A website for an environmental law office
Backstory
I wish all lawyers were like John Coon. He tirelessly takes on good causes. He’s not afraid to go up against giants.
John doesn’t need a website to attract new clients, he has more cases than he could solve in a lifetime. But he did find himself in a situation where a link to his website was expected – could I quickly help him out.
Knowing John, I thought using stunning images from nature would speak as much about his focus and values as his long list of accomplishments.
I had already dressed up a presentation he gave to the International Congress for Conservation Biology in Montpellier, France, so I knew he would be cool with an unconventional approach.
What could go wrong?
Law offices are serious places. Websites for law offices often appear equally serious; well-dressed professionals discussing something important, a courtroom, a building with columns. Heavy use of landscapes was a departure. It could look unprofessional.
Strategy to avoid what could go wrong.
Make it intentional. Remind people that John is always looking at the environment. All of the environments.
John’s resume, publications, and case lists proved he had an enormous amount of experience – so I felt I had some liberty to juxtapose the beauty of nature to highlight his cause — accountability for a healthy planet.
Notes to self
Always keep the core values of the client in the back of your mind. It’s easy to get distracted by trends, and competitors. At every turn, reinforce those values with graphic devices. Ideally, a quick glance at the website speaks volumes about the client/company/person.
I approach websites as billboards on a highway, where every visitor is in a car traveling 75mph. If you don’t catch their eye, or signal an impression, it’s a missed opportunity. It’s not easy to achieve, but it’s a nice reminder.