Eide Like Our Brand to be

about the market

Eide Bailly approached us with the charge to create a brand that is more about their market than about the firm itself.

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Create Arresting “Service Area” Descriptions

By Greenfield/Belser
December 1, 2010
Create Arresting “Service Area” Descriptions

Your services are what you DO. Make them easy to find and absorb.

  1. Tell stories of your successes; don’t just make your online sales piece a list
  2. Promote your services throughout the site—in the About Us section, the Offices page, etc.
  3. Include on all service pages cross-links to other relevant service areas, related links to articles/events/news, and at least one contact person's bio
  4. Deliver the information clearly but with panache. No one has to read your copy.
  5. Be consistent. Make sure your copy is aligned with your brand personality.
  6. Don’t say it; show it. Charts, graphs, diagrams and tables can convey substantive information. See our case study on Morgan Lewis and how they conveyed detailed information in a graphical, engaging way.
  7. Humanize your offering by sharing insights from service leaders and clients.