September 22, 2009, is the beginning of fall. This new season also ushers in the relaunch of Haynsworth Sinkler Boyd’s Web site, www.hsblawfirm. com.

“Our new site underscores the dynamics of how leaders and lawyers are transforming the business landscape for our regional, national, and international clients.

Haynsworth Sinkler Boyd and its predecessor firms have been a substantial part of the regional landscape for more than a century. Over time, the landscape has changed quite a bit. Our lawyers have played a leading role in this transformation,” Anne S. Ellefson, managing director of Haynsworth Sinkler Boyd, said.

“The redesign of our Web site has been a top priority for our law firm. For months we conducted client interviews and held focus groups to find those essential ingredients that make our firm unique,” said the firm’s leader who is based in its Greenville office.

“We want to reveal what it means to be a lawyer at Haynsworth Sinkler Boyd. We believe that investing in good work, good people, good deeds, and putting the client’s interest first is what a lawyer should do, above all else,” added Ellefson.

The project was undertaken by the awardwinning, full–service brand strategy and design firm of Greenfield/Belser, Ltd., in Washington, DC. A native South Carolinian, the agency’s president and creative leader, Burkey Belser, said, “We wanted to rebuild Haynsworth Sinkler Boyd’s Web site so it created a proactive experience that retrieved information quickly and effectively with better search functionality. No more than two clicks of navigation should be needed. Clear communication with easy functionality is the key to a successful visit. Now, news and events, legal outcomes, and other developments can be added almost instantaneously in–house. This was a total overhaul.”

On the home page, site visitors can access a short sequence of vignettes, each less than 60 seconds, of Haynsworth Sinkler Boyd team leaders talking about the transformation in the real estate, construction, financial services, healthcare, and government, utilities and nonprofits sectors. The lawyers describe their respective industry with unscripted comments on how they and their team help clients transform their business or organization. These lawyers include Margaret R. (Meg) Scoopmire, special counsel, in the Greenville office and leader of the real estate team; Thomas C. (Tom) Hildebrand Jr., shareholder in the Charleston office and leader of the construction team; Tara E. Nauful, shareholder, who heads the financial services team, based in the Columbia office; Matthew P. (Matt) Utecht, shareholder, who heads the healthcare team based in the Greenville office; and Boyd B. (Nick) Nicholson Jr., shareholder in the Greenville office and leader of the firm’s government, utilities, and nonprofit organizations team.

“Our Web site tells a story of nearly 300 employees with more than 135 lawyers in five office locations. Today’s clients turn to the Internet for attorney profiles, representative clients, and case studies, and capabilities. As we continue to recruit outstanding law school graduates, this site is their first platform to learn more about our firm. And they want information fast,” Ellefson said.

“We are counting on the site opening new doors for us with its global reach,” predicted Ellefson.