Modernising the UK's largest pension scheme
The Local Government Pension Scheme (LGPS) is for people working in local government and is administered locally by 86 local pension funds with over six million members.
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Challenge
The previous brand identity of LGPS was outdated and the website did not meet the accessibility requirements of public sector websites. The regional pensions funds use the webste as a central resource for their members whilst relying on it themselves to keep abreast of good practice and changes in regulation. But as it had grown organically and without a clear strategy, it included lots of duplicate content to become unwieldy.
Landscape was therefore asked to develop a new site for England and Wales, including videos in Welsh, and a brand new site for Scotland.
Solution
Landscape updated the brand with a bespoke wordmark that helped to modernise the organisation whilst also maintaining its authority.
An audit of the site resulted in restructuring the content into more member-centric categories. The tools were simplified whilst using the existing calculator engine and meeting W3C AA compliance requirements. We also launched the new brand and website by providing each of the regions with materials to send to their members. Landscape also provided training and documentation to embed the new content management system with the LGPS communications team.
2.6M page views p/a
470,000 uses of the tools p/a
50,000 views of animations p/a
Impact
It has improved the experience for both members and the local administration authorities, as content is easier to find and grouped according to life stage.
The website has also been hugely successful, garnering nearly 720,000 page visits – the majority of which gathered via organic search – in the past twelve months alone. The website received over 40,000 page views in just the first 48 hours of launch and today, it regularly sees over 7,000 users daily.
Both the English and Welsh launch videos were well received by members, cumulating nearly 4,000 views in the first month.
