During our initial strategic marketing plan engagement, we had interviewed many of the firm’s attorneys to better understand the firm, their practices, and their goals for business development. With these insights in hand, we had a clear understanding of the unique value proposition they offered to clients.
For over 100 years, the firm has built up an impeccable reputation and extensive experience. Their attorneys have a depth and breadth of strength in all key areas of commercial law and can address any of their client’s business-legal needs. After careful analysis of the firm and its competitors, we understood that MacDonald Illig is Erie, Pennsylvania’s premier business law firm, one which works with their clients to provide the peace of mind that, if a business-legal solution is available, the firm will use its unrivaled reputation, astute and decisive judgment, and bench-strength to achieve a successful outcome.
From start to finish, we understood that clients can “expect more from MacDonald Illig” and therefore, our client should expect more from us.
We sought to deliver custom content that was as true of the people of the firm as it was meaningful and relevant to their clients. Cubicle Fugitive completely rewrote all the firm’s new headlines, firm content, career copy, and professional bios for their new website. Their headlines focused on highlighting their value to clients with “Your business is our passion”, “Legal solutions for your real-world problems”, and “Where business owners place their trust”. They not only live and breathe their client’s matters but have “the bench-strength to deliver.”
For each of the firm’s “who we are” pages, we crafted attention-grabbing headlines and meaningful copy about what a client can expect from the firm’s attorneys and personnel. We performed extensive keyword research to ensure the website architecture and content were optimized and intuitive to both users and search bots.
With a robust strategy and brand position in place, Cubicle Fugitive worked closely with the firm’s marketers, technology team, and website committee, to completely reimagine the site from the ground up. When it came to design, every detail was carefully crafted to ensure the website was as beautiful as it was intuitive. Wanting to capture the firm’s partnership with their clients as well as the attorney’s sharp and astute judgment, we created a visual style of overlapping swatches of color and dynamic angles for imagery. This is carried across the firm’s website and marketing collateral.
Cubicle Fugitive designed the new attorney bios to be as unique as the people at the firm and art directed new photos of the firm’s attorneys. Each of the firm’s attorney bios was rewritten to provide a genuine sense of who that person is and why a potential client would select them from a sea of alternatives.
With a desire to convey the depth of expertise and breadth of experience of the firm’s attorneys, we developed new client success and testimonial modules to allow their results to sell the value of the firm. With a long history and commitment to Erie, we created a beautiful timeline of their legacy as well as a module that enables news about the firm’s donations, sponsorships, and commitments to be easily digested in their “commitment to community” section. Finally, with a healthy bank of insights and worthwhile content for their clients, we developed robust articles, news, events, and resource center modules to ensure visitors can expeditiously find exactly what they want.