Fasken Applies AI for Online Presence Management

↑22% time spent on site
40,000 searchable documents
↓59% click-rank search results page

Where innovation meets transformation

When one thinks of a prime example for web presence redesign and digital transformation to meet evolving customer needs, a large, established law firm might not immediately come to mind. Yet Fasken, one of the largest law firms in Canada with international reach, is achieving just that — digital transformation of reputation management at the scale and pace normally associated with lean businesses in fast-growing sectors.

In order to compete and excel in today’s global climate, forward-looking organizations like Fasken are rethinking what their brand's digital presence means to their customers, and looking to leverage the most creative and innovative search engine tools at their disposal to remain top of mind.

With over 700 lawyers and 1200+ other employees, Fasken is one of the largest law firms in Canada. Their reach stretches internationally into China, South Africa, and the United Kingdom.

Personalized search to drive content discovery

Problem: Site visitors found needed information via external search like Google; those using Fasken’s owned channels did not have the same success.

Solution:Implementing Sitecore Experience Platform and the Coveo Relevance Cloud made surfacing content on Fasken’s website simple and autonomous. A newly implemented tagging system also simplifies relating different content types with similar themes, streamlining navigation and aligning with users’ natural browsing behavior. This culminates in a strong online presence.

700

lawyers

↑32%

in search utilization

Personalized experience for every client

Problem:As a large firm with decades of expertise, the website struggled to explain the width and breadth of practice areas in a tailored fashion that met individual needs, at scale — impacting the firm's online reputation and digital marketing capability. Siloed content meant the onus of understanding the business was on consumers, instead of the other way around.

Solution: With AI-powered search and a unified index, Fasken’s website is more cohesive and intuitive. In the spirit of matching a potential customer's need, Fasken leveraged Sitecore’s GeoIP feature for location accuracy to connect visitors with the best and most conveniently located lawyer.

40,000

searchable documents

↑46%

clickthrough on machine learning query suggest

Creating a dynamic brand image that reflects the standards of a top-tier law firm

Fasken’s redesign and digital transformation has made for a more accessible and richer browsing experience with less dead-ends. Its new navigation system allows visitors to find desired content and refine their search needs with ease. The site now meets best practices in terms of usability.

Take a look inside

How Fasken leverages Coveo to meet the complex legal needs of individual site visitors, pulling from the varying expertise of more than 700 lawyers across the globe. (Page 3)
How Fasken brainstormed with Coveo and Sid Lee to creatively deliver a dynamic work portfolio of its lawyers for more brand awareness. (Page 6)
How Fasken uses Coveo’s out-of-the-box machine learning to centralize online channels and meet the needs of thousands of customers, hundreds of employees, and hundreds of lawyers — worldwide. (Page 7)