Greenfield Belser 2017 Annual Review

Greenfield Belser has been a Finn Partners company for almost two years. This year we are adopting the new Finn brand style we created for the firm that is on the second spread of our book. That’s exciting for all of us here at Finn, but that’s hardly all that has been going on this past year. Really, it is impossible to say we love the work we did for one client more than another, but our goal is always to show you a balanced portfolio—across sectors with firms of varying sizes located all around the country. Read more here.

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Nearly 8% of top 100 law firms launched new websites in Q4 2017. Here's the digital dish.

By Joe Walsh
January 18, 2018
Nearly 8% of top 100 law firms launched new websites in Q4 2017. Here's the digital dish.

Reviews of the eight new websites, drawn from our catalog of the largest 100 law firm sites, reveal new trends. See the 8 below with a quick review of what we liked about each. 

For a broader perspective, please spend some time on our sitevisitsSM research microsite. It catalogs 200 professional service firm websites and provides the latest dish on professional service firm web design, content and development trends.

Clifford Chance

The site reflects a large, skilled, professional, global and well-recognized law firm. Finding what you need is an easy process without too many clicks or too much information. While the site is more descriptive than distinctive, we like several cliffordchance.com features and the content that drives them. The sitewide filtered search function helps the visitor quickly find the people, places, practices, sectors and leading thoughts aligned with visitor needs.

The firm’s “toolkit” microsites on subjects like global M&A and financial markets have robust content that helps clients better understand trends and inform decisions.

Linklaters

Linklaters’ curated, rotating marquee of high-level reports and white papers on the home page signals the trend of large law firms producing and promoting the type of thought-leadership that big consulting has built brand reputations on for years. We’ve all heard the phrase “content is king” in modern marketing. But amid the flood of content, getting people to pay attention and remember yours is a challenge. With that in mind, we like the way Linklater's designs, writes and presents its thought leadership publications, online and off. The delivery of substantive, useful viewpoints aligns with the firm’s promise of “being a trusted partner for your greatest challenges in a changing world.”

Dechert 

Dechert’s new website is a smart digital interpretation of the existing brand design attributes. Firms of a certain size, scope and caliber do a lot of the same work for highly visible clients, and much of this work is featured prominently on large firm sites. What we like about Dechert’s website, in addition to the credentials shared, are the testimonials of marquee clients that anchor the home page. We also like how the firm has given efficient new life to existing biography photos by redesigning the page, instead of having to reshoot 900+ professionals.

Milbank

As firms work to get found and chosen in a crowded landscape, it’s no surprise that they have become more and more prolific content marketers.  Most have decided to organize their leading thoughts, news, and accomplishments in insight or knowledge centers.  Milbank chooses to wait for you to find your area of interest and then shares the most pertinent content.  It is simple to search and find what you are looking for on milbank.com, which is a valuable business courtesy for the busy visitor.

As firms work to get found and chosen in a crowded landscape, it’s no surprise that they have become more and more prolific content marketers. Most have decided to organize their leading thoughts, news, and accomplishments in insight or knowledge centers. Milbank chooses to wait for you to find your area of interest and then shares the most pertinent content. It is simple to search and find what you are looking for on milbank.com, which is a valuable business courtesy for the busy visitor.

Quinn Emmanuel

By locking “trial lawyers” up with the Quinn Emmanuel name, the firm not only shares who it is, but what it does—such is the advantage of focus. In its interactive movements, scannable information and compelling proof points, the site have a contemporary digital feel. All in, the firm website makes a strong “opening statement” for Quinn Emmanuel.

Recently, the firm has refreshed the site, beginning with the home page and some navigation elements.  The site maintains its special recognition for overall brand voice, promise, and positioning, which is particularly evident in the firm and news section.

Akerman 

The Akerman rebrand takes digital shape with an impressive new website that leads with five compelling stories—each dramatized with compelling photography. We’ve not encountered stories like these on a law firm website, which suggests Akerman is not a typical law firm. In ways, the site fits the firm’s self description as “perpetually insurgent.” Beyond design, we like how equal weight is given to products and services under the work section—a navigation term more typically used by ad agencies and architecture firms. We also like how AkermanX, a sort of legal problem solving skunkworks, is prominently featured on the site (and in the firm’s delivery of service). 

Kilpatrick Townsend

Since we are proud brand parents of kilpatricktownsend.com, we are a bit biased about the site. Nevertheless, we like the strong positioning that anchors and pervades the firm’s digital and offline communications. “Two KT brands,” the global IP powerhouse and the top 100 full-service firm, are reconciled in the promise: “Counsel to innovative companies and brands around the world.” The firm aligns itself with the clients and brands it serves in the tech, media, health, and other sectors. KT is counsel to disruptors, trailblazers, connectors, pioneers and other leaders in their fields. Developed on the SIteCore platform, the new has a modern, digital news aesthetic that balances visual and verbal (word-based) communication.

Troutman Sanders

Since our last visit to troutman.com, we see a new logo has been introduced at the firm with a corresponding color palette. We also see that the existing website has been re-skinned to reflect the identity change. Putting old and “new” together, we suspect a full web redesign is in process and look forward to reviewing the complete makeover. Meanwhile, we continue to admire the firm’s commitment to an inclusive environment and its many initiatives in that area, which are featured prominently on the website.