Whether by design or by accident, Vinson & Elkins’ use of attorney bios on its home page makes a clear, engaging and — some might argue — innovative branding statement.
Over the past several months the team at website development and marketing firm Great Jakes has been making a persuasive case for fundamentally reconceiving law firm websites as marketing platforms for individual rainmakers (instead of the traditional focus on firm practices/capabilities), and the firm recently reconfigured it’s own services offering to deliver that model.
Interestingly, despite an otherwise unremarkable website, V&E’s home page makes the case for how a simple array of bios can command attention and communicate a brand message.
- Attorney headshots are the only images on the page and therefore immediately grab and anchor visitors’ attention.
- As the dominant design element, the “Featured Lawyers” box — by design or default — communicates a unique value proposition: the broad capabilities, professional accomplishments and diversity of its key players.
- Visitors read bios more than any other website content type, and placement on the front page stimulates click-through to the full bios as well as to additional pages of featured lawyers.
Imagine how impactful this approach would be with a few more graphic blandishments to make the site more visually appealing, and dynamic content to add usefulness and depth, attract search engines, and encourage repeat visits.
What law firm sites — large, mid-size or small — do you believe leverage rainmaker bios to their best advantage?