Troutman Sanders, a nationally-renowned law firm with more than 650 attorneys, takes an emphatic focus on delivering the highest quality client care. The firm embarked on a comprehensive refresh to align this focus with its communications, branding, and digital presence.

The firm selected the Zeughauser Group and Right Hat to collaborate on developing key messaging around its client-centric focus, to redesign its identity, and to bring its brand promise to life through multimedia—particularly video, featuring lawyers and staff from across the firm’s 12 offices. To power the new website and marketing technology stack, the firm selected RubyLaw, one of the industry’s leading CMS and collaboration platforms.

To ensure that we achieved Troutman’s goals for this project, we evaluated technological decisions by asking the question: “Does this make it easier for the firm’s clients to find what they need?” If answered, “Yes,” we endeavored to include the feature or functionality. If not, we weighed options together and discussed other courses of action. This included the robust RubyLaw API, making all content accessible for integration with internal systems and giving the firm greater control over data, as well as the potential to generate richer insights.

The result? The launch of the new, modernized Troutman.com with dynamic video content and abundant thought leadership that provide more opportunities for current and prospective clients to engage with the firm. With RubyLaw Smart Search, visitors can quickly and easily surface the most relevant information, while a more streamlined navigational structure facilitates a more accurate and efficient visitor experience. Meanwhile, a floating side navigation tool makes bio searching easier, and custom PDF generation provides attorneys and supporting staff with dynamically-generated documents. Finally, aspects of the design motif are carried through to the site structure, providing subtle visual cues that link the digital environment back to the creative strategy.