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.
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.
Building a Scalable Local Review Program
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.
Since implementing the local review program Church Rietzke Johnson, PLLC. has 43 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more of a digital presence with a Google My Business listing, it became clear that it was time to update the outdated site to provide a better place to convert potential customers.
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.
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.
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.
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.
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 |  New about page |
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