: the firm’s people and its flexible career options. The Orrick website also enables visitors to experience the firm’s style: forward-looking, accessible, innovative and collaborative. The firm’s sector focus is clear through the navigation. The three sectors appear on the top of each page, and curated sector insights are featured prominently on the home page and throughout the site. Each sector has a content-rich landing page, featuring materials from across the firm’s practices and offices that relate to the sector. The firm also fully integrated its blog posts and its lawyers’ twitter feeds throughout the site. Readership of sector pages has grown by an average of 83% in the three months since launch. The site also drives traffic to the firm’s blogs and other substantive content, with a 103% increase in blog readership from October 2015 to October 2016.

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Three years ago, Orrick embarked on a transformational strategy that includes a focus on three sectors (technology, energy & infrastructure and finance), and a goal to be the best law firm in the world to work for. The firm’s new website, launched in July 2016, is a key way the firm tells the story of this strategy to clients and recruits. Knowing that clients value deep sector insight and commercial solutions, the firm reorganized its digital content around the three sectors on which it focuses. At the same time, the firm redesigned the careers section of the site around what recruits care about most: the firm’s people and its flexible career options. The Orrick website also enables visitors to experience the firm’s style: forward-looking, accessible, innovative and collaborative.

The key to success was an intense partnership between Orrick’s in-house communications team and its IT team. The two groups worked side-by-side lawyers and the marketing department, while reporting to the firm’s leadership. Orrick relied on outside consultants Living Group and Right Hat for help with website design and development. To ensure that Orrick’s content and the user experience were compelling, Orrick cast a wide net. The team spoke with 24 clients across the three sectors in all global markets and 80 Orrick attorneys, staff and summer associates. They also reviewed peer sites and best practices from the sectors, and conducted a basic competitor analysis. The building of the site went hand in hand with development of new content – the communications team re-wrote 90 percent of it. Orrick also built a biotool that allows lawyers to customize their bios as easily as one can update a Linkedin profile. After the build, extensive user testing was conducted.

Orrick has shaped what visitors are learning about the firm. Readership of sector pages has grown by leaps, even in the three months since launch. Comparing August to October, the sector pages have had an average increase in unique page views of 83%. The site also drives traffic to the firm’s blogs and other substantive content, with a 103% increase in blog readership from October 2015 to October 2016. Links to Orrick’s blogs appear on the home page, and blog posts and twitter feeds are integrated into sector, practice and bio pages in the “Insights” section, as well as individual promo boxes. In an innovative move, the firm also posts its lawyers’ personal twitter feeds that are professionally focused. Finally, anecdotal feedback from visitors suggests that the firm’s message is getting across. When asked what stood out about the new site, clients invariably respond, “It’s clear that you focus on serving these three sectors.”

The site’s sector focus is a bold move; one that aligns with the way Orrick’s clients think. The focus is clear through the navigation, as the three sectors appear on the top of each page, and curated sector insights are featured prominently on the home page and throughout the site. Each sector has a content-rich landing page, featuring materials from across the firm’s practices and offices. The firm also fully integrated its blog posts and its lawyers’ twitter feeds throughout the site.