Our visionary thinking

Architected on a high-performing Azure PaaS solution design, Rufus Leonard consolidated and re-platformed the two global sites into a central Sitecore platform. Facilitating the transition of the highly engaging Out-Law content to sit under the Pinsent Masons brand was geared toward accelerating new customer acquisition and building loyalty with Pinsent Mason’s clients.

Content was king for the new site, with over 30,000 articles to navigate in multiple languages. So the new site features complex dynamic UI delivered to double accessibility requirements and content management across the huge multilingual content estate, extensive taxonomy and Azure search integration. 

Personalisation was key to deepen customer engagement and improve conversion rates, so integrations with Azure B2C and CRM for registration drove personalisation of content at an individual level.

Our detailed doing

Together we delivered a fully customisable website that reflects Pinsent Masons position as a leader in innovation. Not only does it help companies deal with legal issues now, but it also helps spot future hazards using clear, accessible language instead of a legal jargon.

The site content is aimed at decision-makers in need of legal guidance – for example General Counsels or their delegates. The key aim is to enable them to easily find and consume content relevant to their challenge while highlighting Pinsent Masons’ expertise in these areas and promoting contact.

Through the creation of a legal-oriented taxonomy in Sitecore, we were able to deliver and drive personalised and preference-based content, as well as intelligent-related content through integration with Azure Search. This allows users to self-select their areas of interest for both the site and news updates, while also promoting contextually relevant and related content through taxonomy and personalisation rules – all set-up in Sitecore.

To power this we mapped, combined, tagged and migrated a considerable body of valuable content from the outgoing platforms into the new platform and componentised user experience. Ultimately, we achieved the automated migration of all relevant English and multi-language content across 5 languages – including standard Chinese.