1First, tell us about yourself, your company, job profile, etc.
As co-founder of Custom Legal Marketing's parent company, Adviatech, I have helped turn the company into an agency that is now entirely dedicated to law firms. While I'm focused on business development and our multi-state expansion, I also directly oversee the performance of our law firms that are in highly competitive areas of law.
2Tell us a bit about your business and what you do.
Custom Legal Marketing builds focus group driven websites, helps law firms compete in organic search results, runs highly effective pay-per-click campaigns, performs regular conversion optimization experiments, which ultimately delivers new leads and cases to our clients.
3Congratulations! As the winner of the 2018 Muse Creative Awards, what does winning this award mean to you and your team?
It really means a lot to have our hard work recognized. This particular website for San Francisco Employment Attorneys, McCormack & Erlich (https://mcelawfirm.com/) has many interactive elements like presentations and information cards, as well as practice, are pages that are designed to stand alone with the same complexity and informative value as the homepage (such as https://mcelawfirm.com/your-rights/sexual-harassment/). We were fortunate to have a client that gave us the creative license to focus on the details and step outside of some “lawyer website” norms. We also used a focus group to help us with the overall user experience of the site.
4Where do you see the evolution of creative industry going over the next 5-10 years?
I think there will be a stronger push towards designing around familiarity vs creating completely unique experiences. This is apparent with your phone's operating system and many of the apps you use on a regular basis. You can pick up any device and pretty much know how to use it. The same philosophy will apply to other platform and the challenge for creative agencies is going to be how to design something that is both unique and creative but also familiar to the user.
5What are your top three (3) favorite things about our industry?
The opportunity, creative ingenuity and expansive showcase platform (desktop, responsive sites, and custom-built apps).
6Who has inspired you in your life and why?
The eSchoolView team. We hire people who are excited about what we do and the opportunities we offer our clients. We celebrate success every day. We work hard but also know when to stop and play.
7If you could give one piece of advice to someone considering a career in creative industry, what would it be?
Focus on developing multiple skillsets. You will have to communicate with programmers and engineers throughout your career. The more you know about that process that comes after the design, the more successful you will be.
8What resources would you recommend to someone who wants to improve their skills in the advertising industry?
I would encourage them to get involved in local critique groups and associations. Keeping an active dialog with your peers, competitors, and industry leaders will introduce you to new ideas and styles.
9Tell us something you have never told anyone else.
The first website I ever built for a client was made with AOLpress… and it used frames!
10Finally, what is your key to success?
I give myself license to fail with unconditional forgiveness. It's only when you give yourself the permission to fail that you can escape the fear of trying new things.