Delivering continuous digital improvements for a global law firm
A web experimentation and improvement programme for Taylor Wessing, designed to continually evolve its international digital presence and respond to its changing business needs
Modernising a digital experience to connect clients to legal expertise across global markets
Taylor Wessing is a global law firm operating across 17 locations, supporting clients in 40 languages. During a period of rapid growth, the firm recognised the need to modernise and scale its digital presence to stay ahead of evolving client expectations and business priorities.
In 2023, Taylor Wessing came to UNRVLD with an existing website that it wanted to optimise. The changes would support the firm's growth strategy: to further elevate its brand awareness and credentials, and reinforce its position as a premium, trusted law firm specialising in complex, cross-border work. With a strong presence in Germany and the UK, the law firm also needed to expand on its digital footprint across major European markets and the United States.
Given its strong client base in industries including the tech sector, a low-friction, user-friendly digital experience was non-negotiable. The digital platform needed to reflect its proven expertise while offering a seamless and insightful experience for visitors.
So Taylor Wessing partnered with UNRVLD on a long-term programme of digital optimisation through continuous improvement (CI). One work-stream of this programme is web experimentation, to deliver a data-driven backlog for the CI programme. This ensures all site changes are aligned with the firm’s commercial and client experience goals, and new features and refinements are always guided by data and user insights.
increase in click-through rates to 'Find a Lawyer'
increase in click-through rates to service pages
Continuous Improvement Approach
To deliver on these ambitions, UNRVLD implemented a structured, KPI-led engagement model for continuous improvement of the law firm’s website, designed to drive measurable results. Every decision by UNRVLD is anchored in actions that could demonstrate real outcomes, ensuring that Taylor Wessing’s digital platform evolves in step with its strategic goals.
Taylor Wessing’s website was built on Sitecore, with Optimizely Web Experimentation (OWE) chosen as the experimentation platform for a data-driven approach to test and learn at scale. As partners of both Optimizely and Sitecore, UNRVLD has maximised the law firm’s use of both platforms.
We started by conducting a strategic and UX review of the site, followed by close collaboration with Taylor Wessing’s leadership to establish a roadmap for delivering features and functionality that would enhance the site, revisited every three to six months. These could be tested through experimentation.
With a clear understanding of the firm’s diverse audience, UNRVLD streamlined the site’s information architecture to improve UX and user journeys. Parallel agile workstreams have focused on design optimisation, conversation rate optimisation (CRO) and search engine optimisation (SEO), with targeted enhancements across multilingual markets recognising the global audience.
Several new features and designs have been subjects for experiments, starting with those that would have the greatest business impact. For example, on Taylor Wessing’s homepage, the hero area has been reimagined to better communicate the firm’s value proposition and drive user engagement. Key services have been moved higher up the page, introductory text has been streamlined, and the “Find a Lawyer” call to action made more prominent.
Lawyer profile pages have also been redesigned to improve discoverability, while a scalable events system has developed to support the promotion of both standalone and series-based events.
Initial Experimentation Outcomes
To ensure momentum, a continuous improvement roadmap is now in place, supported by monthly experimentation cycles using OWE. The ongoing programme of web experimentation and accompanying continuous improvement has delivered sustained results across the digital platform.
For example, experiments conducted have resulted in Taylor Wessing achieving a 213% increase in click-throughs to Find a Lawyer and an 18.6% increase in click-throughs to services.
These gains directly support Taylor Wessing’s strategic KPIs, delivering:
- A 5% uplift in target clients landing on lawyer profiles with Corporate,
- Contentious, Regulatory and IP expertise;
- A 3% uplift in conversions on those profiles;
- A 10% increase in the number in sessions across related expertise pages.
Together, UNRVLD and Taylor Wessing continue to optimise its digital experience through the ongoing web experimentation and CI programme.
Jasmin Bailey
Senior Marketing Manager Taylor Wessing
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