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Earlier this year, Baker Botts won a coveted award from the Legal Marketing Association for its Web site, www.bakerbotts.com. The site, which was planned by the Washington, D.C., design firm of Greenfield/ Belser, is one of the most attractive I have ever encountered. (The Houston-based firm has a significant D.C. office.) The site employs color in a beautifully understated manner; it provides a treat for jaded readers’ eyes by using striking and unusual typefaces to highlight hyperlinks; and it stays blissfully free of clutter, never crowding material onto a page. The site’s planners exhibit a sense of humor, with a series of somewhat offbeat illustrations in lieu of the more usual mug shots of partners. And from the “Student Center” area, one can jump off into the “Break Zone” and find an online game like Tetris or Yahtzee. That’s pretty unusual in the law firm world. On the other hand, I occasionally got the feeling that the site was a bit skimpy on substance. For example, the firm seems to have had significant pro bono achievements lately, according to the site. So give the reader, who might well be a graduating law student who cares about pro bono, a little more than five paragraphs. Who were some of Baker Botts’ clients in successful cases, and exactly what did the firm accomplish for them? And some of the promotional language is a bit old hat: “We are proud of our ability to combine the talents of lawyers across different disciplines and offices to meet our clients’ needs.” Almost any firm could say that.

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