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Covington Rebuilds Online Presence with AI-Powered Content and Recommendations

Covington & Burling, a global AM50 firm with over 1,300 lawyers in 13 offices, required a unique solution to differentiate itself from its competitors. Covington produces thousands of pieces of thought leadership for its clients and wanted to make the content more accessible and searchable for clients.

Covington LinkedIn Webby award Post

Who said Law Firms can’t innovate?

Covington’s digital marketing team was looking for the right tools that would help them:

  • Personalize the experience according to industries, practice, and geographic market
  • Tailor content to the user in the moment and on future visits
  • Draw insights from engagement
  • Improve usability of professional directory
  • Improve search results and allow users to easily drill down and filter results
  • Grow Subscriptions


Covington’s priority was to offer content and solutions tailored to each visitor’s complex legal needs.

With more than 1,300 lawyers across the globe and dozens of practices, this kind of personalization is only possible with Sitecore and AI and machine-learning capabilities.


Covington’s new design and navigation allow visitors to find desired content and personalize their search needs with ease and achieve best practices in terms of usability.

Covington’s homepage is now dynamic, highlighting the firm’s wide range of services and expertise tailored to practices, industries, and markets and to meet the specific needs of each website visitor.

Not only does this make its experience more relevant and targeted from the very first touchpoint, it is an accurate reflection of its reputation, credibility, and quality of service.

RDA's Services:

  • Advisory Services: Art of the Possible
  • Design & Build : Deployed: Sitecore 9, Coveo machine learning for AI Search, PaaS Microsoft Azure, CDN, PIM, Salesforce Integration, oAUTH, and REST API
  • Optimization Services: Retainer Services
Idea exchange concept. Ideas agreement Investing in business innovation and financial commerce backing of creativity. Open lightbulb icon with gear mechanisms. Funding potential innovative growth

"We wanted to personalize our clients' digital experience, but didn't have the expertise to make it happen in-house. RDA helped us create and implement a personalization experience that produces results."

- Michelle Woodyear, Director of Digital Marketing, Covington & Burling LLP

RDA's Art of the Possible workshop is a great way to enhance your digital journey.

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