articles
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Five Sites to Set Your Sights On
12/01/2010
Five firms from different corners of the B2B services landscape have recently launched information-rich websites with fresh Greenfield/Belser designs empowered by smart technology. Each site has unique features worth exploring:
Bates White is an economic consulting firm skilled at explaining complex analyses to litigators, executives, judges and juries. But competition in this space is formidable. Other firms have a longer history with more professionals by multiples, yet Bates White has outstanding credentials and an excellent body of work in their resume. Bringing those skills into sharp focus was our job. The new website introduces a new logo as well as the firm’s stars in a carousel on the home page. Linked to each portrait are keywords that reveal the Bates White working style. Quotes under each keyword expand on the theme. Those themes by the way, come not as claims from the partners, but as plaudits from clients.
http://www.bateswhite.com/home.php
As Lieff Cabraser sees it, its job is justice. Reflections on justice by the firm’s lawyers are captured in a three-minute video that dominates the home page marquee. Billed by American Lawyer as one the premier plaintiffs’ firms in the nation, Lieff Cabraser breaks the convention of plaintiffs’ firm marketing and looks the part of a leader in its field by delivering an abundance of substance with clean information design.
http://www.lieffcabraser.com/home.php
Now here’s a fun assignment: the complete rebranding of the Wine & Spirits Wholesalers Association. Just the thought makes you want to pop a cork and swirl the amber liquid around your glass. But WSWA has a serious marketing challenge—Americans (including lawmakers) generally do not appreciate that the role of wholesalers is constitutionally guaranteed by the 21st Amendment repealing prohibition. Wholesale distribution became enshrined in the law to protect consumers on several fronts (product safety, for one; think moonshine). Wholesalers also collect taxes and keep track of every bottle distributed. But challenges occur every day from those who want to skirt around state-by-state laws; for example, California winemakers want to ship direct to you in New York, Walmart wants to cut out the middleman with its own distribution network. Thus, our job was to remind—or, in many cases, educate—lawmakers to the positive role wholesale distributors play in the system.
Jackson Lewis has reinforced its dominant position in workplace law with its contemporary and easy-to-navigate website. The brand promise is crystal clear on the home page—a promise to deliver value based on industry knowledge. The intellectual centerpiece of the new site is the searchable Workplace Law Resource Center, a significant repository of thought leadership, legal updates and news that clients can use.
http://www.jacksonlewis.com/home.php
The supply chain consultants at Censeo Consulting hail from the largest and most respected global firms, like Booz Allen and Deloitte, but are bringing a different problem-solving perspective and business model to market. This approach has earned Censeo a five-star client list, most notably the Department of Defense. It has also put the firm on Consulting Magazine’s Small Jewels list of up and coming firms doing very big things. The secret to Censeo’s success? A full-circle connection between framing big-picture improvement opportunities and delivering programs that provide immediate, quantifiable results. We dubbed this approach the 360-degree perspective. Like the company itself, the firm’s new website breaks the big supply chain consulting mold. It’s clear who Censeo serves and how the firm makes a difference. It’s more focused on the buyer than the firm. And it positions Censeo as important, confident and a leader, something its expanding list of clients have already figured out.