Last time around, Arentfox.com was under construction—which still meant a web site superior to most. At first, I was not sure what to think about the new site. This firm has been ahead of the curve on the web since the beginning of Internet time (or about ten years). I decided that I loved the new site—the look, the slightly irreverent approach (what, you say, I liked the irreverent approach?), the overall style and usefulness. There are a few weaknesses—the lack of search options on the people page; the manner in which general search results are displayed; the home page is missing a few critical informational pieces. However, there are a bunch of cool things to offset that, starting with the bios, “Complete with real lives and extracurricular interests.” Something I fight many firms on including—the human side. There is the “find an expert” database. And the firm that once took the lead with online discussion forums now does the same with a vast array of webcasts, podcasts and any other cast you might think of. Call the site refreshing and informational—they call it “Smart in your world.”
The firm continues to do an excellent job getting the point across—lots of experience. Let us show you. The home page is effective. The site map shows you the depth of resources available. Even the “Careers” section was designed effectively for the appropriate audiences. The search mechanisms are clear. The layout and content style is on-target. They still feature lots of foreign language options. The firm’s effort here is clearly organized and it shows. The only thing that made me laugh was when I clicked on the “disclaimer” and got this line: “Experience described on this Web site may date from time prior to when an individual lawyer joined Jones Day.” Interesting. You might also notice the use of “experience” rather than a more (and potentially inappropriate in some states) “success story” style.
When doing the last round of the IMAs (and I thought it would be the last time, but people would not let me quit), I wrote about my fondness of the site. As times have changed, the firm’s site has changed with it. There is little there from a few years back. How many firms offer seminar registration on a site? OK, lots. How many have the ability to register and pay via credit card right now? Lots of those hands went down. There is always something new—like ContractBuilder (see the demo online). The content never loses steam. It may not be the most beautiful looking site in the world, but few have maintained the same standard for so long. Areas not visible by just visiting are the e-mail alerts. Few firms ever beat them to the punch in speed of delivery. Client Surveys show that a GC reads the first one on a subject—and that is all. Speed to market is key here. And I always mention Tom Spahn’s legal ethics opinion database, which I use religiously.
For some odd reason, I’ve always had some sort of fondness for PB, and I’ve never done any work for them. (Maybe that is it?) Areas such as “alumni” need to be broadened beyond a list of prestigious former attorneys (by job, not name, which is the appropriate way to do it). The depth of content has improved considerably. The new design is sharp and colorful. Still one of the better “contact us” pages in the biz. One advantage they have in the web site process is that one office means no negotiating decisions with other offices. Thank goodness, right? All the things I yapped about on your last review have been fixed. A good role model site for many firms to emulate.
You have to spend some time and look carefully to realize what a work of art this site really is. And I’m not just referring to the actual works of art highlighted. Everything appears basic, but with slight twists in appearance and design—so that you look just a little bit different. Which is the ultimate goal for most large firms. I like touches like the “view by business stage” which varies a little from the typical practice group and/or industry listings. Or how about the “about us” options, with various word length. A terrific press room. It is all in the sum of its parts. Excellence without being obnoxious. I should take a lesson.
You know those salad bars where you only get one trip, so you pile as much good stuff into the bowl as possible? That is the feeling I get when visiting Faegre.com. They’ve stuffed so much onto the home page, I could’ve sworn articles actually fell off onto my desk. If you like sites with the “legal news” model, Faegre continues to be the leader. I enjoy the Trends Magazine, which is online (but, I also receive hard copies). I also get excellent e-mail alerts on a regular basis. However, I do think that a little design and organizational improvement is in order. Some would argue that it is unwieldy. And maybe so. But, I also appreciate the long-term efforts to be great online. Here is my challenge. Can Faegre get back to the top of the web site heap? Others have caught up.
For many years, I just felt like the firm’s online marketing effort was lacking, despite numerous site iterations. Especially considering the firm’s location and technology focus. So, I was a little surprised to be pleasantly surprised by today’s fenwick.com. One of the few home page’s that I can actually call “clever.” You’ll need to check it out yourself, but the manner in which all the changing components are set out and displayed is very nice. From the “headlines” to the “sponsored by Fenwick”, combined with a bunch of other changing news, events and publications, makes it a formidable presence. Other touches include the date/time for a number of international locations at the bottom of the page, and a VC Survey. Strong throughout.
Last time around, I said it was time for an upgrade. Well, you listened. A marked improvement in design, content and usability. While not a huge fan of the “map” design, I like the layout. Some firms still make finding practice area descriptions into a treasure hunt. H&H puts the news on the right and places practices, industries and client milestones on the left—making it easy to find what I need fast. The search capability is strong. The site offers up a variety of foreign language options. Excellent bio search components. Many sites with really good graphics skimp on the content. This mixes both well. Good “Careers” and “Alumni” sites as well. If firms that I used to pick on continue to improve like this, the IMA will have nothing to say.
Sometimes the IMA review is not just about the web site itself. In the case of Knobbe, I had responded to a print ad promoting some nice IP literature. I received a very friendly e-mail back from the firm, hard copies in the mail, and occasional, timely e-mail alerts. Effective law marketing is about using the web as part of the toolkit, not necessarily “web marketing.” So I know they are doing a good job here. On the home page, the “recent news” was a perfect blend of three diverse topics—one about the firm, one about a positive outcome, one about pending legislation. Just the way it should be. Well-designed office pages. A good search page. A nice model for other IP firm’s to steal this IP—just make sure you are careful about it. I mean, you do not want to get nailed for any copyright or trademark infringement. It would be so embarrassing.
Personally, I dislike scrolling headlines. Especially on law firm web sites. Do you think people sit there and watch? Granted, I sometimes spend ten minutes on ESPN waiting for the Temple Owls basketball score to flash on the bottom (yes, they lost again), but I care enough to waste my time. Of course, beyond the dull home page is one of the nation’s most powerful sites. The home page still does not do justice to the two tons of content within. Many of the microsites are better than most regular law firm sites. There are so many features, including personalization and a variety of user-friendly components. My guess is the firm probably struggles to maintain some online sanity among the various sites. Consistency has to be thrown out the window. Outside of the home page, the sites have some great colors and graphics. Like the events calendar. Like the right-side, scrolling icons. Having seen a lot of the firm’s marketing efforts, the web site stuff far outclasses anything else they do.
