A thermal-state model experimental study was performed in lab to investigate the thermal performance of a wet cooling tower with different kinds of filling layout patterns under windless and 0.4 m/s crosswind conditions. In this paper, the contrast analysis was focused on comparing a uniform layout pattern and one kind of optimal non-uniform layout pattern when the environmental crosswind speed is 0 m/s and 0.4 m/s. The experimental results proved that under windless conditions, the heat transfer coefficient and total heat rejection of circulating water for the optimal non-uniform layout pattern can enhance by approximately 40% and 28%, respectively, compared with the uniform layout pattern. It was also discovered that the optimal non-uniform pattern can dramatically relieve the influence of crosswind on the thermal performance of the tower when the crosswind speed is equal to 0.4 m/s. For the uniform layout pattern, the heat transfer coefficient under 0.4 m/s crosswind conditions decreased by 9.5% compared with the windless conditions, while that value lowered only by 2.0% for the optimal non-uniform layout pattern. It has been demonstrated that the optimal non-uniform layout pattern has the better thermal performance under 0.4 m/s crosswind condition.