Identifying and driving demonstrable digital ROI for a global law firm
Charles Russell Speechlys
Charles Russell Speechlys, an international law firm specialising in private capital, sought to enhance its digital presence to improve client engagement.
Recognising the need for a more flexible and scalable website for digital growth, Charles Russell Speechlys (CRS) selected Netcel as their partner to improve lead quality and demonstrate return on investment to the business.
Partnering for long term marketing transformation
Netcel worked closely with the marketing team at CRS to identify six key workstreams:
- Understanding the audience: Identifying the user behaviours that drive profitable client relationships and using these insights to shape targeted digital experiences.
- Improving customer journey tracking: Setting up smart analytics to refine content, support decision making and measure return on investment more effectively.
- Boosting lead quality: Refining digital processes to attract higher-quality enquiries, more closely matched with the firm’s expertise
- Upgrading technology for better performance: Speed upload times and increase conversions through a smoother experience across all touchpoints.
- Enhance marketing impact: Make the most of Optimizely’s advanced features to strengthen digital marketing, increase brand visibility and improve performance
- Simplifying content creation: Streamlining workflows to focus on high-quality content development, establish industry expertise and better engage the audience.
From the start, Netcel went above and beyond to understand us and our client base; they fundamentally understood our goals and what we needed from the partnership”
The transformation journey
We implemented a multi-phase strategy to address these challenges. We started by rebuilding the website and migrating it to Optimizely CMS 12, solving performance issues and unlocking advanced features like personalised content and CRM integration. The new platform laid the foundation for a comprehensive measurement framework incorporating Optimizely and Google Analytics, which gave deeper insights into user behaviour. Additionally, we helped foster a content-first culture, empowering practitioners to produce more high-quality thought leadership that resonated with their audience.
Delivering meaningful impact
The transformation has made a significant positive impact on the digital presence and business outcomes of CRS. The migration to Optimizely CMS 12 improved site performance, resulting in faster load times and a more seamless user experience, boosting engagement.
By focusing on high-quality thought leadership content, the firm attracted more qualified leads, improving conversion rates and streamlining their intake process. The new measurement framework provided clearer insights into digital ROI, allowing CRS to track key performance metrics and optimise their content strategy.
Thank you to the Netcel team for delivering a successful website. The team’s clarity of communication, calmness, responsiveness, and shifting of priorities and demands played a huge part in making this project a pleasure to work on and deliver.
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Through a series of strategic engagements, we developed an iterative and cost-effective plan that would help the charity create a responsive site to support the increase in mobile visits, and rebuilt the code to facilitate it.
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Transforming Metro Bank's digital customer experience
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We built the revamped website on the latest version of Optimizely (formerly Episerver), using our recognised Optimizely expertise in delivering complex integrated websites.