Capita is the UK’s leading provider of IT services to enterprises. The business had a significant digital problem: its website did not reflect its market position or the quality of its work. Visitors found the site difficult to use, engagement was low, and the platform was failing to convert traffic into business enquiries.
Behind the scenes, the issues ran deeper. There was no integration between the website and the company’s Salesforce CRM, which meant marketing and sales teams were working from disconnected data. The content management system was cumbersome, making it difficult for the marketing team to publish or update content without developer support. And the site’s structure was built around internal categories rather than the problems prospective clients were trying to solve.
For a business of Capita’s scale, the website needed to do more than exist. It needed to generate and convert demand. It was not doing either.
"Working with Distinction has been a true revelation. After a competitive pitch process, we've been consistently impressed by their impact on our business. Their collaborative approach, coupled with their ability to simplify complexity, stood out for me. They punch above their weight, and I have no hesitation in recommending them."
We started with a thorough review involving both internal and external stakeholders to understand Capita’s challenges, objectives, and where the biggest gaps existed between how the business wanted to be perceived and how the website was actually performing.
From that review, we ran a series of customer experience workshops to develop fresh personas and map the user paths that mattered most. This gave us a clear picture of what prospective clients needed from the site and where the existing experience was falling short.
We then implemented the Kentico Digital Experience Platform, integrated with Salesforce CRM. This was a critical piece of the project. The integration enabled bi-directional data flow - website activity could now be tracked against CRM contact records, and CRM data could inform how the website personalised content for returning visitors. For the first time, the marketing and sales teams were working from the same data.
The site itself was rebuilt around buyer intent. We restructured information architecture to reflect how prospective clients think about their problems, not how Capita organised its internal teams. Clear conversion paths were built into every section of the site, with context-specific calls to action that moved visitors from interest to enquiry.
The impact was immediate and significant. New business enquiries increased by 48%. Conversion rates rose by 268% - a result of better-qualified traffic arriving at pages that were designed to convert, supported by CRM integration that allowed the team to measure and optimise the full path from visit to enquiry.
Net new visitors grew by 8%, and overall website engagement improved by 16%. The marketing team gained a platform they could manage independently, with content governance that no longer depended on developer availability.
The CRM integration gave Capita’s leadership something they had not had before: a clear, data-backed view of how digital activity connected to pipeline and revenue.
