Eversheds: Pushing people forward

The unusual extent to which a Key Contacts feature is integrated across the web site.

The Site

Eversheds, an international business and financial law firm with 2,000 advisors in 16 countries, provides only a catch-all online form from the universal Contact Us utility on its web site. Instead, it makes ‘Key Contacts’ an integral feature of the Services & Sectors, Offices and People sections of the site.

People is a sophisticated directory of contacts, searchable by name, office, service/sector and position (job title), which includes senior executives. All contact information includes a photograph, telephone number configured for UK, US and international callers, personal e-mail address, a link to the relevant office and “practice notes”, a summary of the individual’s responsibilities or specialisms.

The landing page for each of the 62 service areas includes a list of Key Contact names linked to their directory entry plus a link to the full list of contacts for the service. Offices has a similar set up.

The Takeaway

Eversheds decision to make so bold a feature of its contacts directory reflects the business it is in, where establishing personal relationships with clients is at least as important a part of the product as the expertise of its personnel. As a large international player it has the added challenge of bridging the gap between the impersonality of a big firm and the intimacy of a small local practice. The inclusion of photographs and personal profiles goes a long way to establishing an appropriate level of approachability.

While Eversheds is by no means unique among big law firms in playing up its ‘team’ in this way, the extent to which Key Contacts is integrated across its web site is both well executed and unusual. And how many other sites make it this easy to put through a call or send an e-mail direct to the chairman?

First published on 28 July, 2005