Whitfield IP

Overview

Whitfield IP is a patent-focused intellectual property firm serving Austin's vibrant tech ecosystem. The firm combines technical expertise (most partners hold engineering or science PhDs) with strategic IP counseling for companies from garage startups to Fortune 500 tech giants.

The Challenge

The firm faced a positioning challenge: they wanted to attract the growing Austin startup market but couldn't appear too scrappy for their enterprise clients like Dell and Oracle. The existing website skewed corporate, missing the startup market entirely. Competitors were capturing VC-backed startups with more modern, approachable branding.

Our Approach

We developed a dual-track approach. The website speaks differently to startups (highlighting speed, cost-effectiveness, founder-friendly approaches) and enterprises (emphasizing portfolio management, litigation capabilities, global prosecution). Technical content demonstrates the attorneys' engineering backgrounds. A startup resource center offers free guides while enterprise capabilities are showcased through case studies.

The Results

The startup client base tripled as Austin companies found a firm that spoke their language. Enterprise relationships remained strong - if anything, the modern website improved credibility. Patent filings increased 87% across both segments. Annual retainer value increased by $1.2M through new enterprise relationships attracted by the updated presence.

Key Takeaways

• 1Dual-track messaging can serve different audiences without alienating either
• 2Technical content establishes credibility with sophisticated IP clients
• 3Startup-friendly positioning requires specific language and approach
• 4Enterprise clients value modern websites as indicators of firm capability