Strategy, Brand, Development
125%+ time spent on site
774%+ whitepaper downloads
125%+ leads generated via mobile
Encapsulating the essence of a dynamic, high-energy brand in a suitably high-performance online experience.
With an Olympic gold medallist as Managing Director, Lane4 is a business with performance in its DNA. The management consultancy, founded by swimmer Adrian Moorhouse along with Professor Graham Jones and Adrian Hutchinson, helps businesses get the most from individuals and teams through tailored development programmes. With a strong brand story, an appealing proposition and a varied, content-driven marketing programme, the one thing Lane4 was really missing was a web presence that truly did the business justice in the eyes of prospects.
In the discovery phase, we worked with the Lane4 team to drill down into the needs of their audience and interrogate the usability issues hampering the existing website. It became apparent that the site needed to accommodate two main types of user: those who knew the service they were looking for and those who simply knew they had an issue and needed help. Lane4 had existing audience personas and through a series of workshops we developed these further, providing more clarity on their pain points and what they needed from the site. Establishing key user journeys flowed quickly on from this point and fed into the wireframing process.
From a structure perspective, the site had to maximise exposure to Lane4’s high-value content programme, which covers thought leadership pieces, whitepapers, social media and events. From a design perspective, there were fixed brand elements that had to be incorporated, such as the silhouette imagery of each individual staff member. Beyond these considerations, the priority for our creative team was to ensure the passion and energy behind the brand came to life. We did this through the use of vivid colour and eye-catching visuals incorporating video into the homepage to underline the company’s association with elite sport and performance.
Audience insight anchored the strategy and set the direction for design
The site now gives prospective clients a window to the people and purpose behind the company. The site was built on Umbraco to give Lane4 the flexibility to manage content in-house on an ongoing basis. Particular attention was paid to how pages were presented on mobile – analytics highlighted the growing importance of referral traffic from social media, making a good user experience for mobile essential to improve conversion rates.
The new site has registered significant growth in engagement levels and an increase in leads. It serves as a platform for marketing campaigns and the valuable thought leadership content produced by the company is now being used to much greater effect, with some whitepapers gated for data capture and remarketing purposes. Ultimately, it has given Lane4 a digital presence fitting for a brand that's all about performance.