Elverson Vasey - Designing a Law Firm Website Built on Credibility

In the world of law, credibility is everything. Des Moines-based law firm Elverson Vasey, L.L.P. understands this, which is why they wanted a new website with a modern look that reflected their integrity and work ethic.

Elverson Vasey Website



When the team at Applied Art & Technology was approached to build a new site for Elverson Vasey, L.L.P.,  we knew we needed to highlight the firm’s credibility with a design that appealed to visitors on an individual basis.


In fact, our research for this project found that visitors to law firm websites tend to care more about the individual attorneys than the firm as a whole. Knowing this, we set out to design a site with a visual emphasis on the firm’s members, along with content that stressed their dedication to client success.


“Our team at Applied Art & Technology took a client-oriented approach when building the new site for long-standing Des Moines-based law firm Elverson Vasey.” — Caitlin McTaggart, web team project manager


As is the case with every project we take on, our first step in the process was meeting with the good folks at Elverson Vasey, L.L.P. (including the firm’s partners, Todd Elverson and Jon Vasey) to get to know their history, culture, distinguishing work and, most importantly, project goals.


We came away from these conversations with four primary objectives for the new website:


  1. Attract visitors to the site with a sleek and approachable design
  2. Demonstrate the firm’s credibility with existing clients
  3. Help new visitors learn about available services and benefits
  4. Position Elverson Vasey as the hardest working and most prepared law firm in Iowa


From there, Caitlin McTaggart, web team project manager, conducted a site-wide audit of Elverson Vasey’s existing web content to determine the navigation, layout and content direction of the new site.


Throughout the process, McTaggart, along with Clinton Olsasky, content strategist, made sure to incorporate SEO-friendly content to boost the site’s organic search rankings with strategic keyword placement, lists and headers.


(Building up a firm’s SEO is essential nowadays, with Google Consumer Survey reporting that a staggering 96 percent of people seeking legal advice use a search engine.)


Nick Petersen, designer, then created a mood board that established the new look of the site, including typeface, color palette, text placement and imagery.


With these pieces in place, our team went to work building the new site from the ground up, incorporating innovative features like an attorney search function and practice area categorization.


To help engage first-time visitors, Eric Sahrmann, creative director, also visited the Elverson Vasey offices to shoot video of the firm’s members in action, which was then embedded in the home page design.


In the end, Applied Art delivered a client-first attorney website with a fresh new look designed to attract new clients, engage existing ones and communicate the firm’s unwavering hard work.

Check out Elverson Vasey’s brand new site here.


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