Lanes Drainage Services UK
Combining innovation with reliability and experience
Overview
Lanes Group needed a new digital solution to effectively showcase their position as the UK's largest drainage solution provider.
They wanted a platform that would clearly communicate their core unique selling points: a friendly and expert team, cutting-edge innovative technology, and nationwide coverage.
In addition, the new solution needed to highlight Lanes Group's scalability, demonstrating their ability to tackle projects of all sizes – from domestic drain blockages to large national infrastructure projects. The goal was to create a digital experience that effectively conveyed the company’s strength, versatility, and expertise.
Discover
Collaboration of teams to provide agile and focused delivery
Working closely with Lanes Group’s internal teams and their external Digital Marketing agency, we analysed the performance of their existing website, defined KPIs, and conducted workshops to gather new business requirements from various departments and stakeholders. These insights formed the foundation for a MoSCoW document and a detailed product roadmap.
In parallel with the digital solution, Lanes Group was undergoing an overhaul of their B2C and B2B offerings, which culminated in the creation of Lanes Drainage Services UK brand. This shift required the project to pivot, leading to the development of a new design system that would provide a robust and modern digital experience.
Create Lead generation & CRM integration
To ensure the solution exceeded our agreed KPIs, Conversion Rate Optimisation (CRO) played a central role in the decision-making process. This focus allowed us to create a seamless experience for potential customers, whether submitting an enquiry online or through their local depot. To support this, we implemented several key technologies, including look-ups for efficient data entry, Trustpilot embeds for social proofing, and integration with a Microsoft Dynamics CRM system to streamline post-enquiry follow-up and tracking.
MadeByPi helped us design, build and introduce two new websites simultaneously. Both with different purposes and within a shortened timeframe than originally agreed. Having impressed key stakeholders from across our business from the outset, the knowledge and experience of the team was evident during the process. Providing confidence in the approach at all times. The solutions were tailored to meet our unique needs, which led to unanimous sign off. The team feels like an extension of our own at this point. We really enjoy working with MadeByPi.
Haylie Orton, Lanes Group
Similar work
