As you may have heard, Morrison Foerster (MoFo) recently launched a groundbreaking new website that supposedly cost over a million dollars. And practically everybody hates the website. In fact, I haven’t come across a single person who has defended the site (online or in a personal conversation). So here I am, putting my reputation on the line to say a few positive things about the website everybody loves to hate.
What I like about MoFo
The MoFo website is probably the strongest brand statement ever made by a major law firm. Their clear departure from the status quo is remarkable. And I strongly believe that this will help the firm in the long run. Some specifics:
- An Untapped Market. Practically every law firm website looks the same, as if they are all trying to tell us, “We’re pretty much like the other guy down the street.” Not MoFo. They are clearly positioning themselves as a progressive, different-thinking firm. There must be a market for this. And now that market is all theirs.
- Exposure. The MoFo website is a PR professional’s dream. Since the moment it launched, it has been the talk of the town. Believe it or not, even if much of the talk was negative, this will end up being a positive PR exercise for MoFo. Numerous studies have shown that brand recognition remains long after a controversy has been forgotten.
- It’s Exciting. The magnetic energy that emanates from the website is priceless. Who wouldn’t want to learn more about this organization? Who could resist the temptation to click around? This energy is bound to have a positive effect on both prospective clients and prospective hires.
What I don’t like about MoFo
There are also quite a few flaws in the MoFo site. To read my criticisms, click here.