MARCH 24, 2005
GLOBAL LAW FIRM AWARD WINNERS ANNOUNCED
Competition Fierce in some area, not in others
(Greenwich, CT) - The Global Law Firm Awards for best use of foreign languages on a U.S. law firm website went to some of the largest firms in the country along with two smaller firms according to Attorney Translations Services, LLC. Jones Day, a firm with 2,200 attorneys in 30 offices worldwide, was recognized for its outstanding use of seven foreign languages on its global website. At the other end of the size spectrum, the winner of the Arabic award went to Fayad & Associates, a small firm in Richmond, Virginia with an impressive three foreign languages on its website.
Plaintiff's law firm Javerbaum Wurgaft Hicks & Zarin of Springfield, NJ the other small firm won the Spanish language award. In general, however, foreign language content is uncommon on international law firm websites. Even among of the AmLaw Global 100, less than 20% of U.S. firms have foreign language content available. This makes Jones Day's seven languages, and Cleary, Gottlieb's ten languages, the clear cut leaders in reaching out to clients in their own language. Wheatleigh Dunham, President of Attorney Translation Services, said "Integrating foreign languages into a website is one strong indicator of a firm's commitment to serving international clients."
U.S. legal services are in strong demand world-wide enjoying a 4:1 surplus; a bright spot in U.S. trade statistics. "Next year's awards are going to be even more competitive as international trade continues to expand further accelerating the demand for U.S. legal services." said Mr. Dunham.
"Global Law Firm Website Award - Top Site" -- Jones Day
Language Category Winners:
Fayad & Associates
Hughes Hubbard & Reed
Morgan Lewis & Bockius
Paul Hastings, Janofsky & Walker
Cleary, Gottlieb, Steen & Hamilton
Fulbright & Jaworski
Akin Gump Strauss Hauer & Feld
Javerbaum Wurgaft Hicks & Zarin
Attorney Translation Services, LLC provides translation and interpretation services to major law firms, governments and corporations using bilingual attorneys and technical experts for all practice specialties including litigation, international trade, mergers & acquisitions, patents and trademarks.
Wheatleigh Dunham, President, Attorney Translations Services, LLC, 203-637-4628,
THE CURRENT STATE OF INTERNATIONAL WEBSITE MARKETING AMONG U.S. LAW FIRMS
The use of foreign language websites for marketing purposes among U.S. law firms is still in its early stages. A small minority have put information on-line in languages other than English, and a very few have optimized their websites for searches by non-English search engines. Among U.S. law firms, four primary models of foreign language websites have emerged:
The first three models reflect more sophisticated and targeted marketing approaches at each progressive stage of development. Only a handful of firms have yet to reach stage three. Law firms are debating the cost justification for building a foreign language website, but ultimately it becomes a "chicken and the egg" situation. Firms may have few local clients in a particular country because they have not started marketing to them in a coordinated fashion. Over time, creation of an effective foreign language website can help solidify a firm's position as a perceived market leader in a particular country which in turn frequently attracts new clients and further builds market share.
- Posting of translated content on an existing English website.
- Construction of foreign language "mini-sites" within the firm's flagship website; often containing its own news and search engines capability limited to those foreign language pages.
- Creation of a separate foreign language website with a country specific domain name registration, for example ".ru," for Russia. This new site maintains close coordination and linkages with the firm's main English site.
- Development of multiple, independent foreign language websites that are entirely unconnected to the main English site.
Some firms and individual branch offices elect the fourth model by developing their own websites with little coordination from their U.S. office. As you might expect, they often look much different than the firm's main site. Interestingly, some of the most sophisticated marketing efforts fall under this fourth model category. These firms have identified niche practice areas and market to them independently in one particular language. Another possible advantage of this approach is that these local practices are able to fly under the radar of competitors that only search in English.
If you think you have a website site worthy of consideration, or even a better site than these award winners, we would like to know about it. The next Global Law Firm Awards are not planned until March 2006, but we are preparing an article on hot foreign language law firm websites for June of 2005, so please send your URLs to
Attorney Translation Services
ORIGINAL ANNOUNCEMENT AND RULES