Disciplines
Content, Website
Five years after the merger between U.S.-based Bryan Cave and UK-based Leighton Paisner, the combined law firm was thriving, but its website was a different story. Although packed with information, it lacked a cohesive strategy and a clear path to priority content.
The firm adopted a phased approach to updating the site, starting with noticeable improvements in key areas. First up: a new home page strategy to introduce and drive the site. After delving into BCLP’s strategic growth plan, we created an information architecture that focuses on its primary business drivers — transactions, real estate, and litigation and disputes — and leads to separate hubs that dive deeper. High-value content on each page positions the firm as a knowledge leader, supporting with its overall “Client Intelligent” brand message. To save resources, we used BCLP’s existing visual assets, but modified the look to communicate a more sophisticated and global style. The new approach re-energizes the BCLP site and sets the foundation for future improvement.
