If your website is more than three years old, it might be time to rebrand and get the latest technologies.
Here are the stories of three professional services firms and how they developed their branding to become clear and consistent on their websites. Each was looking to raise their firm’s visibility and to drive an increase in revenue. We worked collaboratively with each firm to uncover their company’s unique distinctions, ultimately creating more robust positioning and clarity for the marketplace. And each entity had its own preferences and goals in how they wanted to use digital marketing.
Stratus Financial Partners
Frank Campbell, the founder of Stratus Financial Partners, sought to develop a more apparent brand and to create a successful implementation of its marketing strategies. In addition to growing his company, Frank had an underlying motivation to help more people. That is Frank to a tee – helping others.
During the brand development process, I was stunned to learn 88% of all life insurance policies don’t pay what is expected. There are numerous reasons why this happens and finding the right person to conduct a policy analysis to discover potential problems can be challenging. It is best to select a professional who is part of a rarified group of only one percent of all licensed insurance brokers: These are the experts who put in the work to become California Licensed Policy Analysts. Frank is one of them and is making a difference to policyholders and their families.
On the company website, www.stratusfp.com, one can read about the Stratus brand, Ensuring families and businesses are protected, and learn about the real reasons policies can fail. The site shares stories of how Frank and his team successfully fix broken policies for a modest fee. There is a small percentage of policies that cannot be righted. When this occurs, Frank’s team explores new policy options for those clients, comparing offerings and rates with over 50 insurance companies to get the perfect policy for each client.
The new website and the personal and company LinkedIn pages are frequently updated with the information clients, potential clients, and referral sources need and want. With this depth of information and deeper brand clarity, Stratus
Financial Partners is positioned for success.
Sumrow Business Law Group
It has become standard practice to replace old websites every three years. We know that the requirements for search engine success are constantly morphing. And after three years, well, those website technologies are simply out of date. The reality is search engines do not favor older sites, especially those which do not offer frequent content updates or have up-to-date technology. The internet and search engines are fickle. They tend to promote sites that are thoroughly optimized and sport the latest Google trends for better analytics. These days, keywords, messaging, and search engine optimization are only a part of the ticket for improving a site’s standing in search results.
Matt Sumrow, the founding partner of Sumrow Business Law Group, knew it was time for a clearer brand and a new website. With Big Law experience and now a solo entrepreneur, Matt’s clients are primarily mid-sized companies that need a corporate attorney to assist with deals, M & As, contracts, and outside general counsel services. Matt prides himself on his new and aligning brand line built from years of experience: Real Insights. Real solutions.
With a bustling practice and no outside marketing support, Matt knew that realistically, he would not be blogging on an ongoing basis nor making frequent website updates. He also knew he needed a new site that offered the latest technology. This new website, www.sumrowlaw.com, was created paying mind to his constraints and goals. Building the site with substantive representative matters, client testimonials, ever-green blogs, and a page of client logos and stories, it was developed it to reflect his expertise and successes. We built-in keywords and organic SEO so the site could stand independently. Matt is a realist. He is not looking to be on the first page of results when potential clients search for a “corporate attorney in Orange County, California.” But he certainly wanted potential clients and referral sources to understand his talents and areas of expertise instantly.
The feedback on his new site produced the results he wanted and needed.
AGA Legal Staffing
For many years, Amy Goldware was a partner with a Los Angeles agency that provided legal staffing solutions. The two partners of this entity split in Q4 of 2021. With a keen focus on client needs and service, Amy needed clear branding and messaging to launch her new company, AGA Legal Staffing. www.agastaffing.com
We collected the most important aspects of what the new company would stand for through the brand development process, incorporating Amy’s tremendous success and skills honed over the years.
The Brand Essence Statement we developed from the branding session stated, “At AGA Legal Staffing, we pride ourselves on delivering lasting solutions. With over 25-years of experience in the trenches, both inside law firms and as recruiters, we believe that good enough isn’t good enough. Integrity touches everything we do. And clients tell us our straightforward approach delivered with honesty, and the ability to pivot on a dime, are the reasons they come back, time and again.”
The website was developed with a client focus, which provides frequent updates on the new website as well as on LinkedIn personal and business pages. The site was highly optimized and filled with the keywords her clients use most often. The transition to the new company became seamless and successfully integrated into the marketplace in short order.
Amy and her staff are committed and focused on their clients’ needs and wants. Through the brand development process, we created the tagline, “More than you expect. Everything you want.” This perfectly represents what Amy and her team had in mind.