Hodgson Russ
A law firm's Whistleblower landing page.
For nearly 200 years, Hodgson Russ has worked alongside innovators and business leaders, from visionary entrepreneurs to Fortune 1000 companies. With offices in Albany, Buffalo, New York City, Palm Beach, Saratoga Springs, and Toronto, the firm serves clients across North America and around the world, ranging from major multinational technology service and industrial companies to emerging start-ups and small family businesses.
The firm highly values its Whistleblower practice. Its experience, success, and reputation in this area prompted it to evaluate how it could more effectively present and promote this practice. The challenge was explaining the dense subject matter in a way that reflected its tenets of expertise, compassion, sensitivities, and respect while resonating with a prospective client.
The 19 Ideas approach.
Identifying the perfect tenor and voice was critical. The communications solution needed to present dense content in an understandable manner while maintaining the pillars of deep expertise, compassion, and commitment brought from Hodgson Russ.
We set to work through an in-depth conversation with the firm’s leadership. To present this content authentically, every aspect of it, from the copy, voice, look, and feel, needed to strike a balance of strength and empathy.
Armed with this information, we proposed a landing page as an educational resource combining impactful copy, content, and a call to action.
Developing the narrative.
We knew the copy needed to hit home quickly. For any potential whistleblower, the first step is coming forward. Our solution was to describe the journey. “The path to justice has a beginning. Doing the right thing is sometimes difficult. Hodgson Russ is an accomplished legal partner you can trust.”
This foundation informed everything that followed.
The page addressed the key things any whistleblower would want to know.
- They want to feel secure and protected when coming forward.
- They want to believe in their legal partner.
- They are focused on maintaining their integrity.
- They want affirmation that they’re doing the right thing.
Our content explained that concerns and questions are normal; Hodgson Russ is where you find answers.
Building a website.
We wanted users to feel safe and hopeful but we needed to consider how we would design a page within the confines of the existing Hodgson Russ brand colors. Starting with photography featuring the sunrise, we used a color palette based on warm light, including a vibrant orange from the firm’s brand.
Successful promotion requires strategy.
Paid digital advertising was used to promote the landing page. Knowing that the clients Hodgson Russ was hoping to attract wouldn’t search for “whistleblower attorney,” industry-specific sites with high traffic volume were identified to reach users in the government and pharmaceutical industries.
The results.
The result was a succinct yet impactful landing page that traversed sensitivity, security, and a path to success – accessible to any potential whistleblower and true to Hodgson Russ’ authentic voice. Lauded internally by leadership, the page’s balanced look and feel, thoughtful language and accompanying video provided a package that continues to be featured as part of their practice’s services at HodgsonRuss.com.
