Burnet, Duckworth & Palmer LLP

Calgary, AB, CA

The world is changing, and it’s happening faster than ever. Businesses and people are adapting, but nobody can do it alone. Maybe it’s easier for us to keep up because we’ve always been nimble and brought creative thinking to the way we practise law. BD&P is a full-service boutique law firm headquartered in Calgary, Canada. Our approximately 120 lawyers are bright, deeply talented legal minds who work on a broad spectrum of corporate and litigation matters, sitting across the table from national and international firms. Our clients live a variety of sectors, including energy, renewables, agribusiness, technology and life sciences. We are not just legal advisors, we are true partners. We've been called unconventional, and we think that makes us better partners to our clients for now — and for the future.

Burnet, Duckworth & Palmer Website Launch

Category: Digital Media | Website | 193. Professional Service

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About Project

Bold, accomplished, approachable – these characteristics are at the foundation of a refreshed, progressive approach to the Burnet, Duckworth & Palmer LLP brand. The 18-month-long rebrand embodies BD&P's current personality, the next evolution in the firm's 100+ year history. Arguably one of the most prominent artifacts for BD&P's new brand, the redesigned website balances a modern aesthetic and tailored content with maximized functionality.

The objective of the website redesign was to enhance the online experience for clients, boasting a refreshed creative design aligned to new brand standards, a responsive platform, and enhanced, proven technology and functionality. The new website is a critical tactic in redefining the firm's bold new identity in-market building awareness and credibility of its reimagined attitude; a bold move for a professional services firm in a typically traditional industry. Burnet, Duckworth & Palmer's creative, refined, personalized approach sets them apart from their competitors, a differentiated experience brought to life on the firm's website in stark contrast to others in the space.

A key challenge was leveraging the competitive advantage of the BD&P brand while ensuring client-centric usability remained the focus in the site development. Simplified navigation, a responsive platform, and relevant content delivers high user experience. Users can easily find information on lawyers, practice areas, and specialty industries, or explore relevant and timely firm and industry updates, acting as a useful resource and providing ongoing value to drive increased engagement and repeat visitation to the site. A uniform call to action for contact and sign up is presented at the bottom of each page, encouraging lead generation.

Functionality is balanced with clean, modern aesthetic. The firm's visual identity is easily recognizable through the website's use of dynamic photography and graphical elements, bold headlines, and bright punches of colour within the palette. Thoughtful elements throughout communicate the firms values through design, such as an emphasis on team portraits showcasing the unique personalities of the BD&P team and a commitment to diversity.

The BD&P website has already been recognized for its progressive approach in the industry, named one of the best law firm websites of 2022 globally by Helios Design who specializes in digital solutions for professional services firms. BD&P's brand characteristics surfaced through their observations, as the site "gives the impression of a law firm that is dynamic, nimble, personable and in touch with the times."

Since the launch of the website, statistics indicate strong performance and improvement over the previous website in the first two months of activity:
• 87.47% increase of average time on page for all users (1:08 vs. 0:36)
• 116%.60% increase of average time on page for single session users (1:02 vs. 0:29)
• 51.04% increase in average session duration (2:15 vs. 1:29)