Phase 1 of the site roll-out featured Thomas Miller Group, UKP&I, and TT Club sites. The visuals show the coordinated design approach across their digital estate. TMG's other 15 businesses are to be migrated to the new platform over future months.
Example homepage for the Group site shown below. Features include an accordion module to surface the Group brands by service line and a range of modules to headline key propositions and news and insights.
AI and content marketing
A key innovation of the Sitecore build was combining Microsoft Azure's Cognitive Service called Text Analytics. This replaced the need for manual tagging of content. The AI intelligence does the tagging automatically on-the-fly serving up related articles based on the page currently being browsed. TMG had large amounts of content to migrate from the old sites to the new platform. The AI innovation not only removed significant manual work but also provided a powerful ongoing related content feature. In tests run by Pancentric, AI repeatedly proved far more effective than humans at assessing the most pertinent related content to serve.
The launch of the sites was preceded by extensive technical SEO work and 25,000 redirects at launch. Early results (@September 2020);
- 85% increase in all traffic month on month with 22% year on year
- 72% increase in organic traffic month on month
- 17 tracked terms now on page 1 of Google
- 111% increase in direct traffic month on month
- 52% increase in direct traffic year on year
- The most visible Club on Google
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