Driving digital ROI for a global law firm
Charles Russell Speechlys
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Form completions surged dramatically
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Website ROI attribution climbed significantly
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Form optimisation ROI realised in two months
Charles Russell Speechlys, an international law firm specialising in private capital, worked with Netcel to rebuild its Optimizely platform, modernise its digital experience, improve lead quality, and demonstrate clear return on investment.
Although already using Optimizely, Charles Russell Speechlys’s legacy implementation limited performance and insight. After reassessing their existing agency relationship, they chose Netcel to rebuild and implement Optimizely CMS 12.
Key takeaways
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Future-ready platform enabling performance, personalisation and growth
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Measurable ROI and improved stakeholder confidence in digital
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Marketing teams empowered with insights, agility and content control
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Stronger internal alignment and cultural shift toward digital-first thinking
The challenge
Charles Russell Speechlys’s previous implementation of Optimizely had become a constraint — lacking the flexibility, measurement capability and user experience needed to support its evolving international ambitions. The firm also needed to:
- Improve digital lead quality and attribution
- Manage high-quality content more efficiently
- Demonstrate digital ROI to internal stakeholders
Having previously worked with another Optimizely agency, they engaged Netcel to lead the next phase of its digital evolution.
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Modern, scalable marketing foundations
The client successfully migrated to Optimizely CMS 12, enabling:
- Tree Jack’ useability testing to validate and evidence decisions
- Faster site performance and improved UX
- Streamlined workflows for content creation and publishing
- Integration with wider marketing systems
- Enhanced personalisation features to support future campaigns
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Advanced measurement and tracking
A new analytics framework - combining Optimizely and Google Analytics - was introduced to:
- Provide clear visibility of digital engagement and enquiry attribution
- Track multi-touch journeys and attribue the value of content in revenue generation
- Shift internal perceptions of digital’s value through data-backed insights
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.
Get in touch for an informal chat with one of our digital experts.
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