LawyerLink »
Problem
Jennifer Bertoglio, president and CEO of LawyerLink, wanted more than to just have a presence on the Internet. LawyerLink, a legal staffing firm for law firms and corporate law departments throughout the Chicago area, is a young firm with significant growth opportunity. Ms. Bertoglio had positioned her firm as distinctive and providing a unique set of services. She felt its web presence had to similarly be unique and offer interactive online services.
Working within her firm, she focused on developing lean and factual content that established the company’s competitive position and supported this position with examples and third-party testimonials. Then, working with Duo, we created a straightforward information architecture that appealed to law firms, corporate law departments and talented legal professionals that might use her services.
Solution
- Design: Using colors and design concepts the firm had in place, Duo adapted and expanded the look and feel, maintaining consistency among communication modes while leveraging additional options available online.
- Site Architecture: Duo implemented a site architecture that addressed her two main constituencies: law firms and corporate legal departments seeking her services and legal professionals seeking permanent, part-time and temporary positions
- Content Management: Each page of the site may be easily updated with current information by the client using Adobe Contribute, an easy to use page content management tool. Page options permit LawyerLink to include a testimonial and/or sub-headings on any individual page in addition to the main body text, thereby providing increased page content flexibility.
- Email Marketing: Each page of the website invites site visitors to subscribe to their email communications regarding Electronic Document Review Best Practices. Using email service provider ExactTarget, a partner of Duo Consulting, those who subscribe on the website are provided periodic and relevant newsletters.
- Search Marketing: The informative content on each page is complemented with effective population of “meta content” that supports the firm’s interest in gaining search engine referral traffic. Additionally, keyword research conducted prior to content development helped to insure that word choices are consistent with what targeted site visitors are searching.
- Interactivity: Law firms and corporate legal departments seeking legal professionals are provided a structured form that invites them to specify their staffing requirements. Legal professionals seeking job opportunities are invited to submit their qualifications
- Scalability: Duo consulted with LawyerLink regarding their internal client relationship management system. Although not implemented with the site launch, the site was developed with the future capability to provide seamless integration with backend data management systems.
Results
- The site meets the client’s objective of representing and providing easy access to a comprehensive set of services that go beyond job placement and include project management, office space provision, consulting services and more.
- Callouts on the home page and top level navigation provide two distinct client constituents intuitive navigation to the sections of the site that address their specific interests and needs.
- The site’s design is consistent with LawyerLink’s off-line marketing communications, further leveraging their brand identity.
- Customized page titles and page descriptions insure that site pages that appear prominently in search results display sufficient information to encourage visits to the site.
