2018 Winners – Technology Management: Website and Development – Projects Up to $85,000

First Place

fSquared Marketing

Oyen Wiggs Website Makes Innovation Accessible

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Summary: Specializing in Intellectual Property Law, Oyen Wiggs assists clients working at the cutting edge of innovation. These lawyers are not just IP experts, they are also trained scientists and engineers. For the web design team, the first goal was to ensure that the new patentable.com would reflect the ingenuity of the firm’s clients. The second goal was to make Oyen Wiggs’ technical expertise and high-quality educational resources readily accessible to inventors, scientists and entrepreneurs.

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Through discovery sessions, the web design team identified core industries and user types. This informed site architecture and implementation of three user-paths: Legal Services, Technical Expertise and Industries. This site was designed to share educational resources, such as the Patent and Trademark Primers. To make innovation accessible, the web design team focused on creating an excellent user experience. Mega-menus and a robust lawyer-search function allow for easy navigation. Content-rich lawyer bios allow users to view, at a glance, a lawyer’s bio, expertise, case studies, publications and more. With the robust event module, the firm can share details of upcoming seminars. The new website makes lawyer articles readily available by automatically populating lawyer bios and related technical and industry pages. To celebrate the creativity of the firm’s clients, the homepage features client case studies and custom video, edited to evoke the message “Protecting Innovation."

Oyen Wiggs’ website has achieved its goals of making their IP expertise accessible to all innovators while reflecting client creativity. While their previous website did not have analytics tracking installed, so a direct comparison of metrics is impossible, there is evidence that this project has achieved its goals. The new Patent Primer resource is one of the top pages viewed. The new site made it easier for lawyers to share publications, resulting in lawyers publishing 100 percent more articles in the last eight months than in any previous year. High-quality resources have resulted in visitors spending longer on the site. An improved online presence resulted in more law student applications than before. Close attention to SEO best practices has resulted in an uptick in Page Authority on Lawyer Bio pages by upwards of 45 percent. The Print-to-PDF and refer features have been well-received by the firm’s Foreign Associates, who are pleased to recommend Oyen Wiggs to clients around the world.

Second Place

Greenfield Belser, a Finn Partners Company

Feldman Shepherd Website

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Summary: Among the nation’s most respected large-scale personal injury firms, Feldman’s team is passionately devoted to their clients' causes. The new website needed to reflect the firm’s values while distancing them from broader personal injury (PI) firm perceptions. The position is based on the notion that the firm’s lawyers are serving people confronted with life changing events beyond their control. In turn, Feldman promises to do all it can to be life changing trial lawyers — a big promise, yet one backed up with proof.

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Feldman worked with an outside agency to develop messaging to reposition the firm away from the perception that personal injury trial lawyers are self-interested, brash and in constant sales mode. The firm communicates its promise of being trial lawyers for the most important things in life throughout the site. Everything on the new, responsive website is rethought and redone, including a new logo. The new approach includes client focused imagery, copy and fresh professional photography, as well as state-of-the-art back-end technology, SEO-savvy content and Google-enabled language translation. Client stories bring to life the work that Feldman has done and how they have impacted the lives of many.

The site has only been live a few months, but Feldman has seen a dramatic increase in page views and the time spent on the site. Of particular interest to visitors are the "stories". These pages consistently have the shortest bounce rate. Since the launch the firm has worked to add more of these stories and will continue to enhance this section. Internally, the site has been a source of pride for the attorneys and staff. The previous website was a typical personal injury site that screamed results and had a very intrusive call to action on all pages. The firm is proud of the sophistication and "human side" of the new site — and the firm is thrilled with the overall increase in traffic.