Having recently unveiled a new logo, Saunders & Silverstein wanted their website to reflect their revitalized positioning and messaging. After making a detailed study of the evolution of the firm’s brand, Stackpole conceptualized a fresh approach to the site’s information architecture, user experience, and content hierarchy.
We then went on to design and develop an entirely new website as well as crafting reinvigorated content and messaging. Having designed and developed the firm’s previous website, Stackpole had an insider’s appreciation for how the firm had grown and how it had strategically honed its intellectual property law practice to meet the needs of a larger target audience.
In addition to outfitting the website with a bold new design, Stackpole made the recommendation to place a greater emphasis on attorney profiles and to provide biographical content that was informative and credibility-enhancing.
We determined that an approach to copy, featuring snapshots of each team member’s professional credentials, depth of experience and area of expertise.
Our review of analytics revealed that visitors to law firm websites most often head directly to the team section to get a sense of the person behind the positioning. Given that, we recommended a treatment of the “Our People” section that was at once inviting and reassuring. The objective was to present the team as knowledgeable and experienced, but personable and approachable.
We began by art directing a photo shoot where striking black & white photography would be used to depict each team member in a photojournalistic, natural guise as opposed to the typically formal and, often stiff, portraits seen on the websites of other law firms. This style of photography hints at Saunders & Silverstein being a team of legal experts whose approach to intellectual property law is as agile as the ever-evolving legal landscape.
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