McKenzie Lake Lawyers

Creating a comprehensive brand experience

The firm

McKenzie Lake Lawyers is a law firm in Southwestern Ontario, with 50+ lawyers and expertise across business law, personal injury law, and family law. Having already worked with them on numerous advertising and social media campaigns, the firm approached us in fall of 2019 about designing a new website that would exemplify their commitment to being “here for you”.

The challenge

Often, when law firms contact us about a new website, it is because their current website no longer reflects their brand. This was the case with McKenzie Lake; there was a growing disconnect between their high standard of client service and their aging website, which suffered from performance issues and was somewhat difficult to navigate. The Provincial Government of Ontario had also set a deadline for businesses to meet web accessibility standards. The firm’s previous website did not meet the level required by January 1, 2021.

The solution

A website says a lot about a law firm. It shows how much thought a firm puts into communicating with its audience and the world at large. fSquared Marketing’s web design team worked closely with McKenzie Law to communicate the firm’s character, target audience, areas of expertise, and brand. We then worked to design a website that was user friendly, modern, and attractive. Web accessibility was a core aspect of this project. We’re proud to announce that the new website was been built to Level AA requirements of the Web Content Accessibility Guidelines (WCAG 2.1).

The work

Smart Bios

These lawyer bios feature impactful, magazine-style bio photos, smart functionality, and well-organized content. Each lawyer bio functions as an information hub for all Insights, Events, and News about that lawyer. This makes for an excellent user experience.

Accessible Design

The new website was designed to be as accessible as possible to users of diverse abilities. In Ontario, it’s also the law, as of Jan. 1 2021, for public websites to meet WCAG 2.1 Level AA criteria.

Inviting Homepage

The new website features a rotating display of the firm’s lawyers, two sections for featuring important announcements, and the latest Insights, Events, and Firm News. This provides a great introduction to the firm.

Intuitive Navigation

Visitors to the new website will find it much easier to find the right lawyer or to view content relevant to their interests. Visitors can search by person, place, practice area, and more.

PDF Functionality

This feature generates attractive, print-ready PDFs of lawyer bios and practice areas. These PDFs are generated from the live website so they are always up-to-date. This is a great feature for lawyers looking to respond to a prospect or follow-up with a referral.

Value Added Services

Search Engine Optimization (SEO)

The new website loads more than 5x faster than firm’s previous website. This is a huge boost for SEO since site load speed is an important Google ranking factor. We also ensured that the new website is mobile-friendly and that key pages were optimized for search engine performance.

Project Management

This project had barely begun when the Covid-19 pandemic erupted in Canada. While this created several complications, especially for the photo shoot, we were able to continue to move everything forward. Throughout the process, we provided the firm with regular updates about the status of the project, ensuring that everyone knew what they were responsible for and that the workflow process was clearly communicated. Regular approval checkpoints ensured that every step of this project built upon approved specifications—resulting in a successful launch.

I'd like to find out more Contact Us