LearnPro Group
A design system built to absorb acquisitions.
LearnPro Group merged four product businesses into one group company and kept buying. Three years and eight websites later, every brand still has its own identity, and the group finally sells across all of them.
4:30
average time on site, up from 3:00 before the rebuild.
Sector
Tech, IT & SaaS
Services
Strategy workshops · Web design & build · UX/UI · AI content framework
Delivered
Since 2023 · eight live sites · still ongoing
XVR Simulation
pdrPro
learnPro LMS
FireWatch
Prevent + Protect
Redkite
The buyer, not the brand
Nobody searches for a product they’ve never heard of. They search for the problem they’re stuck with, which is why the group site is organised by sector.
The problem
Every acquisition brought a brand people already trusted. And nowhere to put it.
When a group buys four businesses, the obvious move is to badge everything with the group name. LPG couldn’t. Each product brand had built its own credibility in its own market, and customers bought that brand, not the parent.
But four separate websites meant four separate audiences, and no way for a customer of one product to discover the other three. The group was paying for four brands and cross-selling none of them.
Then they bought more. And more. The question stopped being how to join up four sites and became how to onboard the next one without starting again.
Product photos
Photos to show the product and the audience it is built for: the crews training in it, and the officers reading the data it produces.
The ChatGPT framework
Trained on the value pillars and page purposes from the workshops. Not generic AI copy, a repeatable framework that writes in each brand’s voice against a defined page goal.
A branded house, not a house brand.
Keeping the trust, sharing the traffic.
We ran individual strategy workshops with each product brand to understand its sales and marketing goals, then brought everyone into a joint session to settle what the group homepage was actually for. The answer was a branded house: shared structure and styling, each brand keeping its own colour and its own name. SEO and marketing take a visitor to the most relevant brand first, and the cross-sell happens once they’re in the door — not before.
One system, eight personalities.
A single design system underpins every site. Each brand takes its own palette, so the family resemblance is structural rather than cosmetic. A customer never feels handed off to a different company, and no brand feels swallowed by the parent.
Rolled out one brand at a time.
Version one launched with links to the existing sites, then each brand migrated into the new structure in turn. No big-bang cutover, no site down while a merger completes. Every product has its own tailored set of template blocks, so their team builds pages by dragging, not briefing.
Copy at the scale a group needs.
Eight brands is thousands of pages, each needing a different tone. We built a custom ChatGPT framework trained on the value pillars and page purposes mapped in the workshops, so content gets written in the right voice for the right audience — with the group homepage doing a different job from a product service page.
Then they bought the next one.
Creating innovative software to keep global communities safe.
One set of components. One typeface. One header graphic. The colour token is the only thing that moves.
The proof
Eight sites. One system. Three years and counting.
4:30
average time on site, up from 3:00
20%
bounce, against a 40% sector benchmark
0.7s
page load, against a 2.5s benchmark
Time on site is measured against the pre-launch figure. Bounce and load speed are measured against sector benchmarks, not against LPG’s own before.
“
This has been a major undertaking, involving multiple brands, teams and priorities, and Squibble have handled it with clarity, professionalism and a huge amount of patience. They’ve brought in sensible, scalable processes that made a complex project feel straightforward, even with a lot of moving parts.
–Nicola Marston, Marketing Director
LearnPro Group
Services used
Four services, three years.
One per brand
Strategy workshops
One per brand, then one for the group. Eight sets of goals, one homepage decision.
Eight sites
Web design & build
A design system built to absorb the next acquisition.
Sector-led
UX/UI design
Sector-led navigation, because buyers arrive with a problem, not a product name.
Eight tones of voice
AI content framework
A repeatable ChatGPT framework that writes in eight tones of voice.
Bought the businesses. Now what do you do with the brands?
Badge everything with the group name and you lose the credibility you paid for. Leave them separate and you never cross-sell.
Use our free calculators to work out what the project’s worth and what waiting is costing you. Then get your MD to say yes.
Build your business case
