Mayer Brown | Website Redesign

The Ask: Mayer Brown came to One North with a website that they lost control over—they needed a website redesign that could scale with evolving services and industries and unique content offerings. Shifting from a firm-centric to a client-centric site, the new site needed show show, rather than tell of Mayer Brown's wins.

The Approach: Our Discovery phase required an in-depth content audit. We looked at complex and more simple lawyer and attorney bios. We looked at the varied and complex thought leadership articles. In this investigation, we recommended that Mayer Brown make a digital experience that is effortless and distinct. We recommended that Mayer Brown needed to anticipate users needs and deliver a guided content experience. And finally, we argued we needed to establish Mayer Brown as a premium firm through grounded, holistic strategies that reach beyond website tactics—focusing on client centricity and a distinctive voice and tone.

The Result: Coming out of the Discovery phase, we began building 18 page templates and rewrites. This exercise was both "giving a man a fish" and "teaching him how to fish." We completed rewrites for core pages and showed them an example of good, while still giving them a core content strategy statement, ROAM analysis, and voice and tone to give them guidance to do it themselves.

The Win: This project was hard. There were very difficult third-party vendors with an out-of-date perspective on SEO throwing a lot of doubt to the Mayer Brown team and most of our meetings for the first 3 months of the project were us being put on the defense. We turned the project around, though. And in the end, we delivered on our promise: Mayer Brown's new site puts the clients and their success first.