ByrdAdatto, the leading health care law firm in the country, was operating two websites — one about the firm and its attorneys and the other a gated, educated-focused client portal with important documentation and thought leadership. Could we unify ByrdAdatto’s digital experience to better serve its clients and its business?
To put together a sound website strategy, we sought input from select firm stakeholders and clients while conducting our own site experience audit. ByrdAdatto was rightfully concerned about the user experience, given their investment in educating their attorneys and their clients — one of the firm’s core tenets. They also have a unique business model for the industry — a membership called Access+, an alternative to project-based billing — which they wanted to grow.
The good news is ByrdAdatto had a lot of great content; the site just needed a better information architecture and taxonomy to make the content more discoverable and useful. Knowing that increasing Access+ membership was a priority, we combined the two websites to better highlight membership benefits and capture website leads while providing a secure way for current members to access the important educational content for which ByrdAdatto is known.
Watch ByrdAdatto Brand Marketing Manager Stephanie Torres talk about our working relationship:
As regular content producers, the ByrdAdatto team understood the value of SEO, so they turned to us for consultation and implementation to improve organic search performance of not only the website’s main pages, but also its robust, non-gated content hub. After the website was up and running, we worked with ByrdAdatto to develop a forward-thinking content strategy — one that extends the reach of content beyond SEO and into digital channels such as LinkedIn and YouTube.
We also implemented a process to capture qualitative client insights — via a “How did you hear about us?” question on the contact form — to properly attribute the impact of their content marketing efforts on lead and pipeline growth.
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