Haynes & Boone Gets Lead-Generating WebSite

Haynes and Boone had grown from a handful of lawyers in 1970 to more than 420 lawyers today, across 36 practice areas and ten offices. However, the Web site had not kept pace.  The site had not been revamped four years earlier and needed a redesign.  Like many sites, it was “marketing its organization,” i.e., promoting the firm's internal administrative structure. Instead it needed to “organize around the market,” i.e., by building the site around interests of clients – which is powerful marketing. Confusing home page links also needed to be renamed using ordinary words that visitors would understand.

BEFORE

We conducted a Web site audit, analyzing:

•        What information was most-sought after on the site

•        Whether visitors could find this information quickly

•        Whether the text was written to attract business

•        If the organization of the site conformed to Web norms

•        If the firm’s services were described in a way that clients look for them

Based on our experience redesigning 50+ Web sites, we drafted a 21-page analysis recommending changes that would turn the site into powerhouse marketing vehicle.  The first changes were made on the home page:

• Flash animation that interfered with indexing by search engines was removed.
• Links were changed to ordinary language, such as "Knowledge Connect" became "Publications."
• The entire home page displays on a computer screen seet at 1024 by 768 pixels, the most common setting among computer users.
• More text for users to read and search engines to index was added to the home page.

AFTER:

Comments from other Web audit clients:  

"You hit it out of the park! The website audit was one of the best marketing initiatives this firm has ever undertaken. The head of our firm was amazed at how valuable the process was, and was thrilled that you didn't say we needed to spend $20,000 on our site to improve it. Everyone agreed that you exceeded our expectations."  -- Deborah Tatro, Director of Marketing, Sheehan Phinney Bass + Green, Manchester, NH.

"I finally had a chance to sit down with our boss and go over your report in detail. We were all very pleased with the level of detail you provided, the examples of other sites that highlight your points and the obvious time and effort you put into creating a very detailed report."-- Katharine A. Voldal, CRM, Director, Special Projects, Dow, Lohnes & Albertson, Washington, D.C.

"Your audit appears to be exactly what I had hoped for! I am very happy with your work and analysis. Thank you very much for your effort on our behalf. Again, thanks for your great work. It has been a pleasure working with you."-- Nancy Mangan, former Director of Client Relations, Cox & Smith, San Antonio, TX.

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