Top Design’s site opens with a brief Flash introduction explaining the firm’s philosophy. Personal touches like quotes and detailed bios with photos of the staff contribute to the site’s compassionate and humane tone, an appropriate voice for a firm with an extensive nonprofit and pro bono portfolio.

Top Design’s eTopic e-newsletter highlights industry trends, but principal Peleg Top also uses the forum to discuss projects and issues important to him, resulting in intimate and compelling content. “We work with a writer, and every issue we send out gets an amazing response,” Top says. The newsletters generate referrals and new business.

Long Island-based design studio MSLK focuses on showing detailed work from a variety of clients and provides clearly written briefs behind the work. “When clients look at our site they should see work for companies just like them— from corporate to silly,” says co-founder and principal Sheri L. Koetting. “We don’t impose a singular style on our clients— we help them achieve their individual goals.”

By clicking on a set of arrows, visitors to Panarama Design’s website can choose to view work arranged alphabetically by client, project type, or industry. An alternate entry point to the portfolio is provided at the arrow titled “You’ll Love the View.” The comprehensive selection of work samples and a links page has made the site a high-traffic destination, according to Panarama principal Lauri Baram. “Our site is linked to seven other sites,” she says.