Building a Brand + Cultivating Trust Industry Case Study: Legal Websites

Law firms require custom solutions to nurture client relationships, build new ones and establish trust. Over 30% legal searches begin online and an effective website helps law firms to attract new clients by providing valuable content that educates users and showcases the firm’s expertise.

Check out our case studies to learn how we helped 3 very different firms be more successful.

Sugarman & Sugarman Forward-looking Design + Client Experiences 01

For over 50 years, Sugarman & Sugarman has been Boston’s leader in Personal Injury Law. Imarc collaborated with the firm to redesign and develop the next generation of legal websites. The new site is optimized for SEO, humanizes the brand and helps to connect on a more personal level with current and prospective clients.


  • The blog serves as a natural extension of the site to deliver valuable content to users throughout the site and improve its SEO ranking;
  • The use of photography coupled with visual design were crucial to humanize the firm, demonstrate its attorney’s commitment and to enhance the character and trust of the firm to its clients;
  • The new Craft CMS allows staff to easily and efficiently manage, edit and update site content which also helps improve it’s SEO;
  • Clear and intuitive navigation ​highlights practice areas and the firm’s commitment to its clients.

Wilson Elser Robust Functionality + Long-lasting Results 02

Nearly 3 years after redesign, the site is still performing incredibly well.

3x increase in Alexa
Popularity Rank

41%more backlinks

98% increase in

557% increase in
mobile traffic

3industry awards

International law firm Wilson Elser updated their brand and needed a new website to complete the experience. Imarc collaborated with Wilson Elser's branding agency to develop a powerful, flexible site that fully expresses their identity.


  • Robust search functionality for users to easily navigate Wilson Elser’s 800 attorney profiles, access important content and get in touch with the firm;
  • Portfolio Feature that allows users to select and export key content from the website to create an online dossier– a valuable resource for both clients and Wilson Elser staff;
  • News & Insights section, allowing Wilson Elser staff to easily post the latest publications, news briefs, attorney articles and more;
  • Easy-to-use CMS SiteManager, which enables staff to easily manage, publish, update content, images and embed videos.

Morrison Mahoney Modern Design + Streamlined Approach 03

In 2016, the site has had tremendous success:

2 industry awards

12% increase in

139%more traffic to the
news & resources page

53% more traffic to
attorney pages

8% increase in organic
search traffic

Morrison Mahoney LLP is one of the leading trial, litigation and business service firms in the Northeast. Morrison Mahoney asked Imarc to redesign and develop its website to create an interactive and intuitive web presence that complements its impressive reputation. The result is an engaging, responsive website, with a modern and refreshed look and feel.


  • Responsive design techniques, ensuring a seamless experience across all devices;
  • Robust profile pages for attorneys for users to browse attorney’s practice areas, accomplishments, admissions, degrees and download vcards;
  • Interactive locations map to promote the firm’s 12 locations;
  • Streamlined, intuitive navigation to browse practice areas and attorneys;
  • Courtroom success to highlight expertise.

Through its collaborated approach, use of best practices and industry expertise, Imarc crafted award-winning, engaging and powerful websites for Wilson Elser and Morrison Mahoney that have provided nearly 4 years of ROI.

Related Blog Post: Is Your Legal Website Ready for 2017? _ Infographic - 4 Best Practices for a Law Firm Website _

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