Larkin Hoffman
Based in Minneapolis, Larkin Hoffman is a 65-year-old business law firm that’s “built for the modern world.”
At a time when many regional firms are being acquired by national giants, Larkin Hoffman remains proudly and defiantly independent. A mid-sized powerhouse, the firm is a Minnesota institution with highly regarded national practices. Larkin Hoffman turned to Great Jakes to develop a bold brand and cutting-edge website that would properly reflect its dynamic capabilities and position it for future growth.
To make a strong first impression, Great Jakes worked closely with the firm to include an engaging videographic for the Larkin Hoffman homepage.
Brand Refresh
The Larkin Hoffman website showcases a refreshed brand look, including a new logo, color scheme, portrait photography, homepage video, and miscellaneous graphical elements.
Before & After
Person and Service Microsites
The website features “person and service microsites”—a unique approach to law firm service areas and bios that was pioneered by Great Jakes. Microsites essentially are small customizable websites that fit seamlessly within the firm’s larger website. Microsites maximize engagement by allowing visitors to read the full text of an attorney’s reputation-enhancing content (e.g., articles, news, blog posts and case studies) from within the service area page or bio, instead of redirecting them to other sections of the site.
Integrated Blogs
To better leverage its strongest marketing content, the firm integrated its blogs into the website. This means that the blog and website share the same database and navigation structure, which offers an array of benefits. For example, blog posts are automatically promoted on relevant pages of the site (and vice versa). Also, blog posts are part of site-search results and are given in full on attorney bio pages.
ADA Compliance
The website was designed and built to be compliant with the Americans with Disabilities Act (ADA). For example, the website has been optimized for screen-readers (used by blind people) and is fully navigable via keyboard (for people with motor disabilities).
Q&A Module
To help communicate the firm’s collegial culture, the website features a Q&A module. This feature allows members of the firm and their team to tell authentic stories about how the firm’s positive culture has enriched their lives, both personally and professionally. These stories can be easily deployed to the homepage and/or the Diversity section.
Casual Portrait Photography
To help create an emotional connection with potential clients, new attorney portraits were shot for the website. Two types of portraits were shot: conventional bio portraits and more casual, light-hearted portraits for use in the Q&A Module. The portrait photos were shot by Gamut One Studios with creative direction by Great Jakes.
Let’s talk about working together
