Navigating the world of the internet and being able to grow the brand of a law firm is a Black Fin specialty. While one of the goals is to create a website that looks nice, substance will always more important to than style. Black Fin's philosophy is that the return-on-investment (ROI) is the most important litmus test for a law firm's website. That's why conversion to sales is the most important aspect in the design process. With regard to the writing for a website, Black Fin avoids the approach of using as many keywords to garner the attention of a potential audience. The belief in this case is that selling the firm is the key to any conversion. One indication of just how effective Black Fin can be for clients is seen when someone googles the term, "Law Firt SEO Expert." At the top is the company's founder, Gerrid Smith.