LCP – a firm of financial, actuarial and business consultants – are as ambitious in their communications as they are leading experts in their field… aiming to be the digital innovator in their market. To achieve this, they needed a new approach to their primary communications channel, evolving the company’s brand and messaging online and transforming the site’s design, content and user experience.


A key objective of the new site was to attract, engage and inform potential clients whilst helping to retain and build existing relationships. Through an in-depth audience mapping exercise, these and a range of additional audiences were identified and prioritised, including industry influencers, employees, job seekers and journalists.


A comprehensive discovery phase saw input from a range of stakeholders, interviews with users, in-depth analysis of the existing site’s analytics and a review of best practice approaches within the industry and beyond. This analysis shaped the approach to the site’s user experience, information architecture, content strategy and design, all supporting three core principles – to demonstrate expertise; to help build and showcase relationships; and, to always provide a ‘next step’.


A refreshed online identity, positioning LCP as a leading, innovative and personable organisation, full of industry experts able to provide insight, clarity and advice to clients. Film and photography commissioned for the new responsive site creates a fresh and friendly look, with content and functionality all aligned with the core principles – to demonstrate expertise (showing how they solve problems, evidenced through case studies, quotes, awards); to help build and showcase relationships (via employee-fronted content, expert profiles and an ever-present ‘How can we help’ feature); and, to always provide a ‘next step’ (to contact, to sign-up, to watch, to download).


The new website embodies LCP and its people, providing an effective platform for its communications with a variety of audiences, helping to support new business efforts and maintain existing relationships. Kate Sinclair, Partner, Business Development & Marketing at LCP said “In the competitive professional services sector, it can be hard to stand out from the crowd. Our new website has brought our brand values and people to life online and created clear differentiation for LCP. It’s been transformative in terms of the way we think about building relationships online and has delivered measurable business value.