By the time you finish loading Carlton Fields's web site, you've been welcomed twice - once in the page title and once in the narrative on the home page. We think this cliche is overused: people will be more impressed by content tailored to their needs than they will be by the words "Welcome to our web site." Once here, you'll notice the "Florida" theme: it pervades both the graphical presentation as well as the text that accompanies many pages. We like this approach: if you have a story to tell, this is a great medium to use to tell it. Carlton Fields does it well - the tropical images lend a relaxed feel to the site, and the narrative is decidedly casual. Without beating you over the head, they've already given you an idea about the firm culture: and that can play as much a part in the "buying" decision as a newsletter or attorney bio that might be on the site. Speaking of newsletters, you won't find any here, which is an oversight. All in all, this is a cleverly designed site, which reflects well on the West Firm Site package (which this site is).