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The firm’s original website was based on a very “Web 1.0” look - it was dark, had pictures of gavels, scales of justice, eagles, and similar images, and included an attorney profile/resume. In short, it and had all of the hallmarks of a typical law firm website.
We spoke with Mr. Burton to analyze his primary practice areas and desired clientele. While Mr. Burton has a diverse skill set and legal practice, we focused the legal aspects of branding around his corporate and intellectual property practice, and used the “Client Centered Website Approach“ to create a dialogue between Mr. Burton and prospective clients by explaining to them about how the Firm typically serves their needs.
Mr. Burton practices in Phoenix, and likes old west memorabilia. His practice is characterized by “traditional values” and a strong commitment to serve the needs of clients. He wanted to convey these ideas to prospective clients, not only with words, but also with associated imagery that would resonate with prospective clients.
He also wanted the website to be very inviting, to serve as an effective call to action for clients to contact the Firm, and to create a brand that would distinguish the Firm from other law firms offering similar legal services.
We developed a unique brand for Mr. Burton based on all of these aspects. The “old west” theme and “traditional values” are translated through the website by:
To make the website more inviting we used borderless pages, and a very “clean” layout using simple lines and uncomplicated navigation.
Every aspect of the website was developed around the “Client-Centered Website Approach”, as described in The Essential Attorney Handbook for Internet Marketing, Search Engine Optimization, and Website Development Management.
