Raising the Bar on B2B Branding
Actionstep — a leading law firm management platform for midsize firms — was struggling to communicate the value and benefits of their B2B services in an effective, meaningful way. They turned to Noble Studios to expand their current brand and ultimately develop a completely redesigned website which launched in October 2024.
The Case for a Refreshed Brand
Actionstep’s cloud-based legal practice management software provides a flexible solution to midsize law firms around the globe. They help transform productivity by offering an automated workflow that can handle everything from legal accounting to document management to time tracking, all in one place. Unlike some of their competitors, Actionstep can be customized to fit businesses’ individual needs, rather than requiring law firms to adapt to the software’s capabilities.
However, their website wasn’t effectively communicating the benefits of their software. It was confusing to navigate and was not generating enough organic traffic. They needed a brand and website that would provide an engaging, user-friendly experience. The website also needed to speak to multiple audiences: from different types of law firms, like family law and personal injury, various roles within law firms — from practice managers to partners — as well as law firms in different geographical markets. That’s where Noble Studios’ Creative Digital Performance approach came in.
Three Key Opportunities
Build out a style guide, business cards, brochures, a reskinned website and other marketing materials to be ready for a major industry convention.
Simultaneous brand expansion and website design development.
Effectively communicate Actionstep’s value proposition to multiple B2B audiences in different geographical locations.
Highlights
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2.4
S
Largest Contentful Paint
PageSpeed Insights, (versus 4.2 seconds pre-launch), improvement of 43%
-
+18
%
Avg Engagement Time
GA4, July 2024 vs November 2024
-
100%
%
Accessibility score
PageSpeed Insights, (versus 69% pre-launch), improvement of 45%
A Modern and Adaptable Approach
Actionstep needed an engaging brand that would empower midsize law firms to build their firm advantage. Noble Studios took their existing brand platform and expanded on it to create a modern, adaptable brand that could connect with other law firms on a human level.
Debuting the Brand Evolution: The Noble team worked quickly so Actionstep could unveil the brand evolution at Legal Week. The vision centered on maintaining professionalism while breaking free from traditional law firm conventions. Actionstep’s trade show booth drew positive attention with integrated monitors displaying their custom-animated video. The dynamic setup reflected their innovative approach to legal software while maintaining industry credibility. Actionstep also debuted new brochures, business cards and a refreshed website to reinforce this modern yet professional positioning.
A Forward-Thinking Brand: These efforts laid the groundwork for a comprehensive brand book featuring a new tagline: Build Your Firm Advantage. The brand book includes modular design elements, a brand mantra, a brand personality, an expanded color palette, logo guidelines, photography guidelines and an innovative pattern library.
The refreshed brand elevates Actionstep beyond traditional legal software providers. Its flexible framework supports their aggressive growth strategy while ensuring brand consistency across global markets. Most importantly, it gives Actionstep the sophisticated presence needed to continue disrupting the legal tech space.
Actionstep needed to transform their digital presence to match their sophisticated B2B legal practice management software. Noble Studios took a strategic approach centered on reorganizing content to address the needs of different law specialties, roles and geographical markets. The team executed brand expansion and website development concurrently, building fundamental UX components while finalizing brand elements.
The site architecture was completely reconstructed in WordPress, incorporating flexible content blocks for varied messaging needs and implementing sophisticated geo-targeting capabilities. Key features included customized user journeys, dynamic content delivery based on location and role-specific navigation paths.
The new platform provides Actionstep with a scalable foundation to support global expansion through M&A activity. Its modular design enables the rapid integration of new services and markets while maintaining consistent brand presentation. With a restructured information architecture and intuitive user pathways, Actionstep can now effectively communicate their value proposition to diverse B2B audience segments.
The website redesign also included a reimagining of the animated infographic on the homepage to more effectively showcase the capabilities of the Actionstep platform.
Establishing Precedent with a Strong SEO Strategy
Actionstep needed to drive more organic traffic to their website. Noble Studios conducted keyword research via an in-depth keyword discovery to understand what midsize law firms were searching for and uncover the most relevant topical categories for Actionstep’s target audiences. Using that keyword research to shape our Search Engine Optimization (SEO) strategy we adopted a topic clustering model to effectively rank for a targeted list of keywords. This comprehensive SEO overhaul positioned Actionstep to rank higher in search results, drive more organic traffic to the website and ultimately convert new customers thanks to higher quality leads.
The brand expansion and website have allowed Actionstep to better communicate their value proposition across global markets. Noble Studios was able to deliver a brand expansion and a flexible, scalable website that helps Actionstep stand out from their competitors. The website’s improved user experience and tailored messaging, along with our topic cluster SEO strategy, have elevated their brand. Plus, our partnership continues to create new opportunities for both Noble Studios and Actionstep through ongoing enhancements and modifications to the website. One example is a customized infographic we redesigned and animated to better visually show the capabilities of Actionstep’s software.
The Verdict
Noble Studios was able to help evolve the brand and website to now effectively communicate the value and benefits of Actionstep’s legal practice management software. The team created a flexible, globally responsive website that showcases the client’s complex offerings to diverse legal and geographic audiences. Through agile development and strategic UX design, Noble was able to deliver a solution that positions Actionstep as a leader in the industry.
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+18
%
Avg Engagement Time
GA4, (54s vs 46s)
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98
%
Performance score
(versus 72% pre-launch)
-
92
%
Site Health Score
GA4, (versus 73% pre-launch), improvement of 26%
-
+107
%
Request a Demo Form Submissions
GA4, 473 vs 228)
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