MacRoberts LLP


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  • Completed
    May 2023
  • Deployment
    Umbraco CMS / ESPC / Stripe Payments
  • Visit Sites

The Client

MacRoberts is one of Scotland’s leading law firms and also one of the oldest; tracing its history and heritage back over 150 years.

Employing over 160 people, across Glasgow and Edinburgh, MacRoberts has an award-winning Scottish client focus, alongside strong ties to the wider UK and international markets.

For over 5 years, our digital partnership centres on a shared ethos of collaboration which recently involved the crafting of a more personable, approach-driven presentation, better-reflecting the holistic, relationship-building nature of MacRoberts' client journey.

We are also responsible for maintaining coherence and optimal performance across MacRobert’s brands suite: Yuill & Kyle debt recovery experts, Murray Snell, Edinburgh-based private client specialists and anti money laundering arm, AMLify.

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The main site refresh kicked off with brand re-discovery to highlight underrepresented brand values and to improve MacRoberts’ overall brand expression through a site visit.

This pointed to improved key selling messages, used throughout the site as well more engaging visual content through reshoots of staff and office interiors which are complimented by curated stock imagery. The end result is a more cohesive visual approach supporting MacRobert’s reset brand voice. 

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Driven by continual adherence to UX best practice and supported by our well-performing and established SEO strategy, we then tackled structural enhancements to the site.

Our human-centred UX approach and audit highlighted four distinct customer types: Business & Organisations, Public Sector & Charities, Individuals & Families and International Entities requiring Scottish legal representation – each with unique needs.

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This led to more effective funnelling of prospects into the appropriate lane early in the user journey. Each user-lane supports tailored messaging which speaks more effectively to each's unique needs and expectations.

UX was further enhanced through a bolstered site search, including visual page previews and 'Popular Searches' shortcuts. Inviting 'Next' page banners were also introduced - intuitively continuing the user journey from page-to-page, resulting in less 'dead ends' and better content discoverability. 

MacRobert’s Knowledge Hub provides great insight and SEO opportunity. Sector-specific articles, thought leadership, vlogs and podcasts are combined into a single magazine-format hub – easier to search, browse and manage. Knowledge Hub entries better promote legal services where appropriate to boost conversions from incoming search and social traffic. 

Underpinning this more sophisticated and breathable look and feel across MacRobert’s suite of sites is the Umbraco CMS. A key feature being its modular grid editor - allowing maximum content flexibility and efficiency, meaning pages can reflect what MacRoberts wish to say, rather than the message being contorted to fit a template. 

‘We first engaged Radiator in 2018 to conduct a complete overhaul of our website. Since then, they have supported us on a number of key projects and contributed hugely to the success of our digital strategy...I personally love working them and they are incredibly well respected throughout our firm, particularly by our Managing Partner, Neil Kennedy’.

Laura Wilson , Director of Marketing and Brand Development at MacRoberts

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Ongoing Digital Marketing

Our Digital Marketing experts run SEO campaigns across the MacRoberts and Yuill & Kyle sites. For the MacRoberts site, the trends and insights learned from SEO inform location-specific paid search campaigns, with Family/Employment Law selected for their healthy search demand and conversion potential.

This cross-tactical learning is further evidenced with SEO also providing a focus for our organic social activity to ensure our posts resonate and engage. 


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