Law Firm Gets "Fair" Legal Representation

Markley Law Had a Website - But Needed More to Make a Case.

A Managing Partner and a FixxeL web designer were met with blue-in-the-face frustrations, but saw all-blue skies in navy tones and hues fit for trust in website marketing for this law firm.

Overview

Markley Law Firm is a private Employment & Labor Law practice serving the state of Pennsylvania with first-rate legal services across a number of practice areas. With a track record of success, strong character, and the testimonials to prove it, the only thing they didn't have was the digital presence and availability that spoke to all the services and help they were providing for individuals.

The Approach:

Branding: The "M" Pennant Logo

Operating out of the state of Pennsylvania, FixxeL paid tribute by creating a "Penn"ant and "M"-shaped logo, for the state and for "Markley", with blue two-tone colorblocking that speaks to the Managing Partner's trustworthy and classic style.

Website: Layout & Functionality

The Partner wanted it to be clean, simple, & minimalistic—so even as a single-page website, it saw drastic change going from red to blue—but not without our research. *Update: They were so satisfied with the result, we expanded upon the project one month later to be a multi-paged site.

Messaging: Strategic & Partner-Aligned Communications

People suffering employment claims are doing just that—suffering—where a 'dash' of empathy can go a long way. The trick is in finding balance of being the (SME) authority while encapsulating the unique firm's tone.

The Breakdown:

The Logo

The logo is simple—or is it? The "M" points combine elegantly to form a simplistic pennant, which aligns with what the Partner requested: simple, plain, & straightforward. The two-tone contrast blues' hues pay tribute to the firm's founder and Managing Partner's habit-lifestyle blue. We had the Integrity Navy in a proprietary offset angle to the Real-Teal Sky come to make good points in sophisticated touches, reflecting those virtues in a "Pennsylvania Penn-ant"—their operating location—giving it the extra FixxeL™ touch.

The Messaging & Strategic Communications ( service >> )

With the introducing of the Integrity Navy comes along-with a voice just as "true" as the "real" in the "Real-Teal Sky" we named, and notes of positivity in the sky blue are hard to detect, but are there, only as is appropriate. Markley Law is empathetic in nature, but gets straight to the point and speaks the truth in all its copy. This was reflected in the very true blue hues enlisted throughout the website and its layout, as described in the "After" in The Comparison, and in The Process that both follow below.

The Comparison | A/Before-and-After Analysis:

BEFORE

- Red Website Boldly States Its Purpose

The site before was clean and pervasive, but didn't give the user much direction on what to do. The copy was written at an above-average level for e-commerce, but not readily accessible being on secondary pages. With methods for contact, it could be great.

AFTER

- Trustworthy Website Welcomes Prospects in Need

With our strategic communications and user/color psychology proving blue as associated with consumer trust, it's projected to increase responsiveness by 78.6%, in tandem with the Layout and strategic content flow in The Process as outlined directly below.

The Process:

Going by a very understandable partner-requested "clean and simple" minimalist concept, our legal marketing design services for Markley Law Firm's website condensed the previous site to a single-page website, with six anchored sections serving as internal links instead of three pages, which included the following strategic sections:

Law Practice Areas.
Displaying a diversified portfolio with transparent numbers of strengths and experience in each builds authority in Markley's main offering, and validation and qualifications in other law sectors.
Sub-Practice, Specialty Areas.
Showing strengths in Markley Law's area of focus, Employment & Labor law, helps the consumer to hone in on the firm's main services while showcasing an array of specialty in that which the prospects are searching for.
A Compelling "Mission/Vision" Statement.
This part is optional for businesses like law firms, but when involving matters like employment claims where emotions are rising high and people are seeking not just solutions - but meaningful help, knowing the business has a heart can make or break their decision in this surprisingly people-based realm.
About Us.
Get to know who you'll be hiring: An "About" section educating prospects about the founding Managing Partner with a short professional bio gives customers an even more 1x1 avenue to the help they will receive from the law firm.
Highlighting things like credentials, experience, and more can help win the case for a lead conversion.
Social Proof.
Testimonials and reviews conveyed in their own dedicated section have been proven to increase trustworthiness.
Contact, Hours, Lead Form
Includes a lead capture form designed to only capture essential information, and just enough optional info to verify whether it's a qualified and pursuable lead or not. Mastering this balance can lead to a load in time and cost savings if done right.
A Full Bookings and Calendar System.
Added after the initial reveal, we decided in our partnership that in order to ease and facilitate bookings, to begin orchestrating and offering client/prospective client bookings in a system online, attached to the website. Markley Law Firm now has a full bookings calendar where only qualified users can book their choice of paid or complimentary service and pay upfront. This is a means of increasing both ease and revenue for the firm.
Subsequent Add-Ons: Migration to Multi-Paged Site.
Added after The Final Product were a Business & Labor Counsel Page and a Free Consultations Page. These were added to assist with already well-performing SEO rankings and prospective clientele experiences on the site.
Expansions: FAQ Feature; Strategic, Digestible SM
Law-firm material can often be overwhelming, especially to the general public looking for help in a generally distressing time. A service can be listed but easily overlooked due to not being made accessible or understandable. We understand these nuances and are therefore adding extra-empathetic measures; i.e. "in-your-shoes" CTAs ("I'm an Employer; I'm an Employee") that walks users through different parts of the site. By listing common problems and allowing prospects to identify what their problem is, make it clickable, and make it contactable, complex content becomes more manageable by people seeking specific solutions.

Additional multi-pronged developments are currently underway.

This combination of research, copywriting, design, and partnership collaboration/feedback iteration led us to yield a product currently under development:

The Product:

Results:

SEO Insights/Website Notes

93 Overall Performance Score by Google where top-percentile 90-100 is considered "excellent". Google "Compliance" and "SEO" both rated at perfect 100s each at time of delivery.*
Website in its current state is subject to change (under-development project) in agreement with self-described "highly satisfied" client-partner. We're glad to be collaborating with Markley Law Firm on this project.
Within a month of going live, site ranks #1 organically for branded search term ("Markley Law Firm") on the East coast, where other Markely Law Firms previously existed longer.*

*Google developer Page Speed Insights. *At time of delivery; launched live with vanity URL October 3rd, 2024. *Samples taken 11/02/24 from Philadelphia, PA, to Charlotte, NC, to San Francisco, CA.

Outliers:

Did not have form before (but those results with site transfer and thus not shown here). Current contact form placed at bottom of scroll with advanced reCAPTCHA for influx control measures, among others.*

Overall:

Unlike many common legal practices, Markley Law Firm now has a brand—and a professional one, with which to build and expand upon its business.
Markley Law Firm has a responsive website that tells an engaging story with reasons to convert. It provides viable avenues for being contacted by, and the capturing of, prospective clientele information and the converting of qualified leads.

*Next Steps:

While it's key that (good) contact forms serving a particular purpose such as Markley Law's have balanced input strategy and advanced reCAPTCHA, a firm expected to grow in volume would now benefit from an integrated call and/or chat service(s) to assist with screening and filtering incoming leads. Therefore, the aforementioned, steps for SEO to rank organically/locally, and other organic advertising means are recommended before contributing funds into paid advertising at this time, a cost-effective strategy.

1-With FixxeL's law and legal marketing services, the firm also now has an online calendar integrated with bookings, automated e-mail reminders and confirmations, payments, and self-scheduling to further grow their business.
2-Discoverability for non-branded search a goal in tandem with number 9.

Does your legal, medical, dental, or other specialized practice – or company navigating complex subject matter – need specialty marketing to effectively scale your growth?

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