Altman Weil »

 

Altman Weil provides management consulting services exclusively to legal organizations. Their clients include law firms, law departments, governmental legal organizations and legal vendors of all sizes and types throughout North America, the U.K. and abroad.

Problem

Altman Weil wanted to update their current site’s look and feel to better reflect the firm’s professional and experienced image, team and brand. But more importantly, they wanted the site to work for them. They wanted to create a content-rich site that served as a resource for their visitors, encouraging them to return and resulting in an online community. They wanted to include testimonials and case studies to provide richer information, overhaul the information architecture and user flow to create a more usable experience, and manage content through implementation of an asset-based content management system, allowing for content re-use throughout the site and content repurposing through newsletters and more. It was important for them also to integrate with their store.altmanweil.com site for ecommerce functionality. Finally, they wanted the site built with search engine optimization in mind, allowing them to implement an aggressive SEO program at launch.

Solutions

  • Design: Following a proven design cycle, Duo would arrive at a look and feel for the new site that is highly-usable, while reinforcing the image and identity of Altman Weil. We recommended using more color, photography, and updated biographies that were less formatted within biography sections and more unique per consultant. The use of bulleted lists and titled sections as well as links to related articles will more efficiently inform the viewer about a consultant. Duo also recommended the use of intimately cropped color photographs for the biography pages adding life and color to the page and conveying an intimacy and focus on the individual.
  • Information Architecture: By updating the Information architecture of the site to include more logic based paths to specific content and better relationships between items and pages, specific content is now more easily located by visitors. The CMS approach also makes it easier to maintain and update content internally.
  • Search Engine Optimization: Duo recommended we provide hosting at our state-of-the-art, co-located hosting facility and site traffic and trending reports via LiveStats. We also planned to integrate Altman Weil’s unique positioning into the site with specific content and keyword recommendations, and submit the site to the major search engines for inclusion.
  • E-Commerce: Duo recognized the opportunity for Altman Weil to acquire more business if current clients are more aware of the breadth of services that they offer. With more emphasis on the offered services and their descriptions more expanded repeat-client business opportunities may arise. We would also add ecommerce functionality to the site to integrate the products presently available through their online store. Finally, integration with powerful email marketing tools would provide them the ability to compose, send and track email communications.

Results

  • Within less than one month of launch, Altman Weil garnered several new, qualified referrals from their new site and increased their store revenue significantly.  
  • The updated look and feel for the new site reflects the levels of experience, judgment, trust and confidence conveyed in Altman Weil’s current print initiatives, their speaking engagements and customer relationships.
  • The updated home page included a unique and funny Flash movie asking visitors to the site direct questions about their business strategies and them giving them a call-to-action which, when clicked, opens up an email to their marketing department.
  • Consultant biographies were updated to include large, dynamic photographs and navigation pointing to practices and industries, articles, seminars and speaking engagements.
  • The new navigational structure provides intuitive organization of content; users are able to find desired information quickly.
  • DuoCMS web-based administration makes updating the content seem almost effortless and reduces the amount of time Altman Weil’s spends to deploy content.
  • The new website is leveraged as an interactive marketing vehicle, including newsletter opt-in and automated seminar notification giving visitors the ability to indicate an interest in receiving relevant information directly from pages throughout the site.
  • The search-engine optimized site increases the likelihood of prominence of the pages in search engine results.
  • Integration with Altman Weil’s third-party store tool created a seamless link between the two tools, easing customer’s ability to move between the two sites without confusion.

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