Right Hat

10/24/2024

Thinking about advertising on LinkedIn? A successful campaign requires both strong design and a strategic understanding of your audience, your message and the medium itself. Here’s how to amplify the success of your LinkedIn ad campaigns.

According to industry research, 71% of B2B marketers incorporate the platform into their advertising strategy. With over 900 million users globally, a brand built on professional networking and the ability to target market segments, LinkedIn is tailor-made to reach your key audiences. But not all Li...

10/17/2024

After our successful collaboration with Bracewell to refresh its homepage, the firm asked us to help re-platform its entire website. We added imagery with video-like movement and subtle micro-animations to draw the eye to key industry information. We also overhauled interior pages to showcase value-added content.

It doesn’t always take a full redesign to make a significant impact on a website.  After our successful collaboration with Bracewell to refresh its homepage, the firm asked us to help re-platform its entire website. The goal was to keep emphasizing Bracewell’s four main industry areas — energ...

09/12/2024

Our annual list of budget priorities for next year, informed by learnings from our clients and an industry-wide survey, is here to help you make your wish list for next year — and avoid a bad case of the “if onlies” come summer.

Our annual list of budget priorities for next year, informed by learnings from our clients and an industry-wide survey, is here to help you make your wish list for next year — and avoid a bad case of the “if onlies” come summer. Because a successful marketing plan combines long-term planning w...

07/24/2024

American University’s fundraising campaign, Change Can’t Wait, exceeded its goal of raising over $500 million, the largest campaign in the university’s history.

The client asked us to refresh our original website design to showcase this unprecedented achievement and to develop new sections detailing the initiative’s impact overall and on individual schools, colleges, and organizations across the university.

Working together with the marketing team, we developed a digital strategy that would be intuitive, accessible, and engaging.

American University’s fundraising campaign, Change Can’t Wait, exceeded its goal of raising over $500 million, the largest campaign in the university’s history. The client asked us to refresh our original website design to showcase this unprecedented achievement and to develop new sections det...

07/18/2024

Customized experiences have transformed consumer marketing, and professional services marketing won’t be far behind.

Want proof? In Right Hat’s 2024 survey of 100+ legal services buyers, 93% of responders said they’d give a law firm information about their location, industry, and legal and business issues in exchange for a customized website experience.

Customization is more than putting someone’s name on a page. It’s considering what will most interest your audience and not asking them to waste time and energy on what doesn’t. Here are some ideas to help you take customization further.

Want proof? In Right Hat’s 2024 Top of Mind Survey of 100+ legal services buyers, 93% of responders said they’d give a law firm information about their location, industry, and legal and business issues in exchange for a customized website experience. And offering customized training was cited as...

06/20/2024

When your client is a creative artist, visuals are paramount. To promote photography powerhouse Gittings Global's “Elevating Confidence” campaign, we created a digital toolkit that puts the visual experience front and center.

When your client is a creative artist, visuals are paramount. To promote photography powerhouse Gittings Global’s “Elevating Confidence” campaign, we created a digital toolkit that puts the visual experience front and center. An interactive two-page sales brochure uses strong information desig...

05/02/2024

Sometimes a brand needs to be refreshed, not replaced. That was the case with Southeast regional law firm Williams Mullen. New brand style and content guidelines will help Williams Mullen keep its message staring and consistent in its next iteration.

Sometimes a brand needs to be refreshed, not replaced. That was the case with Southeast regional law firm Williams Mullen. The firm initially asked us to advise on brand strategy, specifically, whether or not to keep its existing tagline, “Finding Yes.” Our research among firm stakeholders and c...

04/18/2024

Great content shares many attributes with great snacks: both are tempting to the eye, quick to consume, flavorful, shareable and instantly gratifying. At Right Hat, we often work with clients to create “snackable” content that alters how buyers see your firm. Here’s how you can apply snackability principles to your content.

At Right Hat, we often work with clients to create “snackable” content that alters how buyers see your firm. Here’s how you can apply snackability principles to your content. Visually tempting Foodies often say we eat first with our eyes — and that’s also true in consuming marketing commun...

03/14/2024

Five years after the merger between U.S.-based Bryan Cave and UK-based Leighton Paisner, the combined law firm was thriving, but its website was a different story. Although packed with information, it lacked a cohesive strategy and a clear path to priority content. The firm adopted a phased approach to updating the site, starting with noticeable improvements in key areas: https://righthat.com/work/bclp/

Five years after the merger between U.S.-based Bryan Cave and UK-based Leighton Paisner, the combined law firm was thriving, but its website was a different story. Although packed with information, it lacked a cohesive strategy and a clear path to priority content. The firm adopted a phased approach...

02/29/2024

Convincing the market that you walk the talk on industry expertise takes more than including an industry in your capabilities list. Buyers want proof, and the most powerful way to prove yourself is by providing consistent, high-level, value-added content about an industry: https://righthat.com/insights/industry-marketing-hits-the-target/

That’s what professional services buyers are asking as they search for advisors who deeply understand their industry. And why not? With an abundance of talent to choose from, it makes sense to gravitate toward people who can speak your language and ramp up quickly. Not all professional services pr...

02/01/2024

Am Law 100 firm Winston & Strawn LLP wanted a modern website that would focus on the visitor experience and portray its warm, friendly culture. During our discovery process, we learned that a robust, easy search was viewed as a top priority throughout the firm. By leading the home page with a predictive “How can we help you?” search bar, we offered a customized experience that puts visitors firmly in the driver’s seat. To make the site feel personal, we art directed new environmental images featuring the firm’s lawyers. The updated site’s contemporary, angular design elements (including the firm’s traditional “W”) and dynamic microanimations lend a feeling of movement and energy. With its improved user interface, the new site draws visitors in and encourages them to spend more time exploring Winston’s offerings: https://righthat.com/work/winston-strawn/

Am Law 100 firm Winston & Strawn wanted a modern website that would focus on the visitor experience and portray its warm, friendly culture. During our discovery process, we learned that a robust, easy search was viewed as a top priority throughout the firm. By leading the home page with a predictive...

01/25/2024

It's here! Our 2024 Top of Mind Survey: What Legal Buyers Care About Now includes answers to your most important questions with buyer preference metrics in over a dozen key areas, including lawyer biographies, thought leadership and the ever popular question of why companies change law firms. Plus, you'll get immediate and long-term action items in our Top of Mind tips: https://topofmind2024.com/