MacRoberts: Independent & People-focussed

The Client

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

With 43 Partners and employing over 160 people, MacRoberts represents clients locally, nationally and overseas from its offices in Glasgow, Edinburgh and Dundee.

As an evolving, innovative and forward-thinking law firm, MacRoberts is committed to ensuring its digital presence reflects its brand values, client expectations and overall vision.

The Approach

MacRoberts ethos centres on collaborative relationships and connections across a wide sector range. And when Radiator was selected as MacRoberts’ Digital Partner, it was essential to lean on a combination of this people-focussed approach and the heritage of the brand.

MacRoberts' open and personable brand values are evident throughout the site:

  • Key service contacts
  • Insights and opinions at the heart of the site
  • Specific expertise highlights
  • BIG portraits supporting the layout throughout

Central to our approach was the prioritising and rationalising of key user journeys and calls to actions (CTAs).

The slick Service & People lookup are essential events on this site, with filters and search tools offering multiple routes to the same result for users.

  • MacRoberts’ complex service offerings were made interactive and straightforward to help users quickly find what they need.
  • Key CTAs are localised to their context and held on-screen as long as they are relevant to boost conversions.

‘We selected Radiator based on their approach to design & getting results. We quickly established a rapport - a key component of a successful digital partnership. I would have no hesitation in recommending Radiator’.

Laura Wilson , Director of Marketing & Brand Development at Macroberts

In exploring how elements of the user experience could echo the clear and precise advice clients receive from MacRoberts, we implemented the following techniques:

  • Liberal use of whitespace
  • Typography-led design
  • Big, clear titles
  • Traditional text effects and layouts:
    • Text-columns
    • Drop caps
    • Pull-quotes
  • Colour used only functionally as sector colour coding

Insights and opinion pieces further support brand values of being knowledgeable, informative and accessible while also boosting MacRoberts' natural ranking opportunities through the regular supply of search optimised content.

MacRoberts is taking advantage of our integrated approach with our Digital Marketing team responsible for building the brand’s online authority, exposure & leads through a range of online tactics including SEO, paid advertising & social media.

Key Skills

  • Digital Marketing Consultancy
  • Brand Discovery
  • Umbraco development
  • Search Engine Optimisation (SEO)
  • Google AdWords Search (PPC)