Case Study: Branding - Web Development
Smith & Carson

Situation

Although revamped once during its five-year tenure, the Smith & Carson Web site lacked the appeal needed to attract potential AmLaw 100 and Fortune 500 customers. After completing a new branding strategy, the firm directed Max2o to create a new Web site that would assist current business development goals.

Objectives

• Generate calls for business inquiries through the redesigned Web site
• Raise awareness among existing and prospective clients of Smith & Carson practice areas

Strategy

Knowing that the target audience wanted quick, easy-to-find answers, Max2o designed a simple, easy-to-navigate Web site filled with information. To maintain a consistent corporate identity, images were chosen from the same suite of images used in the business development materials.

Results

The redesigned Web site was launched in September 2004 with resounding success as a business development portal for the firm. Web metrics taken six months post launch indicate that the site achieved a significant increase in search engine results.