Transforming Their Website with Strategic Digital Insight
The challenge
A transatlantic law firm with a broad client base and international presence, recognised that their digital presence needed rethinking. Despite a solid reputation in the legal world, their website was underperforming. Internally, the digital function was influenced by competing priorities and lacked cohesion. Externally, the website wasn’t delivering a seamless experience for clients, nor was it aligning well with the firm’s ambitious commercial goals.
That’s where 1968 Consulting stepped in—to conduct a full-spectrum website audit and provide clarity on where their website was, where it needed to go, and how to get there.
Our approach
We carried out a comprehensive audit across 46+ assets—photos, spreadsheets, and strategic documents—using a combination of qualitative insight and performance data. Our approach focused on three pillars:
1. Website performance & strategy
- What we found: A disjointed digital strategy, outdated design approaches, and underperforming landing pages.
- Our recommendations:
- Create a shared digital strategy across departments to reduce internal silos.
- Align content marketing and social media to boost engagement.
- Redesign key landing pages to improve first impressions and conversion pathways.
- Shift the website focus from internal validation to external client value.
2. Data analytics & reporting
- What we found:
- GA4 and Google Search Console were underutilised and misconfigured.
- Cookie policies distorted real user data.
- Performance reporting was largely outsourced with limited internal ownership.
- Our recommendations:
- Clarify conversion goals to align reporting with business outcomes.
- Build internal capability around GA4, dashboards, and insights.
- Conduct regular audits of PageSpeed Insights, bounce rates, and site performance.
3. Content & user experience (UX)
- What we found:
- Content lacked consistency and wasn’t clearly tailored to user needs.
- Site structure was led by internal logic rather than user behaviour.
- Our recommendations:
- Redesign site taxonomy with a user-centric lens informed by heatmaps and analytics.
- Develop tailored journeys for distinct personas:
- In-house lawyers looking for credibility and trust.
- Entrepreneurs needing practical advice and agility.
- Private wealth clients seeking reassurance and discretion.
- Introduce sector and service-focused content with clearer CTAs and more intuitive navigation.
The outcome
The client left the audit with a roadmap for measurable improvement—internally aligned, user-first, and performance-driven. The recommendations offered clarity on how to:
- Reduce friction for users.
- Increase page views and goal completions.
- Build long-term digital resilience with in-house expertise.
The collaboration sparked conversations across departments and set the stage for a more agile, insightful, and customer-focused digital transformation.
In their words
“This audit gave us the digital mirror we needed. The clarity and structure 1968 brought helped us move from gut feeling to data-backed decisions. We now have a much clearer direction—and a plan we can own.”
Learnings & Takeaways
- A high-traffic website is only valuable if it’s serving the right goals.
- Internal alignment is critical to executing digital change at scale.
- Without a clear analytics setup, businesses are flying blind.
Looking to power up your digital presence?
Let’s talk about how 1968 can help you uncover hidden opportunities and turn them into measurable growth.