Content Pilot Releases the Results of the 2020 AmLaw Global 50 Websites: Ten Foundational Best Practices Research

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Content Pilot has completed its 7th comprehensive analysis of the websites of the 2020 AmLaw Global 50 law firms. Researchers analyzed 71 attributes for each of the 50 websites for a total of 3,550 total attributes.

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There is tremendous room for improvement for even the highest-scoring firms. Whether it’s accessibility for persons with disabilities, differentiating positioning and content strategies, or mobility, too many law firm websites are offering inferior experiences to their visitors.

Content Pilot LLC announced today that it has completed its 7th comprehensive analysis of the websites of the largest law firms in the world, based on Ten Foundational Best Practices. The 2020 AmLaw Global 50 law firms are ranked by gross revenue and consist of 40 firms “headquartered” in the U.S., and ten firms in the United Kingdom.

During fourth quarter 2019, 14 Content Pilot researchers analyzed 71 attributes for each of the 50 websites for a total of 3,550 total attributes. Websites that launched after September 1, 2019, were not included in the Content Pilot Study. Prior Content Pilot research studies analyzed the AmLaw 100 firms – done in 2005, 2006, 2007, 2010 and 2013, and the AmLaw Global 50 in 2016. This is the second Study and comprehensive White Paper that addresses the websites of these truly global powerhouse law firms.

When asked about the results, Deborah McMurray, founder and CEO of Content Pilot, and Research Director for this project said, “There are a few great innovators – firms that have taken full advantage of their recent redesigns to step out of the pack in both design and content strategies. Yet, only two firms scored “Excellent” on our 100-point scale: McDermott Will & Emery (http://www.mwe.com), with a score of 86.8 and Winston & Strawn (http://www.winston.com), with a score of 86.3.”

The websites of 43 firms ranked “Good,” which was up significantly from the 2016 Study of 23 firms, and five firms ranked “Fair.” McMurray adds, “There is tremendous room for improvement for even the highest-scoring firms. Whether it’s accessibility for persons with disabilities, differentiating positioning and content strategies, or mobility, too many law firm websites are offering inferior experiences to their visitors – in fact, most of them are. This was a surprising finding, especially with many million-dollar-plus redesigns.”

The complimentary White Paper, “How do they Measure up? 2020 Global 50 Websites: Ten Foundational Best Practices,” is a 110-page in-depth picture of Trends and Insights, Do’s and Don’ts, Stand-out Firms and Results for each of the 71 attributes included in the 2020 Ten Foundational Best Practices. It includes numerous infographics and images of the Stand-out firms.

Law firm leaders in professional services firms of any size will have (1) access to data on how to create experiential pathways and journeys for the visitors they identify as “most important;” (2) a snapshot of how leading law firms are doing and an understanding of how their law firm can better compete in their chosen markets and sectors; and (3) a practical roadmap to view their websites more strategically and plan website investments with an eye toward getting a desired return.

Access the White Paper
Content Pilot is offering this White Paper in both 8.5 x 11 and A4 output at no cost – register here: https://www.contentpilot.com/AmLawGlobal50Websites2020/

About Content Pilot
Content Pilot is a leading strategy, design, content and technology agency headquartered in the U.S. It is woman-owned, highly diverse and constantly in search of innovations and best practices inside and outside the legal industry. Content Pilot clients are global, national, regional and local law firms, CPA and other professional services firms, and progressive companies in other industries.

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Deborah McMurray

Sheila Sheley
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