Beyond Pensions: How LCP's Digital Transformation Doubled Web Traffic and Enhanced Market Position
The Challenge
LCP successfully evolved from a traditional pensions consultancy into a diverse firm known for their market leading advice in pensions, investment and insurance, and were developing a reputation of excellence in energy transition, health, and sports analytics.
Their business expansion presented a fundamental challenge: their capabilities had outgrown their digital presence. Their previous platform, designed when pensions were their core focus, lacked the flexibility to showcase their new broader services or position them as thought leaders in new markets. They needed a digital solution that could effectively communicate their full spectrum of expertise, engage diverse audiences, and strengthen their market position as a multi-disciplinary consultancy.
LCP partnered with Etch to create a scalable digital platform designed to support market expansion, sector diversification, and future growth. A platform that honoured their legacy of expertise while showcasing their new capabilities to both established and emerging markets - effectively supporting their comprehensive brand repositioning and new website.
The Solution
LCP partnered with Etch to develop a digital transformation that would serve as a strategic business asset rather than merely a refreshed website.
Together, they created a sophisticated content architecture that effectively showcased LCP's diverse service portfolio while maintaining narrative coherence, supported by an advanced search and filtering system.
The comprehensive solution delivered multiple strategic advantages:
- International scalability - Built with multi-region functionality for UK, US, Germany and Ireland, with infrastructure designed to accommodate expansion into new languages and regions
- Personalised user experiences - Implemented uMarketingSuite/Engage to enable tailored content journeys based on visitor interests and behaviours
- Operational efficiency - Automated content import systems integrated data from other platforms, streamlining management and ensuring consistency
- Future-ready technology - Incorporated AI considerations with a technology roadmap positioning LCP to leverage emerging digital capabilities
This forward-thinking approach ensured the platform would continue supporting LCP's growth as they expand their service offerings into the future.
This project has been so much more than a website rebuild — it’s been a genuine transformation. Etch have been thoughtful, collaborative partners throughout, helping us create a platform that not only reflects who we are today, but gives us the flexibility and confidence to keep growing into the future. It’s exciting to finally have a digital presence that does justice to the breadth and ambition of our business.
— Vanessa Hughes, Head of Digital Marketing LCP
Methodology
This complex digital transformation required a structured approach that balanced business strategy with technical implementation:
Discovery and Alignment
The process began with collaborative discovery workshops, with a partner agency handling initial UX design and SEO migration planning while Etch led technical discovery sessions to ensure alignment with LCP's business requirements.
Throughout the build phase, UX design elements were continuously refined, optimising user experience and ensuring excellence in digital interactions.
Technical Foundation
The solution was built on Umbraco 13, creating a bespoke content management system with particular emphasis on an intuitive editor experience for LCP's substantial content team.
A sophisticated search and filtering system provided exceptional depth and flexibility, allowing users to quickly navigate to relevant expertise across LCP's diverse service offerings.
The platform's multi-region functionality was implemented with a future-focused architecture to support scalable expansion to new markets and languages.
Team Enablement
Targeted workshops and training sessions on implementing personalisation features equipped LCP's team to fully leverage the sophisticated capabilities of their new platform.
This collaborative approach to knowledge transfer ensured smooth adoption by LCP's content management team and established the foundation for ongoing digital innovation.
Impact
LCP's strategic investment in digital transformation delivered exceptional performance improvements across all key metrics:
100% Increase in Web Traffic
with 120,000 total visits in Q3 compared to the same period in 2023
18% improvement in engagement rates
reaching 58% in Q3
60% longer interaction times
with an average engagement of 90 seconds
30% growth in unique website users
attracting 94,000 visitors in Q3
Beyond these impressive metrics, LCP has strengthened their ability to demonstrate thought leadership across their expanded service portfolio, building greater authority in new sectors and showcasing the full spectrum of their expertise to prospective clients.
The transformation has provided LCP with a flexible, future-ready framework that reinforces their position as leaders across multiple sectors. This new platform is designed to adapt to emerging market opportunities and showcase new service offerings as their business continues to evolve.
Looking Forward
LCP continues to leverage their digital platform to reinforce their position as leaders across multiple sectors, adapt to emerging market opportunities and showcase new service offerings as their business continues to evolve.
The digital transformation ROI extends beyond immediate metrics to create sustainable business advantages.
With each new service area LCP develops, the platform's flexible architecture enables rapid market entry without additional technology investment, creating compounding returns on their initial digital investment.
This successful transformation demonstrates how thoughtful digital transformation can drive growth and reinforce market leadership.
Etch helps established organisations unlock their full potential and amplify their impact through our proven EtchElevate™ process.
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