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MacDonald, Illig, Jones, & Britton, LLP: Website

Project

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In 2019, we were retained by MacDonald, Illig, Jones & Britton, LLP to redesign and develop the firm’s new website. As part of our initial research and investigative phase, Cubicle Fugitive audited both the websites of the firm and its competitors to ensure that the firm remained competitive in a digital marketplace. We provided MacDonald Illig with a series of recommendations on how to carry out their client value proposition online through content, visuals, and functionality considerations.

We performed extensive keyword research to ensure the website architecture and content were optimized and intuitive to both users and search bots. We worked closely with the marketing team to provide guidance and insights into what new practice and industry content should be developed based on search trends and our strategic marketing plan goals. The firm then developed a robust services section that aptly reflects its depth and breadth of expertise provided to their clients.

Cubicle Fugitive took the new content developed during the brand strategy and positioning phase and finalized any additional copy to be used across the firm’s key landing pages and headlines. When it came to design, every detail was carefully crafted to ensure the website was as beautiful as it was intuitive. We selected a new ADA compliant red for the firm’s brand and added in a new blue and purple to warm up the firm’s palette. 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.

We worked closely with the firm’s marketers, technology team, and website committee made up of senior and emerging attorneys, to completely reimagine the site from the ground up.

With a desire to include little touches of their location, we selected imagery that reflects Erie and the firm’s location by the water. An active and engaged group of attorneys, any stock photography that was used reflects their dedication and involvement with their clients.

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. We also wrote all of the firm’s attorney bios to help ensure the profiles were consistent, comprehensive, personable, and on-brand. We highlighted the attorneys’ significant contributions and awards through a visually impactful noteworthy section and seamlessly interlinked their community involvement, news, events, articles, and representative mandates to their bios. We also created an education and membership database to ensure citations and references are kept consistent across the firm’s website.

For over 100 years the firm had been an integral part of their community and we wanted to highlight both their tenure through a dynamic new history timeline and a commitment to community section that highlighted the firm’s passion for corporate citizenship. We also developed an intuitive and robust resources database and recently added a new COVID resource center.

The firm’s website was met with extremely positive feedback internally and externally. It is also performing well with increased users, sessions, page views, duration, and a decreased bounce rate.

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