Patterson Belknap


The firm: Patterson Belknap is among the world’s elite law firms. The firm was founded in 1919 and employs 200 attorneys, all of whom are located in New York City.

The challenge: Unlike other top law firms, Patterson Belknap resisted the merger mania of recent years. As a result, the firm now finds itself competing with law firms many times its size. It needed a website that would position the firm as an elite powerhouse, on par with the international behemoths with which it competes.

​AVA Digital Awards

The Patterson Belknap website was honored as a Gold Winner in 2016 by the Association of Marketing and Communication Professionals

Photo-Driven Layout

All of the firm’s attorneys are located in a single office, which encourages a highly collaborative and collegial culture that is rare among elite firms. The website reflects the firm’s unique culture by using large photos of the firm’s attorneys “in action” and smiling.



Wider Format = Maximum Impact

The website achieves maximum visual impact by automatically expanding to fill the screen of extra-wide monitors (up to 1920 pixels wide). This is unlike most websites, which use a lowest-common-denominator approach (1024 or 1200 pixels wide). Given that most of today’s high-end laptops support a width of 1920 pixels, a wider format is becoming a must-have for tech-savvy firms.


Attorney and Practice Area Microsites

The website features Attorney Microsites—a unique approach to lawyer bios that Great Jakes pioneered. Attorney microsites are, essentially, small websites for each attorney that fit within the firm’s larger website. Attorney microsites can be customized to the specific business development needs of each attorney and contain any number of pages or type of content. For a great example of how the firm is using the attorney microsite functionality, take a look at Saul B. Shapiro and Craig A. Newman. Our microsite technology was also deployed for Practices and Industries. For great examples, visit the Life Sciences/Health Care industry group and the Litigation practice area.


Industry Focus

Studies show that industry expertise is one of the key ways that clients evaluate law firms. Much of Patterson Belknap’s caseload can be attributed to nine industries, all of which are profiled in a top-level section on the firm’s website.


Related Content

As a means of maximizing user engagement and trackability, the Patterson Belknap website was built with no dead ends. It uses our Related Content widget, which automatically suggests additional content that is likely to interest the reader (and keep them surfing). The “Related Content” widget also allows website administrators to manually select specific articles to suggest to visitors.

Responsive Design

The website utilizes “responsive design,” the new standard for mobile websites. With responsive design, the layout of each page of the website automatically adapts to fit any screen size. This translates to a smooth user-experience, whether someone's using a smartphone, tablet—or even a large desktop monitor.


Marquee Photo Shoot

The website makes an emotional connection with potential clients through the use of large, engaging photos of the firm’s attorneys “in action.” Marquee photos, which are used on the top-level pages, were taken during a five-day photo shoot that was planned and art-directed by Great Jakes.