2016 Winners: Websites - Total Website

Refresh, Overhaul or Rebrand Totaling Between $75,001 - $175,000

Honorable Mention

Ogletree, Deakins, Nash, Smoak & Stewart, P.C.

Ogletree Deakins Website Redesign Beats Three Strategic Goals

SummaryYHA | Ogletree, Deakins, Nash, Smoak & Stewart, P.C.

In order to attract more visitors to its website, entice visitors to stay for longer periods of time, have visitors engage with the firm’s thought leadership content and deliver an online experience that would encourage a return visit, Ogletree, Deakins, Nash, Smoak & Stewart, P.C. set out to redesign its website.

The project entailed a complete overhaul of the website in terms of design and development, including a new content management system, new navigation options with megamenu functionality, effective use of white space and enhanced branding that reinforced the firm’s tagline: “Employers and Lawyers, Working Together.”

The firm placed a premium on showcasing its attorneys continue to be a top source of website traffic. Placement of and exposure to the firm’s thought leadership content was equally important. The firm produces hundreds of pieces a year, and it had to ensure that this content was a focal point throughout the site.

The website redesign was staffed by the firm’s marketing and knowledge management departments. Together, the teams formed a committee and took a multidisciplinary approach to staffing that included in-house content editors, in-house and contracted Web developers and designers, and senior members of the firm’s marketing and knowledge management teams.

The end result presented users with a clean, straightforward and organized approach to the site’s structure, which includes intuitive navigation, multiple paths to the firm’s thought leadership content and consistent branding throughout.

While the work on the website and improvement to the firm’s online presence is ongoing due to new trends and technologies, the firm has achieved its primary goals in the four months since the new site launched. Fourteen percent more visitors have come to the website, visitors are staying on the site for 100% longer and returning visitors have increased by 7%.

Honorable Mention

Taylor English Duma LLP

Taylor English Website Redesign

Summary YHA | Taylor English

Taylor English Duma LLP’s is a nationally recognized mid-sized firm due to its new model structure. As defined and featured on the firm’s new website, Taylor English is “A New Breed of Law Firm: Purpose-Built to be smart, responsive, lean and focused on results.”

For the attorneys at Taylor English, “A New Breed of Law Firm” is more than just a tagline; it’s a different way of thinking—and an unusually value-driven approach to supporting their clients’ businesses.

Starting with four attorneys in 2005, the firm has grown to 140 attorneys as of 2015, winning national accolades for its leadership, marketing and growth rate along the way. The Atlanta Business Chronicle ranked the firm 11th among Atlanta’s Top 50 Law Firms in 2012, 11th in 2013 and 10th in 2014. Contributing to these impressive stats, 28 attorneys are former general counsel and in-house counsel. The firm’s uniqueness begins with attorney compensation, extends to revolutionary work-life balance benefits addressing hours and other traditional concerns, and finishes with an extraordinary culture. In short, the firm has accomplished what other firms only dream about because it was “Purpose-Built” to do so.

After a decade of success, the firm prepared to enter its next phase. To align with structural changes, many eyes turned to a complete website overhaul to lead that effort as the centerpiece of its brand and indication of the exciting future to come.

With support from ambitious leadership, the total website overhaul began in October 2014, and the new website was launched on July 1, 2015. Manager of Business Development and Marketing Sarah Bowman served as the project manager and website administrator for the effort, with strategic direction provided by Director of Business Development and Marketing Michele Golivesky. The firm worked with Firmseek, as website developer and online strategist; Relish Marketing, as creative partner; and Poston Communications, as content producer.

Bowman and Golivesky established 25 unique goals for the effort—all of which were met.

The team used the website project to update and align practice marketing strategy by individually meeting with 16 existing practices and worked with practice and industry leadership teams to create four new practices and 15 new industry teams. Three hundred unique, new website pages were created on an entirely new platform—using only 10% of the old website’s information. Three hundred representative matters were also created and included in the new back-end experience database. The team copyedited and proofed all 140 attorney bios to improve consistency. New headshots were taken, and a new and expanded style guide was created with 35 key points.

Initial website analytics comparing July 2014 to July 2015 show new session duration increased from 1:50 to 3:12; page views increased from 25,106 to 33,154; and mobile device visits increased from 809 to 1,017. Additionally, anecdotal initial client reaction has been incredibly favorable.

The firm is seeing unique benefits for having collected important information into the back-end database. For example, the time to create a tailored response to the three requests for proposals received since launch has been greatly shortened because the firm can now sort and compile practice and experience information quickly.

Internally there has been a great sense of pride, impacting employee morale positively. All of these results furthered the firm’s brand evolution, definition and implementation. The website project also led the brand evolution in all other firm collateral.