The employment equation is changing, and Fisher Phillips, one of the world’s leading labor, employment, civil rights, employee benefits, and immigration law firms, is ready. Despite its modern approach to serving clients, the 400-attorney firm sensed the market was further evolving and sought to define a new, highly innovative approach, starting with its marketing technology ecosystem.

Before considering re-platforming, the firm formed a committee to review, examine, and make forward-looking recommendations on how it could be more thoughtful, creative, and tech-driven when serving clients. As part of this process, RubyLaw interviewed key stakeholders and helped map the future of marketing technology in a way that would support the firm’s business objectives while optimizing resources and in-house capabilities. The firm reached a consensus, and RubyLaw and design partner Right Hat engaged to refresh Fisher Phillips’ website—including its back-end proposal and experience management systems.

Our teams collaborated to highlight the firm’s key differentiators, presenting an even sleeker yet approachable design aesthetic and digital environment. The new site features a magazine-style layout to showcase the firm’s thought leadership. At the same time, AI provides a personalized and resonant experience to drive visitor engagement.

Two specific examples include the “We Also Recommend” and “Find Other Professionals” features. With “We Also Recommend,” visitors are presented with real-time content recommendations that direct readers to articles, events, podcasts, and other information based on preferences and behaviors expressed during the current browsing session. 

The “Find Other Professionals” feature lets visitors view additional subject matter experts, practice leads, and rainmakers during browsing sessions, creating a “stickier” user experience. The concept is that there are no “dead ends” regarding the presented content. 

The suggested content is based on predetermined metrics (e.g., Service area, based on seniority, and Geographic area, specifically office location), which increases engagement and significantly improves the likelihood of a visitor landing on relevant content. These functions are complemented by RubyLaw Smart Search Level 2, which accelerates the surfacing of precise search results and dynamic cross-selling to enhance business development outcomes.

Going a step further, the RubyLaw Experience and RubyLaw Proposals modules are also included, allowing the Fisher Phillips team to manage all content from a single source of truth. This flows experience and other content seamlessly into native Microsoft Word documents, making proposal generation much easier.

“The website was built on the concept of thought leadership with the goal of providing employers with access to a variety of resources that are critical to the success of their business,” says Fisher Phillips’ Chief Business Development and Marketing Officer, Jeannie Muzinic. “Ultimately, the refreshed website plays a big role in making Fisher Phillips the one-stop-shop for employers seeking labor and employment solutions for the workplace of today and tomorrow.”

The powerful combination of innovative RubyLaw technology and Fisher Phillips' unwavering focus on client service positions them as a truly modern, cutting-edge law firm.