Smith Anderson is one of the largest law firms in the Southeast and the biggest law firm in Research Triangle. Not only was the firm named a Best Place to Work in Research Triangle in 2023 but it also moved up a record-breaking 25 spots in the Law360 rankings. These are all marks of excellence, which tie into the firm’s new “Expect” brand, which leads with Expect Excellence. The website is a conduit for the brand.
One goal behind the new site was to showcase online the firm’s value proposition and work environment to recruits and highlight its extensive experience to potential clients. It achieved its goal and heightened awareness of its brand messaging, experience, and commitment to a diverse workforce through a new information-rich website and innovative 4-part interactive graphic. Site engagement has increased 40%, and the project exceeded its goal for improving recruiting and new client hit rates. Moreover it includes attorney microsites for attorneys to better highlight their accomplishments and for site visitors to have opportunities to deep dive. The response to the site has been tremendous, and Smith Anderson has been getting tremendous kudos from clients and potential clients since it launched.
