Lerch Early Rises to Every Challenge with New WebsiteBy Erika Ritzer
October 19, 2017
More and more, we’re seeing smaller to mid-size law, accounting and consulting firms develop and implement positioning strategies that larger competitors may struggle to adopt.
Our client, Lerch Early, is a great example.
With 60 lawyers and more than half a century of experience in Maryland, the District of Columbia and Northern Virginia, Lerch Early needed a modern and impressive website. As importantly, they needed help positioning and differentiating their full-service firm in a way that worked for diverse practice groups. Enter the uniting theme we recommended: rise to every challenge. The declarative addresses client challenges, but is also a service rallying cry for the firm. For instance, if your challenge is growing your business, Lerch Early structures deals that advance your strategic plans. Or, if your challenge is resolving a business or family dispute, Lerch Early seeks outcomes that make you whole and protects important relationships.
We started with a logo mark that illustrates “rising.” The homepage of the new website cycles through individual practices and uses short, animated images to build on the theme. The visitor never needs to leave the homepage to get a deep understanding of individual practices. The slide-out “more” button attached to each featured practice contains success stories, attorneys in the practice and relevant news articles. As a result, one homepage becomes five—each acting as a portal to the firm’s experience. Inside the site, Lerch Early credentials continue to shine in a well-organized and easy-to-navigate Insights Center. The About Us copy and content uses the rise to every challenge mantra to make the section more about the visitor. New, high-quality attorney portraits for the biographies complete this website makeover.