Case Study

HermanMathis, LLP

The HermanMathis (www.hermanmathis.com) site represents RosArt's first big step towards achieving "holistic web-crafting," integrating design, progressive development, navigation, functionality, and promotion. HermanMathis, an ongoing project at RosArt, is a "mega firm" consisting of five independent smaller firms. It is one of the first nationwide plaintiff's practice law firms established to protect the rights of consumers.

One of the mega firm's member groups (Casey, Gerry, Reed & Schenk, LLP), an existing RosArt client, originally recommended RosArt for the construction of the HermanMathis site; however, as a part of their "checks and balances" policy, the mega firm would not allow previous subcontractors of any of the individual firms to be contracted by HermanMathis. Politically, this made sense, but realistically, it eventually proved limiting.

After two years of predicaments and problems with establishing a web presence, HermanMathis adjusted its original policy and contacted RosArt. The mega-firm had watched how we had enhanced Casey, Gerry, Reed & Schenk's business through the web, so the client was well aware that good site design and functionality were needed, as was aggressive promotion.

HermanMathis needed a web site that would make twelve offices located in six cities look like one big firm. We put to practice our belief that images appearing one way in real life (causing certain conscious or subconscious reactions in people) do not appear the same way or have the same affect on people, when seen on a computer monitor. For instance, a lawyer's red leather couch and green marble desk might make an impression of "trustworthy" or "established" to the client that sits in his/her office. These same images, colors, or ideas, when applied to a web site, however, rarely if ever convey the same messages.

HermanMathis wanted its web site to be conservative yet progressive. We conducted a study to assess which colors would work best for the navigational goals in mind. Since the content and flow were to be designed in a straightforward, robust, clear-cut way (to suggest reliability and structure), the site needed to be "lightened up" a bit to suggest friendliness and comfort. We decided to go for a simple, clean, crisp, corporate look with a calming pastel color scheme.

We also recommended to the client that we not include an overabundance of illustrations, images, or photos as part of the interface, although graphics and photos would of course be part of the sites content. (We did not want to impede the ease of navigation by people with low bandwidth connections.) We encouraged the firm to use professional copywriting services, coordinated with us, as a part of their development and promotional plans.

The firm needed a site that was built as both an informational resource and a means through which the public may communicate directly with the firm's attorneys. So the site was built as a tool. Applications built to enhance this include: Search Function for News Articles; an Attorney Quick Reference Guide linking to full bios, contact information, and email forms; Contact Inquiry Forms for "Do I have a case?"; Send This Site to a Friend; and an automated e-Newsletter Sign-up/Remove system.

Navigation was one of our largest concerns since the HermanMathis site is large, content-rich, and filled with many sections and subsections. We decided to color-code each main section to eliminate any feeling of confusion as to "where you are" on the site. An ever-present Navigation Bar at the top of each page is also color-coded to reflect the colors of each section. Navigation is easy, user-friendly, and straightforward.

Sections include: About Us (Subsections: Partner Firms, Alliances), Types of Cases (Subsections: Mass Tort, Class Action, Individual Law Suits, Multi-district Litigation, and MDL Leadership), In the News, Attorney Listing, Do I have a case? and Contact Us.

The firm intended to implement an aggressive promotional effort, so we created a web promotion stratergy that is literally designed into the site. This includes extensive ongoing research, using tracking devices that not only highly target those who are already looking for representation or information, but also allow us to monitor where users come from. Due to this, we can quickly adjust promotional techniques on the fly for the web site.

The most groundbreaking part of our work for HermanMathis is the cohesive implementation of what we have christened Integrated Targeted Domain (ITD) web sites. An ITD is a complete and independent (separate url) web site with unique content, functional contact forms, and other applications, used to generate business for a main site and provide a seamless method to add or remove a web presence for specific issues (in this instance, cases including recalled drugs and other litigious issues).

The way that an ITD is integrated visually and conceptually into the main site is seamless, as there is no way of discerning (other than the changed domain name) that the ITD is a separate site. It simply appears as if it just another page(s) within the main site.

The ultimate goal of the HermanMathis ITDs is to attract viewers through search engine queries and to drive immediate traffic to the HermanMathis site. Targeting specific topic-related keyword phrases (which can be contained in the actual domain name and the meta tags) ensures increased traffic to a given ITD and hence to the main site.

An ITD is different from a satellite site, however, which provides a "doorway" into the main site. ITDs are full of unique content. Each ITD has a unique domain name, is accessible through the main site, and provides access to the main site in a two-way relationship.

ITDs provide worlds of related information to interested readers. For example, an ITD was developed for the firm's Metabolife case. (www.hermanmathis-metabolife.com) New target audiences (potential clients; law students interested in this specific case; doctors researching the Metabolife product; people looking into weight loss strategies) were brought to the HermanMathis site via the ITD. Also, as the case continues to progress and evolve, the ITD provides a contained place within which updates and changes can be made to the site without affecting the continuity of the main site.

Please Note: We are currently in the process of applying for a U.S. Patent on our ITD Methodology.