Covington worked with RDA to harness the power of personalization to tailor Covington's content to specific users.

"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

- ,
Michelle Woodyear - LinkedIn

Covington & Burling, a law firm known for its exceptional ability to help clients navigate their most complex business problems, deals, and disputes, wanted to enhance their website's ability to showcase their legal and business expertise. The firm began major plans to reinvent its customer experience, starting with Sitecore XP 9.2, enabling them to deliver faster, better personalization and analytics to their team.

RDA hopped on board and began finding solutions to problems Covington was facing, especially with customer engagement and reach. In order to grow Covington's audience and increase engagement with Covington's content, RDA harnessed the power of personalization to tailor Covington's content to specific users instead of simply throwing clients into thousands of pages of content without guidance.

RDA's Sitecore MVP also played a pivotal role in helping the firm create goals, engagement values, facets, triggers, and outcomes that fit their business strategies. This included creating personalized client interactions with valuable, consistent content and events, growing the digital presence of priority initiatives, increasing the firm's visibility in non-domestic markets, increasing the firm's news relevance to particular clients, and demonstrating Covington's commitment to diversity, inclusion, and collaboration.


  • Website personalization and customer journey was not aligned with business and marketing plans.

  • The thousands of pieces of thought leadership were buried in the website with few users engaging with it.

  • The company did not have a sophisticated analytics system to provide accurate results from their engagement strategy.

  • Most website visitors would visit one page of the website and then leave-- the bounce rate was 60 percent.

  • Needed to increase visibility in non-domestic markets.


  • Website users stayed on the site more than double the time they did before, between six to seven minutes.

  • Website experienced a 115% increase in subscriptions and a 93 percent increase in total page views of tech sector content.

  • Users are visiting twice as many pages as before.

  • Users are also engaging more — by nearly double the engagement amount of their competitors.

  • The non-domestic page reach grew by 37 percent.


  • RDA introduced the possibilities of Peak Personalization to Covington in the form of a free workshop called Art of the Possible.

  • Deployed Sitecore 9.2

  • RDA's Sitecore MVP trained the team on the high-level concept of personalization before Covington began to develop a personalization strategy.

  • Sitecore Experience Analytics Tools – xAnalytics

  • Integrations Include:

    • Tableau

  • Monthly Managed Services: includes monthly patch support, backups of key databases, performance monitoring and 24x7 outage response for restoring the site when offline. This is offered at a fixed rate that fits into the client’s budget.

  • Microsoft Azure PaaS

  • Sharepoint support

Since 2011, RDA's dedicated Sitecore developers have used Sitecore best practices, agile methodology and extensive systems integration to transform our client’s marketing strategies into action and drive their revenue.
Partners for over 25 years, RDA and Microsoft have always been focused on putting the customer first. Together, we are helping organizations compete and succeed in this dynamic digital landscape.