The firm: Verrill, a New England firm with a storied history spanning more than 150 years. 

The challenge: Despite having a stellar reputation and a robust marketing program, the firm was having difficulty standing out in the highly competitive Northeast market. This was especially true for its newer offices. Verrill needed a bold new brand and a new website, to increase the visibility of the firm and help position it as a leading regional player.

Horizon Interactive Awards

The Verrill website was honored as Best In Category (Legal) by the 18th Annual Horizon Interactive Awards

AVA Digital Awards was honored as a Gold Winner in 2020 by the Association of Marketing and Communication Professionals

Homepage Testimonials

The homepage includes a series of client testimonials that describe how Verrill lives up to its reputation for decency, honesty, judgment, and value. To put a human face on the testimonials, dynamic photos were shot by David Shopper under the creative direction of Great Jakes.

New Logo and Brand Update

A vibrant new graphic identity was designed as part of the website project. This initiative included a new logo design, a new color scheme, a new typeface, and fresh imagery.

Integrated Blogs

To better leverage its strongest marketing content, the firm’s eight blogs were integrated into the website. This means that the blogs and website share the same database and navigation structure, which offers an array of benefits such as

  • Blog posts are automatically promoted on relevant pages of the site (and vice versa)
  • Blog posts are part of site-search results
  • Attorney bios feature the full text of the attorney’s blog posts
  • The website and the blogs can be managed from the same CMS 

Sidebar Widgets

The website is equipped with Great Jakes’s User Engagement Toolbox. This feature-set allows firms to easily create and manage an unlimited number of sidebar widgets to display content like photos, videos, pull-quotes, calls-to-action, and various types of featured content. These widgets can be deployed in the sidebar area of almost every page of the website and can be easily managed using simple drag-and-drop controls.

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, Service, and Industry Microsites

The website features “attorney microsites”—a unique approach to lawyer bios that was pioneered by Great Jakes. 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, see Suzanne Meeker. Our microsite technology was also deployed for the firm’s Services and Industries. For a great example of Services, visit Litigation & Trial, and for a great example of Industries, visit Telecommunications.