Best Legal Website

Arnall Golden Gregory initiated a growth strategy which included launching new practices and its first new offices. The firm needed a revitalized brand to reflect its new value proposition. The firm’s objective was to demonstrate through its website that although AGG’s work is high-end and the firm is growing, its approach remains practical, personal and value-driven. The firm distilled its messaging into the phrase, “not if, but how.” The goal was to bring this promise to life; communicate the firm’s difference in a clear, vibrant and engaging way; and prove it with client stories and “how-to” resources.

The firm defined a specific target buyer –a “leader,” either executive leader or in-house counsel. Handling challenges and taking full advantage of opportunities to create, grow and protect business value is every leader’s goal. They need counsel who truly understand their business and their objectives. AGG not only understand needs from a client perspective, they know how to achieve goals with a “business sensibility.” AGG’s ‘leaders’ are found in emerging and established middle market companies and organizations as well as larger, upmarket enterprises.

The main message was that AGG’s business sensibility, track record and how-to approach to achieving client goals makes it the choice of leaders at all phases of their life cycle. The website captures the firm’s can-do culture and conversational approach. Case studies, grouped by client size, dominate the homepage and lead to a searchable library of client successes, and new, more engaging attorney bios and videos are richly informative.

Contributors:

Director of Marketing, Arnall Golden Gregory LLP:	Clinton Gary
Marketing Manager, Arnall Golden Gregory LLP:	Tracey Chapman
Media Manager, Arnall Golden Gregory LLP:	Kevin Duffy
Marketing Coordinator, Arnall Golden Gregory LLP:	Nathalie Zeidler
Marketing Assistant, Arnall Golden Gregory LLP:	Cicely Cornell
Account Supervisor, One North Interactive:	Jami Woodson
Managing Director, Strategy, One North Interactive:	Kalev Peekna
Principal/Project Manager for Design, Greenfield Belser:	Joe Walsh
President, Foster & Associates Photography:	Louis Foster
President/Videographer, Atlanta ImageArts:	Jody Danneman

ONE NORTH INTERACTIVE

Location: United States