Pryor
Cashman
A New York City-based firm that proudly embraces the label “Midsize.”
Pryor Cashman has a size, structure, and culture that are tailored to the specific needs of its client base: dynamic, fast-growing, trend-setting companies. The firm has dubbed its unique approach The Midsize Advantage, and it needed a striking website that would embody this approach and distinguish the firm from look-alike competitors.
The website was built with animated page transitions, which make the website feel both cutting-edge and graceful. This feature is available only to websites built on the newest front-end technology (see below, "Built with React").
Industry Focus
Part of Pryor Cashman's value proposition is its expertise and history across multiple industries. To drive home the firm's advanced industry understanding, 12 key industries are highlighted on the website. Behind each of the vibrant pop graphics is a deep dive that includes videos, publications, news and events.
Built with React
The Pryor Cashman website was built using React, a cutting-edge website technology that is fast becoming the standard for dynamic websites. React allows for lightening-fast page load, elegant page transitions, and improved security (among other things).
Service, Industry and Attorney Microsites
The website features “service area and attorney microsites”—a unique bio and service area approach that was pioneered by Great Jakes. Microsites are essentially small customizable websites 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, blog posts, and case studies) from within the service area page or the bio, instead of redirecting them to other sections of the site. For great examples of how the firm is using the microsite functionality, see Jeffrey Albert's bio and the Financial Services page.
Automatic Content Teasing
The website is built with "dynamic content teasing," an award-winning feature that helps keep visitors engaged by suggesting relevant content. Teasers can be manually curated or set to "automatic mode," which uses a proprietary algorithm to suggest related content. Content teasers appear within the sidebars as well as in the "Highlights" section located in the footer of every page.
Attorney Portrait Photos
To achieve a more modern look and feel, new portrait photos were shot for all attorneys. The large, engaging photos are designed to create an emotional connection with website visitors. The portrait photos were shot by Michael Meyer with creative direction by Great Jakes.
Marquee Photo Shoot
In order to make an emotional connection with potential clients, the website features engaging photos of attorneys “in action.” Photos were shot by nationally acclaimed photographer Peter Olson and art-directed by Great Jakes.
