Challenge
Golden Charter, one of the UK’s leading funeral plan providers, needed to modernise its digital presence to reflect the sensitivity of its product while delivering a seamless, compliant, and high-performing customer experience. The legacy site caused friction in the quote and buy journey, lacked personalisation, and made integration with back-office systems complex and costly.
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Solution
Equator redesigned Golden Charter’s end-to-end digital experience to improve accessibility, trust, and conversion.
Built on Umbraco as a composable DXP, the new platform combines a human-centred design with deep technical integration.
- Redefined the information architecture and UX to simplify complex user journeys
- Introduced guided quote and buy flows optimised for emotional reassurance and clarity
- Integrated in real time with core business systems, including sales management, customer support, and finance
- Enhanced SEO and content structure to increase Search discoverability among key audiences
- Delivered a modular CMS framework allowing rapid iteration and ongoing optimisation
Results