FREESTYLE: PegasusLife - Reinventing retirement living

Creating an award-winning online experience for the visionary brand of the retirement living industry.

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Provider of prestigious retirement housing in the UK, PegasusLife, wanted to become digitally-led, moving away from a traditional brochureware website. They had a legacy of individual microsites for each of 28 property developments, convoluting their online presence, with confused branding and poor search performance.

The Challenge was to position their premium brand as exactly that, redefining their web presence to mirror their aim: to redefine retirement living and better serve its audience. Through a close collaboration with the client, we identified key success metrics which would secure continued investment in the business. Increasing the number of leads, improving SEO and increasing the visitor numbers were the KPIs of this rebrand.

Our Approach was to bring the static legacy sites to life through a complete digital rebrand, and to bring all individual property developments under one seamless experience, targeted to the prime audience of affluent 65+ year-olds and secondary audience 55-64.


Freestyle handled the entire process from research and UX to design and build, defining the strategic direction, tools and solution. The whole site was rearchitected and rebuilt from the ground up, to work across any device and integrate with existing CRM and marketing automation tools. We ensured that PegasusLife has a stable and powerful CMS ready for the increasing portfolio and future evolutions such as extra features and personalization.


Since launch, there has been a significant uplift in all prime metrics with priority and secondary audiences.

Take your pick from:

  • Leads up 700% since launch
  • Brand searches up 685%
  • 41% visit increase by prime audience sector new users
  • Mobile and tablet (key devices for this age group) visits up 41%

Over 38,000 more new user sessions, a 76% increase

 “Freestyle got to grips with the complexity of multiple property developments and their individual personalities and have delivered a project we’re all really proud of alongside an exciting vision of the future. We’ve been delighted with the whole process of revitalizing the website.” - Colette Masso Del Llano, Digital Marketing Manager, PegasusLife

View full case study here.


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