Believing that how one presents oneself to the world and making a good impression are key ingredients of success, CEE Legal Matters introduced the TopSite Award to encourage and reward those firms whose websites stand out in various ways. Websites are only one component of a firm’s reputation or brand, of course, but it is one that has grown increasingly important in recent years.
The web is a platform on which a firm can show its people, its history, its specialties, and the ways it is unique. Our awards focus not on what a firm’s website says as much as how it says it. Is the language of the English version of the site professional and polished? Does the site identify the firm’s legal staff, from partners through associates? Does it provide easy contact information for the firm itself and for its lawyers? Does it demonstrate leadership by sharing articles on practice areas and the important issues of the times? And, finally, to what degree does it stand out for ease of use, quality of content, level of detail, and a subjective Je ne sais quoi factor of creativity, originality, and communicated substance?
Faithful readers will remember that we select two Central and East European markets for each issue. This time around, we shine our CEELM TopSite spotlight on Romania and Serbia, and after studying many websites the editors found two outstanding sites in each of those markets that seemed to stand out, showing distinctive qualities that earned them spots as finalists for our award.
TopSite Award – Romania
Our two finalists from Romania were Nestor Nestor Diculescu Kingston Petersen (www.nndkp.ro) and Tuca Zbarcea & Asociatii (www.tuca.ro). Both sites manifested unique graphic design elements that were attention-getting while focusing that attention on the content they offered. Both employed scrolling text to convey a dynamic sense of their practice and successes. Tuca Zbarcea ‘s red-themed home-page graphic conveys a sense of movement and energy. NNDKP’s green home page offers an artist’s paintbrush as an explicit metaphor linking accomplishments and style. NNDKP also invested in a humorous and compelling six-and-a-half minute cartoon video telling the history of the firm “in a nut shell.”
We awarded this issue’s TopSite honor among Romanian websites, ultimately, to NNDKP for the depth and richness of detail shown throughout the site. Balancing the light touch of the front-page video, every link offers an abundance of professional detail, effectively conveying breadth and substance.
NNDKP’s Director of Marketing and Business Development, Irina Melecciu, said a basic redesign of the site in 2008 was “a result of our brand audit and part of our brand identity fine tuning. We aimed at creating an online tool with relevant, complete and updated information that could express our values in a user-friendly way and clearly communicate the client benefits. We also believed it was essential to provide details about our teams of lawyers, integrated legal and tax services, practice and industry area expertise, while also offering useful legal updates, articles, and career insights with an online application and information about our international affiliations.” She said the firm felt “great joy in acknowledging the ‘TopSite Award’ from CEE Legal Matters, especially that it came from specialists highly experienced in providing top-notch, relevant editorial content to their readers in the region.” (Thanks, Irina!)
Finalist Tuca Zbarcea’s site carries its quiet design principles from page to page as it presents its news, specialties, staff, and other links. Alina Pintica, the firm’s Chief Marketing and Communications Officer, said the site’s intention was to consolidate its branding strategy and to reinforce its core values of “professionalism, openness, performance, accessibility, friendliness. It was designed to provide interesting and well structured information in a user-friendly and interactive manner. While we knew that aesthetics came second, we were well aware of the fact that it had a major role in conveying the values that needed to be enforced by the web tool. We also aimed at implementing a visual interface that would, first of all, provide intuitive access to all information and instruments available on the website.”
TopSite Award – Serbia
CEELM’s two finalists from Serbia were Jankovic Popovic Mitic (www.jpm.rs) and Prica & Partners (www.pricapartners.com). The Prica & Partners site employs an eye-catching graphic to anchor a home page that stresses its theme of combining tradition with the future. The Jankovic Popovic Mitic site employs muted colors and consistent and artistic use of black-and-white photographs to call attention to its firm, areas of practice, and staff.
In our judgment Jankovic Popovic Mitic edged into first place for Serbia, demonstrating that speaking quietly – in this case, employing a cool and understated graphic theme – can be an effective communications device. Nemanja Stepanovic, the firm’s Managing Director, stressed that because the web site is the first point of contact for most of its existing and prospective clients, it “has to reflect our goals and business concept and the way we would like to be perceived by our clients. Therefore, we created a neutral site with a clean and modern feel, fully capable of providing all the information within a logical layout.” The design principle was modularity, she said, allowing ease of addition and modification, speedy loading, and optimized content across browsers and devices.
The Serbian-finalist site of Prica & Partners emphasizes its theme of tradition and the future by tracing the roots of the firm back to 1900, across generations of lawyers and forms of government. The graphic principle established on the home page – animation within various color banners – is used to convey a modern, future orientation in all sections of the site.