Building a Law
Firm's Brand and Information Architecture
A local law firm had a strong word-of-mouth reputation but was ready to widen its reach with a more substantial online presence.
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We built a program to get clients to write Google My Business reviews and decided to take our marketing even further with a website redesign.
Creating a Marketing Strategy
A local law firm wanted to show off their relationship to Thurston County.
We created a marketing strategy to build their Google Local Business listing, create a new site structure, and collaborate with a developer to rebuild their website.
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Building a Scalable Local Review Program
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We built a plan for asking clients who had a positive experience to write Google reviews, considering the needs of multigenerational clients. Some clients felt comfortable writing a review on Google with no help, but others required one-on-one assistance from the office manager. Most clients were somewhere in-between and could quickly review the firm with a brief email with instructions and a link to the business listing.
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Since implementing the local review program Church Rietzke Johnson, PLLC. has 25 Google Reviews with an average of 5-stars, making them one of the best-reviewed firms in Thurston County.
The law firm's Google My Business profile and reviews.
Once we established more of a digital presence with a Google My Business listing, it became clear that it was time to update the outdated site to provide a better place to convert potential customers.
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Preparing for a Website Redesign with a Comparative Review and Card Sort
Due to budget constraints we could not perform user research, so we found other ways to prepare for their website redesign. We began with a comparative review of other local personal injury law firms in Thurston, Pierce, and King Counties. The client helped identify comparators to review. I reviewed their websites for navigation items and website features.
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After sharing the comparative review, I ran an open card sort workshop with the client to identify and categorize the pages for their future website.
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I provided the client with a final site structure, and they went to a website development firm to build out the website.
A card sort activity done with the client.
A slide from the comparative review of competitors' websites.
Bringing the Focus Back to the End-User
The developer hired to create the website was from an SEO-focused development firm and built the website and content for crawlers.
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The law firm reengaged me to bring the focus back to the end-user with content restructuring and plain language copywriting. I helped Church Rietzke Johnson, PLLC. provide clear and documented updates to the development firm to get the redesign back on track.
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The website will launch this year. I'm working with the client and their developer to get the site over the finish line.
Results
The Team
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Two attorney-owners, who worked on copy-editing & participated in the card sort
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SEO-Focused developer
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Content & marketing consultant (me)
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Office manager & marketer
 Current about page |  About page in working session |
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 New about page |