Pillsbury is a global law firm with a reputation for working collaboratively with clients to deliver exceptional performance across several key sectors.

With these pillars as our guiding principles, we embarked on a collaborative journey with the firm, and our design partner, to refresh the firm’s website. The overarching strategy for this initiative focused on centralization. With 700+ lawyers, and an international presence, managing the marketing function of a forward-thinking organization had become challenging. The new site needed to represent the brand and enable the firm’s legal marketers to promote Pillsbury and publish relevant content from the same location.

The creative team used design to streamline and unify Pillsbury’s brand assets and express them cohesively within the digital environment. Powering the site is RubyLaw, a legal technology platform that allows marketers to access and manage their content from a single entry point. The new Pillsbury features a media-rich, media-first approach, as is evidenced by the custom cinemagraphs on the homepage, revised attorney bios, and practice descriptions.

The site features key hero images placed above the fold to deliver a more compelling, cross-device browsing experience. Rich content areas contain “snackable content,” key messaging points in the form of quotes, call-outs, and digestible text morsels, all specifically tailored to provide a streamlined content experience to site visitors with limited time and short attention spans. This intelligent content brings the site into the modern social media age, enabling visitors to share these key talking points of legal knowledge quickly and easily across social networks with a single click. Other calls-to-action, too, provide a more interactive, engaging relationship with site visitors.

The theme of centralization also extends more deeply into the back end. With RubyLaw at the core, Pillsbury’s marketing automation resources and business development tools seamlessly integrate via the RubyLaw API Connector. 

The website provides a fully responsive, mobile-optimized, and accessible viewing experience, and it also delivers results. For instance, in the first three months following launch, nearly 20-percent more users visited the site, with session and page view metrics increasing over past performance.