Less Bland, More BrandBy Joe Walsh and Jeffrey Morgan
January 1, 2007
Simply put, law firms are failing to create Web sites that effectively market their organizations. This was the conclusion of a survey that our firm—Greenfield Belser, a brand-design consultancy based in Washington, D.C.—conducted of the Am Law 200 Web sites (see “From Bland to Brand,” Nov./Dec. 2005). Too many firms focus more on technology and information delivery rather than the design of their sites and, in the process, fail to differentiate themselves from their competition. As a result, there’s an overwhelming sameness in both style and function. Last fall we expanded our research to include the top 50 accounting firms as listed in the Vault Guide to the Top Accounting Firms. We wondered if these firms and their consultancies were any better at establishing a brand identity on the Web than are law firms. In general the answer is no. However, there are some striking differences that offer lessons to both professions. Click here to download a PDF of the article.