CHIEF conducted a complete overhaul of Groom Law Group’s website to empower users to find the right attorney.

Transforming a website to embody a law firm’s spirit.

Groom Law Group (Groom) is a prestigious DC-based firm that specializes in benefits, retirement and health care law. Located catty-corner from the White House, Groom sits in the heart of Washington, DC, poised to advocate for their clients, and win.


Marketing & Communications Strategy
Interactive Design
User Experience

Awards & Recognitions

Webby Honoree

Law Website

W3 Award 2018 

Gold, General Website Categories—Law and Legal Services for Websites

American Advertising Awards/ADDYs Winner

Groom Law Group homepage

When Groom’s marketing committee changed, the new members decided to deviate from their predecessors work and go in a different direction with the firm’s unlaunched website. The unlaunched site had confusing information architecture (IA) and each attorney had written their own bio, contributing a different brand tone and voice.

Groom approached CHIEF to conduct an audit of the site that provided guidance about the best way to reconfigure the complicated IA and how to establish a consistent brand voice through copywriting.

We showed Groom recommendations for getting their current site across the finish line and a reimagined website showcasing their brand in a fresh and modern way. After our presentation, Groom enlisted CHIEF to do an overhaul of their website.

Groom Law Group article page in desktop and mobile views

The Change

We started by tackling a main issue: the overwhelming number confusing organization of practice pages on the unlaunched site. We conducted an internal content workshop to group the practice page areas effectively and cut down on any page duplications. We rolled out a streamlined information architecture to reduce the number of practice areas from an overwhelming 167 to 18.

We also developed a messaging platform and created a single voice for Groom’s brand. Once approved, we revised all of the web content to ensure the tone and voice was consistent, incorporating targeted keywords to improve search engine optimization results.

Then, we launched into redesigning the site to match Groom’s impeccable reputation. Using photography and videography to emphasis Groom’s location, prestige and expertise, the end result was a sleek, user-friendly site that powerfully showcased Groom’s work.

Two desktop views of the Groom About Page

The Result 

What began as a consultation contract is now a continuous strategic partnership with CHIEF and Groom Law Group. The cherry on top: our work earned the Groom website an Honorable Mention at the leading international awards honoring excellence on the internet—the Webby Awards.

We Also Provided

  • Copywriting
  • Search Engine Optimization (SEO)
  • Photography & Videography