Roberts & Holland LLP

A Modern Digital Platform for a Market-Defining Tax Firm

Overview

Roberts & Holland LLP is the largest U.S. law firm dedicated primarily to tax. For more than six decades, the firm has advised clients on the most complex tax matters with a level of rigor, discretion, and precision that defines the top tier of the profession.

ICVM Hawk has served as the firm’s digital partner since 1999, when we launched Roberts & Holland’s first website. The most recent engagement—its third-generation site—was an opportunity to recalibrate the firm’s digital presence for a new era while preserving the culture, tone, and authority that underpin its reputation.

The Strategic Challenge

Tax law is often perceived as conservative, dry, and highly technical. For Roberts & Holland, the issue was not differentiation by flash or volume, but by clarity and confidence.

The firm needed a website that accurately conveyed its sophistication and market leadership—without exaggeration—while better articulating value to modern clients, referral sources, and a new generation of attorneys. The existing site no longer reflected how the firm operates, how it thinks, or how it should be perceived in a competitive legal marketplace.

Our Approach

Although not a full rebrand, the project required a disciplined positioning exercise. We focused on sharpening how the firm communicates why its approach matters—not just what it does.

From that foundation, we designed and built a site that:

• Positions the firm with a contemporary, 2025-ready digital posture
• Balances professional restraint with a more direct articulation of value
• Communicates sophistication, clarity, and authority without resorting to marketing excess

The result is a website that feels deliberate, precise, and quietly confident—mirroring the firm’s culture and reinforcing its standing as a premier tax boutique.

SEO Foundation

Like many elite, referral-driven firms, Roberts & Holland had not historically emphasized SEO. Our role was to align digital visibility with the firm’s real-world stature.

Post-launch, ICVM Hawk implemented foundational SEO improvements: optimizing core pages, ensuring consistency across directories and listings, and structuring content to support search visibility. These efforts were not designed as a growth campaign, but as infrastructure—ensuring that clients, peers, and recruits can readily find the firm, its attorneys, and its substantial body of thought leadership.

Results

The new Roberts & Holland website reflects a firm that is both enduring and elite. It delivers:

• A refined, pixel-perfect design appropriate for a conservative practice, yet unmistakably modern
• Clearer articulation of the firm’s value without compromising its professional modesty
• A durable SEO foundation that supports discoverability and credibility

The project reintroduces Roberts & Holland to the market with a sharper, more authoritative digital presence—one that honors its history while clearly communicating its relevance, rigor, and value for the future.