Dorsey &
Whitney
An international law firm with 700+ attorneys spread across 22 offices.
Dorsey is an Am Law 100 firm with an international footprint. The firm needed a new website that reflected its position in the legal market and its ability to handle large, complex matters around the world. Just as important, Dorsey wanted the site to capture its dynamic, positive culture and create a more personal connection with its audience.
A highly flexible CMS was also essential, giving Dorsey’s marketing team the ability to easily adapt pages as messaging and content evolved, keeping the website fresh, relevant, and engaging over time.
To reflect the firm’s dynamism, Great Jakes designed an engaging Homepage animation that highlights the firm’s work in six key industries.
Before & After
Person & Capability Microsites
The website features “person and capability microsites”—a unique approach to law firm service areas and bios that was pioneered by Great Jakes. Microsites are essentially small customizable websites for each person (or practice or industry) that fit seamlessly within the firm’s larger website. Microsites maximize engagement by allowing visitors to read the full text of an attorney’s reputation-enhancing content (e.g., articles, news, blog posts, and case studies) from within the service area page or the bio, instead of redirecting them to other sections of the site.
Foreign Language Website
To better serve Dorsey’s growing international audiences, Great Jakes designed and developed an expansive Chinese-language website for the firm. The site shares the same look and navigation as the English-language site, creating a consistent brand experience. Both websites are also powered by the same CMS, allowing Dorsey’s marketing team to easily manage them through a single login.
Q&A Module
To help communicate the firm’s warm and inclusive culture, the website features a module for attorney Q&As in the Careers, About Us, and Pro Bono sections. This feature allows employees to tell authentic stories about how the firm’s positive culture has enriched their lives, both personally and professionally.
Integrated Blog/Podcast Module
To better leverage its strongest marketing content, the firm integrated the firm’s eight blogs into the website. This integration means that the blog and website share the same database and navigation structure, which offers an array of benefits. For instance, blog posts are automatically promoted on relevant pages of the site (and vice versa). Additionally, blog posts are included in site-search results and are fully displayed on attorney bio pages.
Push and Pull Data Integrations
To simplify content management, Great Jakes implemented five data feeds that move information between the website and other systems. Most notable is the pull integration with DorseyNet, the firm’s intranet. This integration pulls attorney bio and office location information directly into the website, reducing duplicate data entry, saving time, and helping keep information consistent across both systems.
