GwinnRoby.com
Out ranked six out of Dallas' top ten law firm's websites, achieved more than double the standard conversion rate for professional services sites.
Gwinn & Roby, LLP is a mid-sized law firm with offices based in Dallas, Texas. Their focus is defense litigation in a wide range of corporate practice areas. When Gwinn & Roby opened its Amarillo, Texas office they decided to re-brand and expand their marketing tools. The effort would center on their website and print collateral.
They identified two primary audiences they needed to market to. First, the General Council for large corporations; much of Gwinn & Roby's business comes from large national corporations needing top notch defense attorneys who know the local laws and court systems. Second, top Law students because recruiting is the life blood of a law firm. It is particularly difficult to recruit talent from elite east coast and west coast schools to the Texas plains.
After extensive research into law firm marketing, Gwinn & Roby wanted to make sure they did not fall into the "scales of justice" marketing clich's employed by many other legal web sites.
They wanted a company that had not learned the legal marketing habits and could bring new ideas from other industries. They turn to LevelTen to be a breath of fresh air.
The Challenge
To build a web site and print collateral that projected a high level of professionalism yet stood above the established legal marketing paradigms.
The Solution
After a couple of weeks interviewing Gwinn & Roby lawyers, the theme for the campaign "Know Your Territory" was created. Corporate lawyers outside of Texas hired Gwinn & Roby because they know the territory and if out of state law students got to know the territory, they would learn north Texas is more than cattle and cowboys.
The imagery of the site was strongly tied to the region, blending professionalism and personality. To highlight Gwinn & Roby's culture and parallel it with the region's, each attorney portrait was taken at local points of interest. Sidebar boxes of local trivia and photos we created to emphasize the importance of "Knowing Your Territory". Attorney quotes were added to show personality and passion for their work.
The website was optimized for the search engines and integrated with additional functionality every law firm website must have: attorney search, cross linked practice areas, smart contacts, and more. Print collateral was also created to match the "Know Your Territory" theme.
The Results
GwinnRoby.com has numerous first page listings in the search engines enabling the site to out rank six of Dallas' top ten law firm websites in total traffic. Over 6% of site visitors convert by going to the Contact Us page, well above the 2.4% conversion standard for a professional services website. In addition, Gwinn & Roby has received numerous complements on the site, even inquiries from other law firms wanting a similar site.
