Background
Land Securities Group (Landsec) has long been a fixture of the FTSE 100, making it one of the biggest listed companies in the UK. Its property portfolio encompasses numerous major retail, workplace and residential sites across the UK, including iconic sights such as Bluewater in Kent, Cardinal Place in London and Gunwharf Quays in Portsmouth. However, you wouldn’t have known it to look at its website, which was basic, uninspiring and out of date.
Solution
Working with the MSL Group, I was asked to be lead writer on developing a brand new website for Landsec. This would be much bigger and would include dedicated pages for each of their leading properties. There would also be insights and interviews with architects, designers, artists and other stakeholders, as well as focus pieces on other topics.
I compiled questionnaires for property owners, conducted interviews, and wrote numerous property showcases, including for many London landmarks, as well as Westgate in Oxford and Buchanan Galleries in Glasgow. I also wrote articles under different themes, such as Future Trends, Sustainable Business, and People & Partnerships.
Results
The new website was an immediate success. It received far more visitors and engagement than the old site. Most importantly, it served to promote the wider company and to showcase its achievements. Ten years on, most of my copy is still in place, and Landsec goes from strength to strength.
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