Designing a Blog Series for Individual Law Firm Practice Groups
Client: Patterson Belknap | Law Firm
Patterson Belknap Webb & Tyler enlisted Knox Design Strategy for the digital content strategy, design and development of a content-rich blog series for five of the firm’s practices. How do we design individual blogs that provide practice autonomy while also reflecting and promoting the firmwide brand?
The attorney-initiated content establishes the firm as thought leaders and amplifies the expertise of individual attorneys whose ideas are catalyzed on this platform. Our on-page search engine optimization strategy has brought significant traffic to the firm’s blogs and website. Additionally, several of the attorneys from the various practices have received numerous calls from reporters for quotes based on blog posts, including The Washington Post, The Pink Sheet, The Tan Sheet, and World Intellectual Property Review. The blog’s external visibility has increased substantially including an increase in JD Supra and Lexology reads.
Resource libraries provide real-world insights to better educate the audience on the issues affecting them, while custom author posts provide direct access to attorney contact information
to encourage relationship building.
2016 Legal Marketing Association (LMA) Your Honor Awards
We uncovered quite the impressive metrics for a new site, particularly with respect to user engagement. The time spent on site is high and the number of pages viewed per session is remarkable at almost five pages. The bounce rate – the number of users who leave the site after viewing just one page – is extremely low, considering the normal range is 40–60%.
Throughout our design process, we sought to maintain visual consistency across all of the blogs while also allowing the subject matter of each blog to shine through.