Best Law Firm Websites Recognized by Web Marketing Association
I am always wary of industry website awards as just so much navel gazing. The Web, after all, has proven to be the greatest equalizer. And as such the Internet emerged from the 20th century as the greatest business disruptor since perhaps the advent of the industrial age. The size of your retail store, the number of professionals in your firm, the number and value of properties you sell become, well, irrelevant. The yardstick for doing business with a business found on the web is not inches or centimeters. It is speed, responsiveness, relevance, information, content, interaction.
So when an industry gathers to self-congratulate its online achievements, I think perhaps they really aren’t aware of, or simply choose to ignore, the business chaos outside their well-defined boundaries. That’s why I like the annual Web Marketing Association Web Awards. Oh, they are not perfect. But when you have 1500 entries from 40 countries competing in 96 categories you probably have the best cross-section of some of the finest work being published online represented in the WebAwards. And the judging is performed by hundreds of judges with broad backgrounds in design, web development and marketing - not by a network of industry cronies and insiders. Now you’ve got some real-world competition reflecting our complex & chaotic marketplace.
This year, the Chicago-based law firm Freeborn & Peters LLP has been recognized by the Web Marketing Association for its innovative website. The firm won the 2013 Law Firm Standard of Excellence WebAward for outstanding achievement in web development. Built on the Drupal open source platform, the site was developed to function well on desktop as well as mobile devices.
Freeborn and Peters Chief Marketing Officer Ian Turvill noted, “Our goal was to develop an enduring and flexible site that effectively conveyed our firm’s authority as well as our increasing industries focus – including Food, Insurance & Reinsurance and Transportation.” As an additional benefit to the firm’s web visitors, the site is multi-platform, displaying properly on mobile and tablet devices as well as being responsive to hand gestures for devices with touch screens.
The selection of the open source Drupal content management system reflected Freeborn & Peter’s evaluation of total cost of ownership and the evolving nature of the Internet. According to Duo CEO Michael Silverman, “The Internet changes constantly and open source systems like Drupal are the best hedge against obsolescence as well as the shortest path to adding functionality that serves the site visitor. The idea of only updating a website once every five years or so is, in itself, obsolete.”
The website is the product of a branding initiative and design concepts developed for Freeborn & Peters by Moiré Marketing Partners, and then further refined by Duo. “Brand promise is: Your Future Is Our Purpose,” said Turvill. “Our website needed to reflect that. The leading-edge capabilities of Drupal have allowed us to fulfill that promise.”
Congratulations to the Freeborn & Peters law firm for its achievement as one of the best law firm websites and to all the other firms that got out of their industry silos to compete in the real world.