Hinshaw & Culbertson (Hinshaw) is a leading national law firm representing business enterprises, governmental entities, and individuals across a diverse range of practices. To better align its digital presence with its sophisticated market identity and evolving business needs, the firm needed a digital transformation that blended a fresh, contemporary design with ease of use, enabling users to find the information they needed.

By combining an intuitive infrastructure with an advanced search functionality, the platform has eliminated historical navigation roadblocks. Visitors can now move seamlessly between attorney bios, geographic offices, and robust industry insights. The upgraded site allows Hinshaw to host significantly more content without overwhelming viewers, wrapping an incredibly user-friendly CMS in a polished, motion-driven frontend. The result is a powerful digital presence that perfectly mirrors Hinshaw’s prestige and forward-thinking approach.

The underlying technology had become an obstacle to user engagement and discoverability in an AI-first search landscape. The legacy site structure was difficult for both users and Large Language Models (LLMs) to navigate, creating friction for clients, prospects, and recruits who struggled to surface specific insights, attorneys, or practice expertise.

Hinshaw required a strategic tech upgrade to address these complex navigation and architecture challenges. By shifting toward an AI-optimized framework, the site now delivers deep content that is readily accessible—not only to human visitors but to the generative engines they rely on for discovery. Through the redesign, we have established the necessary "AI visibility" table stakes: clean, semantic data structures, authoritative content, and an intuitive information architecture that ensures the firm’s expertise remains front-and-center when referenced by conversational search platforms.

To combat the navigation challenges of the past, the site uses the RubyLaw Content Recommendation Engine. This feature dynamically pairs related articles, practices, and attorney profiles and guides the user guiding users to relevant information.

RubyLaw partnered with Hinshaw to design and engineer a robust, content-rich platform that pairs sophisticated backend functionality with fluid, interactive frontend elements. The strategy focused on capturing viewer attention immediately while leveraging smart data relationships to streamline information discovery and ensure high-level AI visibility. By structuring the site’s underlying data to be inherently machine-readable and semantically organized, we have effectively future-proofed Hinshaw’s digital footprint, ensuring that its deep expertise is prioritized and easily synthesized by generative search engines.

To establish an instantly modern, eye-catching tone, the new site leans heavily on sophisticated animation. The homepage features a signature design centered on the firm's iconic "H," with a base image smoothly sliding into the letterform, and the pairing of imagery dynamically shifts upon reload to keep the experience fresh.

Motion is carried through the entire site architecture purposefully. Headlines elegantly animate in from the left as pages load, guiding the viewer’s eye. Lower on the homepage, an animated carousel of attorney bio photos provides an engaging touchpoint, while the underlying code ensures these elements are structured to enhance AI visibility. On individual attorney bio pages, a sleek side navigation panel keeps deep content highly organized and effortlessly browsable. This design choice reinforces the firm's topical authority and makes its specialized insights more accessible to both human users and AI agents.

To elegantly showcase the firm's national footprint, RubyLaw deployed a Custom Map integration on the Our Firm page. Built using the RubyLaw Super Template a flexible, modular template, this interactive feature allows users to seamlessly explore Hinshaw’s office locations and regional expertise.

The launch of the new Hinshaw site represents a total digital modernization. The new site is robust, eye-catching, and remarkably easy to navigate, completely changing how clients interact with the firm online.