We restructured Canada Life’s digital ecosystem—clarity, compliance, and performance at scale.
From SEO to CRM, we led a strategic transformation that reshaped engagement across their entire digital footprint.
Enterprise-grade strategy. Customer-first execution.
Case Study: Leading Digital Transformation for a Financial Services Giant
Canada Life – SEO, CRM Integration, and Multichannel Digital Strategy
Sector: Financial Services – Insurance, Investments, Retirement Planning
Location: United Kingdom
Client Since: 5 Years
Services: SEO, Digital Strategy, Six Websites Overhauled, CRM Integration, Change Management, Email Marketing
About the Client
Canada Life is a well-established financial services provider with a strong presence in the UK, offering a range of products including life insurance, retirement planning, and investment services. As a trusted partner for advisers and clients, Canada Life needed a modernised digital infrastructure to support evolving consumer needs and enhance their online engagement. The UK division faced the challenge of updating legacy systems while maintaining brand consistency and regulatory compliance across digital channels.
Project Goals & Initial Challenges
Key Challenges:
Outdated website architecture and fragmented digital strategy.
Low visibility in search due to poor SEO structure and under-optimised content.
High volume of customer service calls driven by lack of self-serve content.
Inefficient internal tools and processes hampering campaign delivery and analytics.
Need for a unified digital marketing and CRM ecosystem that could scale.
Success Criteria (from Client’s Viewpoint):
Increase visibility and discoverability through SEO and content optimisation.
Deliver a more intuitive, adviser- and customer-friendly web experience.
Improve digital engagement metrics such as views, downloads, and session durations.
Reduce reliance on offline customer service by enhancing online self-service content.
Build a sustainable digital foundation with integrated tools for analytics and CRM.
Scope of Work
SEO Strategy and Technical Enhancements
We implemented a comprehensive technical SEO strategy focused on improving metadata, internal linking, site hierarchy, and structured data. Pages were optimised for indexing, and duplicate content was eliminated. The new SEO plan also included keyword mapping and URL restructuring to ensure future scalability.
Content Strategy and Optimisation
The entire content library was audited and optimised to align with user intent and search behaviour. We embedded key search terms and developed conversion-oriented landing pages, improving both discoverability and relevance. FAQ and support sections were restructured to reduce friction and support user independence.
Customer Journey & UX Design Overhaul
A customer-centric approach was taken to rebuild the entire user journey. We designed pathways for both advisers and end-users, making it easier to navigate products, access resources, and take action. Bounce rates fell while session durations increased, demonstrating greater engagement. There were six websites that needed to be overhauled. The websites CMS was Umbraco.
CRM & Email Marketing Integration
We collaborated with IT to integrate Salesforce for the Sales & Marketing departments, allowing for better lead tracking, segmentation, and lifecycle management. The new email marketing strategy was tightly aligned with the site’s SEO architecture, increasing open and click-through rates significantly.
Project Management & Change Implementation
Tasked directly by the executive board, we led a company-wide marketing restructure. This included guiding cross-departmental alignment, managing external agency partnerships, and delivering key projects on time and under budget—ultimately saving £700k in licensing fees across tech stack negotiations.
Analytics, Tracking, and Performance Insights
Google Analytics and Tag Manager were introduced to provide real-time performance tracking and data-driven insight. This empowered internal teams to better understand campaign outcomes and continuously improve.
Key Results
Website Views Increased by 30%
Enhanced SEO structure, better navigation, and reworked content led to significantly higher visibility and organic traffic.
PDF Downloads Boosted by 83%
Resource pages and gated content were optimised, making it easier for users to find and download key documents—particularly product brochures and investment reports.
Customer Service Calls Reduced by 18%
By improving FAQ content and restructuring service-related pages, we empowered users to self-serve, cutting down the load on internal customer service teams.
Email CTR Increased by 60%
A new email strategy aligned with improved site content and user segmentation helped dramatically increase click-through rates on targeted campaigns.
Video Engagement Up by 36%
YouTube video content was optimised with metadata and embedded strategically across the site, improving time-on-page and content interaction.
Webinar Attendance Amplified by 172%
Strategic promotion and simpler signup processes resulted in a dramatic increase in adviser and customer webinar attendance, reinforcing the success of the digital outreach approach.
Designs
Design, Development, Video and SEO Projects
Technical Highlights
SEO Architecture Overhaul
Introduced structured data, canonical tagging, content silos, and targeted internal linking to strengthen authority and enhance indexability.
Content Management Alignment
Restructured CMS workflows and page templates to support modular content creation, improving consistency across product, support, and resource pages.
Salesforce CRM Integration
Built a streamlined lead capture and nurturing system using Salesforce, improving the alignment between marketing efforts and sales follow-up.
Digital Tools Rollout
Deployed Google Analytics and Tag Manager to establish a solid data infrastructure for ongoing performance monitoring and campaign refinement.
Cross-Department Collaboration
Enabled smoother workflows between Marketing, IT, Sales, and Compliance through digital transformation and stakeholder engagement—ensuring all new initiatives passed both usability and regulatory checks.
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