About a year ago, an Internet pundit wrote that web sites ought to have a "duh" button: its purpose would be to provide all the generic info about the company that many visitors would be interested in but most companies would never think to put there (customer service numbers, inquiry phone numbers, postal address, fax number, etc.). After spending some time at Dechert Price & Rhoads's site, we nominate another element that ought to be required: a "What Matters" button. In an increasingly crowded marketplace, the role of a marketing director is both to differentiate your services AND find a way of telling your story so that it gets heard. (Even if you manage to differentiate yourself, you may never get the chance to show it if you can't tell your story in an intriguing way.) Hats off go to the brains behind Dechert Price & Rhoads's site: their "What Matters" section is by far the most unique, effective, and impressive method we've yet seen for presenting the firm in a new way. (Of course, if everybody had a "what matters" button, it wouldn't be unique... but that's a problem we'd like to see.) To try and describe it would be an injustice: suffice it to say that it works, and we know more about this firm after five minutes than we know about most other firms (and trust us, we've looked at a bunch). That's saying something. We would have liked to be able to read the articles listed under "Bylined articles" under what's new... but that just leaves room for improvement. The attorney directory is also top-notch; the directory can be searched by law school, first or last name, practice area, and even what city the lawyer practices in.