Lowndes, Drosdick, Doster,
Kantor & Reed, P.A. »
Lowndes, Drosdick, Doster, Kantor & Reed, P.A., is an Orlando-based law firm with more than 120 lawyers and 180 staff. Over the years, the firm has grown with the Central Florida community into a full-service law firm which serves statewide, national and international clients.
Problem
Lowndes, Drosdick, Doster, Kantor & Reed, P.A. wanted their Web site to serve a more strategic role in their overall marketing efforts. They felt their role as a founding member of Meritas, a law firm network, and their pro-active community involvement and philanthropy provided an important but understated subtext to their legal services. Additionally, they needed to overhaul their site design, improve usability and implement a solution for multiple people to update information easily. They also wanted to improve efficiency by integrating data from their CRM application, LexisNexis Interface Software’s InterAction, to their Web site.
Solutions
- Design: Duo created a professional site design to promote the firm’s brand image and supplement existing corporate communication materials. The design provides them the opportunity to feature examples of involvement and commitment within their community.
- Information Architecture: Duo analyzed the firm’s content and rebuilt the site navigation to improve usability. A prototype of the site was created after the discovery phase for the client to view unique page designs, verify user flow issues, and validate field sets and content display.
- Content Management: DuoCMS was implemented to allow relevant information to be cross-referenced on the site, such as news, events or publications related to attorneys. The site was integrated with their CRM application, InterAction, to display attorney bio information. In this way, changes made to the attorney bio in the CRM application would automatically be updated on the site. The new site’s interactive features allow visitors to request information, register for events, subscribe to newsletters and apply for jobs – all via structured forms provided on the site.
- Search Engine Marketing: Lowndes’ new site was designed to make it easier for Web searchers to find content from the site on leading search engines. Duo conducted a keyword analysis of the content; recommended incorporating those keywords into the visible text, headlines, page titles and underlying code; and then structured the site in a search-engine friendly manner. The Lowndes staff was trained on how to maintain and update the site for optimal search engine results.
Results
- Redesigned site to appeal to existing and prospective clients, as well as potential recruits
- Improved usability – new navigational structure provides intuitive organization of content; users are able to find desired information quickly
- Increased efficiency in data entry – integrating the site with data from InterAction provides a method for Lowndes to enter information once, rather than multiple times via multiple applications
- Reduced time to deploy content – DuoCMS’ web-based administration makes updating the content seem almost effortless
- Web site leveraged as interactive marketing vehicle – site includes contact form, newsletter opt-in and event registration for visitors to indicate an interest in receiving relevant information
- Search-engine optimized site increases the likelihood of prominence of the pages in search engine results
