The Future of a Law Firm Website
Presenters:
Jacqueline Madarang, Director, Marketing Technology & Operations, Bracewell
Danielle Diforio, Account & Project Director, Clockwork Design Group, Inc.
Jaron Rubenstein, Founder & CEO, RubyLaw
Dharma Pachner, Founder + Creative Director, Contrast & Co.
Responses from Dharma Pachner and Jaron Rubenstein
Reasons for Presenting:
(Dharma) I began my design career working for an agency focused on legal and have since accumulated over two decades of marketing experience in this space. I have seen firsthand the complexities of branding and marketing law firms. The historical resistance. The aversion to risk-taking. The subtle nuances of messaging and the ongoing challenges of content development. But mostly I see untapped brand potential in this space, and that is exactly why I wanted to participate.
(Jaron) Many of our clients and friends are active in the Mid-Atlantic Region, and RubyLaw regularly attends and sponsors the region’s events. With the continual change and evolution of all things marketing technology-related, we’re eager to share our knowledge in a practical and helpful way for marketers to apply.
Program Points of Emphasis:
(Dharma) Across organizations and industries, brands are beginning to look, feel, and sound more homogeneous and predictable than ever. The trend towards responsive layouts and design systems introduces enormous efficiencies, but with those efficiencies, there comes a creative cost: a certain uniformity of look and feel. And perhaps nowhere is that uniformity seen more clearly than in the legal space. Differentiation here is critical. So, how can firms use branding and design to stand out in saturated markets?
(Jaron) [W]e’ll be sharing our knowledge and expertise on various topics relevant to firms considering a website refresh, redesign, and/or rebuild. Our discussion will be moderated by Jacqueline Madarang and includes experts from RubyLaw, Clockwork Design Group, and Contrast & Co who have worked on hundreds of website projects for clients in and out of the legal sector. We’ll be sharing insider tips and ideas on how to ensure success for your project.
One Desired Takeaway for Attendees:
(Dharma) I believe in the incalculable value of a brand. And I believe that smart, strikingly different brands can help solve all sorts of communication challenges. I am hoping to help explain to audiences just how to go about conceiving and creating these types of brands. More specifically, I would like attendees to understand how to use their brand to:
- Effectively stand out in hugely saturated and competitive markets
- Articulate a unique value proposition in clear, consistent, and motivating ways
- Align attorneys, associates, and other employees with the mindset, operating values, and behaviors of a firm
- Inspire intense passion and pride
- Be visually recognizable
- Be supported with tools for efficiency and consistency over time
(Jaron) How to manage an effective website project for your firm, from defining the project to selecting a service provider to ensuring success for your firm and key stakeholders.
What Attendees Can Expect:
(Jaron) We have a vibrant panel of experts. Participants should expect an interactive conversation, brilliant takeaways, and an excessive number of unnecessary puns.
Most Looking Forward to:
(Dharma) This is my first official LMA event as a panelist and sponsor, and I am beyond thrilled at being a part of it. I want to hear the perspectives and challenges of others in this space and simply want to learn and absorb as much as possible.
(Jaron) Reconnecting with clients and friends, and meeting more Mid-Atlantic Region legal marketers and business developers to share what we’ve been up to recently at RubyLaw.
Other Thoughts:
(Jaron) The programming committee has ensured that this year’s conference will cover a wide variety of topics. Still, the most value comes from participants engaging with the speakers and asking the hard questions!