Warner Norcross + Judd LLP
How does the new wnj.com bridge the visitor’s gap between unfamiliarity and an intuitive experience that provides quick access to answers to their questions? Several ways:
Strategy
The old became new – “A Better Partnership®” was used by the firm several years before the kick-off of the new website. But the design of the site brought new strategic conversations and a clearer focus about what it really meant, partner-to-partner, and more importantly, firm to client. In six key areas, Warner proves what it means today – right up front on the home page.
Website design that aligns with the personality of the firm
Wnj.com is both modern and classic – just like this law firm. Focused on value to the client from their earliest beginnings, that commitment has been unwavering. How they deliver it has evolved dramatically – the focus today is efficiency, expediency, flexibility and contemporary thinking.
Colors are bright, the page design is bold, and imagery is anchored in the true stories they are telling. We purposely avoided cute, conceptual, funny, clever and trendy – because that’s not at all who Warner is. The design is clean, and the page load is lightning fast.
Instant search that’s smart
Smart lawyers must read visitors’ minds so they can immediately provide relevant information in a site search. Wnj.com features not just a type-ahead/predictive search, but also a fuzzy search. This means that any search will find search results “close” to the keyword typed into the search box, and we can control how closely the keyword matches the misspelling (meaning we can configure the sensitivity of finding a match). Finally, it is a filtered search, which shows how many search results are available under each searchable attribute.
Accessibility
Designed for devices of all sizes, wnj.com is brand-forward and brand-true in that it displays beautifully regardless of how small the smart phone is or how large the conference room monitor might be. In addition, it is WCAG 2.2 Level AA compliant, the current high standard for visitors with disabilities.
Approachable content – approachable people
Warner is a law firm, yes. But every page of content is written in an approachable, conversational, spirited tone for the scanning reader. We know visitors’ time and attention spans are in high demand – Warner is consciously avoiding any content that could be viewed as a time-waster.
Additionally, Warner doesn’t make any claims that they can’t or don’t prove. Very different than many law firms that speak in platitudes. We hope visitors will quickly get a sense of what it’s like to do business with them – they are smart and transparent, down to earth, practical – and, frankly, nice to deal with.
Get to know the Warner lawyers
Also written in a conversational style, the lawyer bios are styled like a magazine spread. Lots of tidbits to glean and numerous places for your eye to land. From a lawyer’s more relaxed photo to detailed experience to what makes them an interesting person outside the office, the bio presents the lawyer in 3 dimensions: demonstrating their expertise, proving their relevancy and showing their humanity. Exactly what clients want in their lawyers.
Get to know these lawyers even better
Wnj.com features several lawyers (and stay tuned for more) in video stories. For example, Warner partner Madelaine Lane is an opera singer. Learn how her background in the highest levels of musical performance makes her a better advocate for her clients in the courtroom. https://www.wnj.com/people/madelaine-c-lane
And meet James Liggins, a community leader whose impact in client and other relationships is a natural dimension in how he practices law. https://www.wnj.com/people/james-l-liggins
Strong industry focus
Wnj.com’s industry pages feature differentiating strengths in ways that speak directly to the issues confronting their clients TODAY. They are both on the front lines with clients and effectively behind the scenes – the industry pages outline specifically what Warner lawyers do and how they do it.
Clients encounter horizon issues at varying speeds – from immediately around the corner, to viewing change with a longer lens. Read the industry pages to view the issues that Warner – industry by industry and practice by practice – see on the horizon for each one. Warner doesn’t have a crystal ball, but their decades of experience and intimacy working in each industry enable them to help their clients predict, plan and prepare.
Experience that’s relevant and just in time – CP Deals and Cases KM
The Warner team wanted a single source of truth. When it comes to managing and displaying relevant experience, law firm business development and lawyer teams are challenged by the sheer volume of matters and details. Wnj.com’s experience section and all pieces of experience that are fed to each practice, industry and bio page are coming from one place – a powerful Content Pilot experience database that easily integrates with wnj.com.