Benesch is an AmLaw 200 business law firm with established roots in the Midwest and an impressive, expanding national presence.

As the firm has continued to grow, it’s become imperative to modernize the Benesch brand and align its digital properties to reflect its ambition without abandoning its origins. Benesch looked to a third-party creative team to articulate its client-centric focus and translate that story into a sleek, refreshed visual system. For the technology to deliver the new digital experience and the expertise to migrate the existing content over to a new platform securely, Benesch turned to RubyLaw, a cutting-edge legal marketing technology platform.

Bringing out the importance of Benesch’s client focus was critical to this initiative to demonstrate the firm’s approachability—one of its key differentiators. Both are displayed prominently on the new website’s homepage, with client testimonials communicating the former and Rollerscript (i.e., handwritten) font used selectively to illustrate the latter. To go one step further, the firm used impact statements—brief, bold credential summaries—to convey the capabilities of its people quickly and effectively on their biography pages.

Regarding features and functionality, the RubyLaw-powered presence includes the robust Smart Search, Level 2. It is also ADA compliant, both examples of using technology to accelerate and expand engagement by site visitors. Additionally, the backend integrates with Vuture to facilitate deeper content engagement while flowing in new and existing job postings on the Careers section from viRecruit.

One of the unique aspects of this project is the level of trust on all sides. For example, the leadership team on the Benesch side trusted LMA Hall of Fame legal marketer and CMO Jeanne Hammerstrom. In turn, Jeanne and her talented team trusted in the design process and our best-practice-laden recommendations, which ultimately led to the desired outcome for the firm. 

Benesch opted to further invest in RubyLaw technology, adding RubyLaw Experience and RubyLaw Proposals, additional modules to facilitate experience management and proposal automation. This step gives the firm complete end-to-end Matters management while ensuring a single source of truth from which to pull dynamic, compelling content on the website and in pitch materials.