A 150-person management consulting firm specialising in operational transformation had built a strong reputation through referrals and personal networks. Their website existed, but it was little more than a brochure - a homepage, an about page, a list of services, and a contact form. It generated fewer than three enquiries per month.
The firm's growth had plateaued. The partners recognised that relying entirely on personal networks was a single point of failure, particularly as senior partners approached retirement. They needed a digital presence that could generate opportunities independently.
"For twenty years, every piece of new work came through our personal networks. We never thought a website could change that. We were wrong. The platform has fundamentally shifted how we generate opportunities, and it has given our younger partners a way to build their own reputations."
Our assessment revealed the firm had a significant untapped asset: a library of over 40 published articles, frameworks, and research papers that lived in PDFs, email attachments, and conference presentations. None of it was visible on the website.
We built a content-led platform designed around three things: making the firm's expertise visible and searchable, creating clear conversion paths from content to conversation, and giving each partner a digital presence that reflected their individual specialisms.
The site was built on Payload CMS with a structured content model that allowed articles and research to be tagged by sector, capability, and author. We implemented a progressive engagement model: visitors could access summary content freely, with deeper resources gated behind a simple registration form that fed directly into the firm's CRM.
In the first six months, inbound enquiries increased from 3 per month to over 13 - a 340% improvement. Of those, 28 became qualified opportunities with a combined pipeline value of £1.2 million. By the end of the first year, 18% of the firm's new revenue was attributable to the website.
The partners reported a secondary benefit they had not anticipated: the improved digital presence was helping them win competitive pitches. Three separate prospects told the firm that its website was the reason they had been shortlisted.
