Content

Substance

o Clarity of services/products, processes, policies information

o Interests the reader in appropriate products

o Educates about services and who needs them when

o Moves reader to action

o Client-centric, not firm-centric

o Compelling for potential employees; strong recruiting content


Team Competence & Commitment

o Bios illustrate experience and leadership in declared practice areas

o Size/capacity of the firm apparent & played to greatest advantage

o Warm, approachable and/or distinctive


Differentiation

o Compelling description of how and why firm stands out from the crowd

o Practice area distinctions made and supported; a reasonable number
given firm size

o Unique features for or about clients or other approach


Reasons to Return

o Lots of fresh content, regularly updated

o Uniqueness of content

o Client access section

Appeal

Navigation & Usability

o Easy to find things and return to previous screens

o Menus and location of information intuitive

o Contact information highly visible; people accessible

o Downloads appropriately sized/formatted

o Search feature and site map


Attractiveness

o Design attractive, professional, conveys quality & not dated

o Clean and uncluttered

o Consistency in appearance from page to page

o Animation moderate, not annoying and time-consuming


Personalization & Originality

o Design appears unique to the firm, not canned

o Graphs fresh and distinctive, not predictable
(i.e. columns, calculators, eyeglasses, ledgers)

o Brand of firm (if any) is consistently reinforced throughout

Interactivity

Capturing User Information

o Multiple mechanisms for engaging the reader

o Mechanisms are appropriate for target and convenient to employ