Key Outcomes:
- 55% increase in total traffic and 70% boost in non-paid traffic, significantly enhancing online visibility and lead generation.
- 10% increase in gated content submissions, optimizing lead capture through seamless Marketo integration.
- Award winning editing experience, highlighting the success of the flexible, user-friendly Umbraco CMS tailored for global authors.
Burford Capital, the leading global finance and asset management firm focused on law and listed on both the New York Stock Exchange (NYSE: BUR) and London Stock Exchange (LSE: BUR), approached our agency to help them modernize their online presence. They required a dynamic, user-friendly website that could manage region-specific content across its eight offices located in the US, Europe, Australia, and the Middle East. And they needed us to deliver it against an aggressive timeline.
This case study explores their challenges, how we implemented our solution, and the impact achieved through our partnership.
Seeking an efficient geo-diverse experience
Burford Capital's existing website, initially built by a third party on the Umbraco platform, had a number of challenges. With over 2,200 pages, they required a more streamlined approach to content creation and management. Additionally, the existing content tagging system was disorganized, creating inefficiencies in categorization. The resulting web structure also made it confusing for Google to index, which was affecting their SEO ranking. And as a geo-diverse business, region-specific content had to be handled efficiently without duplicating efforts. They also needed a consistent way to integrate Marketo for their email marketing and gated content. Finally, a more modern, user-friendly and brand aligned experience was also required.
Designing for a global audience of authors and consumers
Our solution to transforming their online presence required a multifaceted approach that encompassed people, processes, and technologies.
Website Redesign and Content Management
We worked with their design partner to develop a new UI using Umbraco's block components. This offered a dynamic and flexible editing experience.
- A reusable component library allowed authors to choose from a wide array of components and styles to build pages. This flexibility streamlined the process and helped prevent duplication and ensured they were consistent with brand guidelines.
- A live preview feature so authors could see – in real-time - how their content would appear.
Localization and Regional Content Management
To handle geo-diverse requirements, we implemented custom Umbraco logic for localization.
- Custom fallback logic was used so that content defaulted to English (i.e. headers and footers) unless localized content was available for that region. This was another way we helped to reduce the need for duplicating existing pages.
- Automatically adjusting content based on the user's region, ensuring relevant information such as blog posts and articles are displayed in context.
- A unique map UI component showed staff members based on their location, enhancing user experience and engagement.
Integration with Marketo
Marketo integration was critical for managing email marketing and gated content.
- We built a custom Marketo form interface within the site, allowing for consistent and streamlined email capture and content gating.
- Blog posts, articles, and other resources were gated to capture user emails, with gate controls integrated into the content management system (CMS).
Migration and Cleanup
Migrating the tagging system and content from the old site required creative approaches using custom scripts.
- Rearchitecting the tagging system by translating existing tags – and removing redundant ones - into a new structure enhanced the sites searchability.
- Automating the migration of over 2,200 pages significantly reduced the manual effort and ensured accuracy.
- Migrating and organizing a large library of images for various pages and profiles.
Quality Assurance (QA) and User Acceptance Testing (UAT)
Our QA team played a vital role in ensuring the site's functionality and content accuracy:
- Over 2,200 pages were manually reviewed to ensure all links and content were correctly migrated and functional.
- Our structured process ensured timely and thorough testing, leading to a smooth release.
Transforming experiences globally and locally
The partnership between Burford Capital and our agency resulted in a website that not only met but exceeded expectations. Delivered on schedule against an aggressive timeline, the new UI and flexible content management system provided a superior user experience, both for site visitors and content authors. Streamlining content tagging and creation led to better structuring which improved SEO organic traffic, increasing by 10%, with total traffic going up by 55%. This translates directly to potential clients now able to find them online more readily. Additionally, the overall improvements contributed to a 70% increase in non-paid traffic, further enhancing visibility.
The custom localization logic allowed them to manage region-specific content efficiently by removing redundant efforts, and with the addition of Cloudflare (content delivery network – or – CDN), they also saw a decrease in page load times. And with the new structure and seamless integration with Marketo, they also improved their engagement through PDF downloads and content submissions, with a 10% year-on-year increase in gated content interactions.
With a flexible editing experience firmly in place, the Burford Capital team will easily manage the site for years to come. And, since its launch, the new website received an award for best editing experience highlighting the success of this collaboration.
Are you ready to take the next step?
This case study highlights the importance of a client-centric approach focused on solving customer’s needs, and the impact of teams that are expert in using advanced technology in delivering real-world business outcomes. By addressing complex challenges with tailored solutions, we transformed their online presence into a dynamic, user-friendly, regionally adaptable, and award-winning platform. We also delivered measurable results, including a 55% improvement in traffic and 10% boost in gated content interactions.
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Technologies Used:
Umbraco
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