As one of the largest law firms in the state, Maynard Cooper is works in many different industries. Because every client demand that their attorneys have deep experience in the client’s business, it was imperative that the Maynard Cooper communicate clearly their expertise across a variety of industries. Maynard Cooper’s Web site had to address a variety of issues that their clients face, as well as the expertise that Maynard brings to the table.
Research into the way visitors use the firm’s Web site led to a number of insights. Visitors rarely entered the site through the Home page; the most visited pages were unquestionably the different attorney’s bio pages. We used this insight to re-think a number of facets of the site. Most importantly, we redesigned the attorney bio pages to serve as mini-Home pages, with an targeted information to cross sell the firm and lead visitors into other areas of the site.
To help the marketing department, we also implemented a proposal management component to the website. The system pulls attorney bios, practice area and industry group content from the website into customized documents. Attorneys can then download a pdf that can be printed and presented to a prospect. Learn more about Pitch Control, the technology that drives this customized proposal system.