The Challenge
Lane Clark and Peacock (LCP), a leading consulting firm, approached Kitty to support the reimagination and restructuring of their online presence. LCP’s existing website had reached the end of its lifespan, and the firm had undergone significant strategic shifts that were not accurately represented. The key goals were to showcase LCP’s brand and diverse capabilities, improve lead generation across their multiple markets, and future-proof the website for anticipated growth.
The Solution
Kitty took a phased approach to the LCP website redesign, starting with a comprehensive discovery process to fully understand LCP’s vision, brand, and the distinct needs of their varied target audiences. This informed the information architecture, which was designed to balance the prominence of LCP’s core pensions business with their rapidly growing broader markets, including Health, Energy, Football, Investment, Insurance, and Technology.
The design of the new website needed to reflect LCP’s “bold confidence” and “unique ways of working that can aid society”. Kitty developed a sophisticated, modern aesthetic that showcased LCP’s thought leadership and commitment to social impact, while maintaining a cohesive experience across the different market segments.
Technical Implementation Kitty
The new LCP website was built on the Umbraco CMS, hosted on Azure, and integrated with a range of third-party tools and plugins. This included incorporating uMarketingSuite for personalised content recommendations, ExamineX and Azure Cognitive Search for site-wide search, and Umbraco Workflow for streamlined content approvals.
The development team also worked closely with the ROAST SEO team to ensure the new information architecture and content strategy were optimised for search visibility. This included a comprehensive content audit, benchmarking, and redirect mapping to preserve LCP’s existing organic performance. In addition, the ROAST analytics team recreated the GA4 and Google Tag Manager setup to ensure accurate reporting upon Go-live and provided an analytics dashboard that provides tracking metrics on individual markets at a glance.
Results
The successful launch of the new LCP website has resulted in a modern, intuitive digital presence that reflects the firm’s premium brand and diverse capabilities. By striking a balance between LCP’s core pensions expertise and their rapidly growing broader markets, the website now provides a clear and cohesive user experience, guiding visitors to the relevant content and services.
Additionally, the robust content management system and streamlined workflows have empowered LCP’s marketing team to efficiently create and publish new, optimised content.
Conclusion
The collaboration between Kitty and LCP has delivered a transformative website that elevates the firm’s brand, improves lead generation across their markets, and future-proofs their online presence. By taking a strategic, phased approach and leveraging the latest technologies, the new LCP website showcases the firm’s diverse capabilities, thought leadership, and commitment to social impact – setting the stage for continued growth and success.
