Brand differentiation in an industry that values conformity
Boies Schiller Flexner
- Interactive —
- Web Design
Boies Schiller Flexner is one of the leading litigation firms in the US. Its website required an update both visually and technologically—it needed to be responsive and fully navigable in the mobile environment.
Our digital strategy leverages Boies Schiller Flexner storied reputation for litigating the most groundbreaking cases of the past 20 years.
In the first month after launch, sites visits rose 31% it runs more efficiently and is fully responsive. A new feature, created by our development partner, allows a user to curate content. This feature facilitates proposal making and has been welcomed by all.
Boies Schiller Flexner is a part of the AmLaw 100. Known for expertise in difficult, complex cases, their attorneys are accomplished litigators. They are considered the best, the brightest and most original minds in law, which is reflected in their pride in the firm. While the partners wanted much from the web site, they were clear in the desire to NOT look like every other law firm.
To understand what was lacking on the current website we conducted stakeholder interviews, user testing and a competitive analysis. Our strategic approach had three guiding principles: modernize the digital brand experience with a new look and feel; put the user in control; and offer a reader a kind of curated experience only possible in the digital space.
From marriage equality to opening markets in space, BSF truly operates in realms that are groundbreaking, historic, and at times without precedent.
Abandoning the typical approach to a law firm site, we determined it would be best to model a look and feel against innovation-driven industries such as technology and venture capital. These sites telegraph clear, concise messages with simple navigation and enhance the user experience by removing unnecessary features and information.
The BSF strategic brand positioning centers on the firm’s work. From marriage equality to opening markets in space, BSF truly operates in realms that are groundbreaking, historic, and at times without precedent.
We designed a fully responsive experience. Even if users have only five minutes to visit the site, the experience is designed to help them get information quickly and easily.
Since most visitors to law firm sites enter through search engines, often seeking partner’s biographies, this area was given special attention. The content has been restructured, rewritten and shortened to enhance the mobile experience.
The visual approach has been modernized with tabbed hierarchies, and file drawers for related information. The attorneys previously were photographed in triptychs, at their desks in shirtsleeves. Our new approach is clearer, sophisticated and a more dignified presentation without being stodgy. The new photos are appropriate not only for the desktop and mobile site, but also for media use.
Practice area descriptions were also rewritten. The news section, an area with ample content was reorganized with new sort and search features along with multiple ways to get related content. The design supports users who know exactly what they’re looking for through search and navigation, but allows users to find new resources serendipitously. The reader controls the flow of information on their pages.
Our process results in a digital marketing tool that is smart, modern and reflective of the firm’s leadership position within the industry.
BSF achieved their goals with this redesign. We were able to provide a best in class user experience that works seamlessly across platforms in partnership with our development partner, Rubenstein Technology Group. Rubenstein Technology Group’s custom content management system, RubyLaw, is a powerful CMS designed to meet the specific marketing needs of leading law firms. We were able to efficiently migrate legacy content as well as new functionality. Our collaborative process results, in a digital marketing tool that is smart, modern and reflective of the firm’s leadership position within the industry.
Increase in visits
Increase in the length of visits
Visits up 33%
- Brand Positioning,
- Story & Messaging,
- Visual Toolkit,
- Digital Experience,
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