what we’ve done

five key pages reviewed for each firm

why ?

• thousands of pages, not a web page• device friendly responsibility• content arms race• lead generation promise and pressures• sophisticated CMS tools and integration

with your marketing ecosystem

today’s realities

caveat:with all the fervor about digital technology, firms often forget clients don’t read code

methodology?

which sites we touched

• AMLAW Global 100• Accounting Today 50• Vault 50 consulting

firms by prestige• all organized by

headcount …

criteria for our comments

mom’s rule

you know how it goes:if you don’t have something nice to say …

about those ribbons

observation one:sites lack pervasive brand promises

going deep with a brand promiseone example …

observation two:responsive design is trending but not quickly enough

observation three:sites still dominated by words v. visual content

note on content for these pages:only two types of content really matter to buyers: related experience and ideas

when designing content:visit the entire salad bar

rethink content as a salad bar

observation four:a thought leadership (content) arms race

is on and insights are all the rage

observation five:content microsites are sprouting, some quite good

observation five:adoption of visual content and moving

elements to engage visitors

observation five:this old template is still too common

observation six:this new (and impressive) template is becoming

too common

observation six:the rotating carousel is ubiquitous

observation seven:people photography and branded bios are

getting better, but not fast enough

strong people photographyis emerging beyond the bio

observation eight:clever branded imagery is rare, firms hue toward the

literal … with some pleasant exceptions

unexpected leadership on the web non-U.S. and smaller firms loom large