Burns Levinson and Feldman Shepherd Earn LMA Your Honor Awards and Other Attention-Earning ResultsBy Erika Ritzer & Joe Walsh
April 13, 2018
At the Legal Marketing Association’s Your Honor Awards last week, two clients showed well in the website category. More importantly, their new brands and websites are showing tangible, attention-earning results in the market.
Burns’ 12-year-old website and the older brand was woefully outdated in every way (technically, visually, etc.). Most critically, the site’s look and messaging were in direct conflict with how the firm perceived and marketed itself, and how clients experienced the firm. The goal was to capture the firm’s entrepreneurial, forward-thinking, hands-on approach to every client’s business and personal needs and to differentiate the firm from often larger competitors.
The new website exceeded the goal. It is based on the dual concept of “Amazing Clients,” which articulates the firm’s decades of serving extraordinary clients and Burns’ service delivery goal. Site visits have increased by 45 percent, and visitors spend more time on the site. RFPs have increased by 20 percent, and the close rate has improved by 15 percent. Recruiting efforts have soared, leading to the double-digit hiring of laterals in 2017 – more than in the past 15 years. Burns went from blending into standing out in a very competitive marketplace. Most importantly, the firm uniquely stands for something (amazing clients) that reinforces why clients choose and stay with Burns.
More on the makeover here.
Feldman Shepherd, Web Second Place
Among the nation’s most respected large-scale personal injury firms, Feldman’s team is passionately devoted to their clients' causes. The new website needed to reflect the firm’s values while distancing them from broader personal injury (PI) firm perceptions. The position is based on the notion that the firm’s lawyers are serving people confronted with life-changing events beyond their control. In turn, Feldman promises to do all it can to be life-changing trial lawyers — a big promise, yet one backed up with proof.
Everything on the new, responsive website is rethought and redone, including a new logo. The new approach includes client focused imagery, copy and fresh professional photography, as well as state-of-the-art back-end technology, SEO-savvy content and Google-enabled language translation. Client stories bring to life the work that Feldman has done and how they have impacted the lives of many.
The site has only been live a few months, but Feldman has seen a dramatic increase in page views and the time spent on the site. Of particular interest to visitors are the "stories". These pages consistently have the shortest bounce rate. Internally, the site has been a source of pride for the attorneys and staff. The previous website was a typical personal injury site with more a selling than service vibe. The firm is proud of the sophistication and "human side" of the new site — and the firm is thrilled with the overall increase in traffic.
More on the project here.