After 50 years in business, lots can change. That’s why Gross McGinley wanted to refresh its website to represent the evolving and upward growth of its firm. But what hasn’t changed is the law firm’s commitment to serving the community and fighting to protect friends and neighbors in need of legal assistance. Gross McGinley has earned its stellar reputation, and wanted to proactively promote the expertise and achievements of their attorneys.
As a respected, established law firm, Gross McGinley has been a pillar in the community for five decades and counting from its flagship office in Allentown, PA. Their story is not new, but so much of what they do has changed for the better and they wanted to share that. The challenge was to refresh the brand in a subtle but impactful way to remind clients and to engage prospective clients with a strong message that they are poised for future successes.
The solution was multi-faceted to promote new office locations, announce the completion of their renovated home office in Allentown and proactively promote the firm’s large roster of expert legal minds. In collaboration with Gross McGinley, we started by revamping their website’s home page. This included a vastly improved user experience for visitors. The new home page prominently featured news about the firm, spotlighted their high-caliber and experienced team of attorneys with equal recognition and highlighted their office expansion to better serve Allentown, Easton, Philadelphia and Stroudsburg). The redesign included an easy-to-use carousel of the firm’s practice areas to help prospects find the services they need. It also featured an attorney spotlight section to feature different staff members, along with testimonials and a leadership section.
We designed and programmed the website to seamlessly integrate with the existing website design. We oversaw photo shoots to capture their attorneys and staff. We also captured the building renovations as part of the firm’s makeover. The website design included a behind-the-scenes, easy-to-use dashboard so the staff could manage website updates internally. And we created email templates to support the brand update for email marketing campaigns to proactively communicate with their customers.
Advertising is in Ernie’s DNA as he’s a third-generation family member to join the business his late grandfather founded. With that pedigree comes an almost six sense of identifying the “it factor” needed to create campaigns that spark customers to action. Ernie (or ET) uses his outgoing personality to connect with clients to build strong collaborative relationships. He digs deep to uncover new opportunities that will make a measurable difference for each client’s business. A graduate of Eastern University and Saint Joseph’s University (MBA), he has the book smarts and experience to elevate brand communications with strategies that challenge the status quo. He’s always guiding Team SWBR toward the correct target audiences, smartest campaign messages, right digital channels and best traditional tactics suited to boost sales.
When he’s not working, Ernie enjoys spending time with his wife and daughters. He’s also an avid golfer still searching for his first hole-in-one.
