+£1.5m* annual property value transacted after consolidating three brands into one for Pegasus Homes

Pegasus Homes, the later living rental specialist within LifestoryGroup, needed to consolidate its Renaissance and Anthology brands under a single Pegasus identity while shifting from build-to-sell to build-to-let. They needed a single digital experience that could protect existing search equity, reflect the new commercial proposition, and consistently convert demand into rental enquiries as the portfolio scaled.

7DOTS led a phased digital transformation, from a rapid brand transition to a ground-up rebuild of pegasushomes.co.uk, spanning UX strategy, information architecture, SEO, content and technical implementation.

LifestoryGroup’s shift to a single Pegasus brand and a rental-first model created a commercial urgency: the website had to generate and convert demand for a fast-moving rental inventory, not just present a brand story.

Instead, the digital estate was fragmented across multiple legacy sites, splitting audiences, diluting trust, and creating operational overhead for marketing. Consolidation also carried a major risk: retiring legacy domains without damaging hard-earned SEO performance and visibility at the exact moment Pegasus was repositioning in a competitive market.

Pegasus needed a platform that could do three things at once: unify the brand, protect and grow organic visibility, and make availability and enquiry journeys frictionless for an audience increasingly using digital channels to research later living options.

Our approach

7DOTS delivered a phased transformation designed to reduce migration risk while building a scalable, conversion-focused platform.

• Signposting and continuity: updated the Pegasus homepage, moved to the new pegasushomes.co.uk domain, and implemented redirects from legacy Renaissance and Anthology sites to guide users and protect traffic.
• SEO-led discovery and migration planning: completed keyword and competitor research, an analytics audit, and technical review to shape the new site around demand and protect rankings through structured redirect mapping.
• Audience-first information architecture: restructured navigation and content around the build-to-let proposition, putting availability and enquiry pathways at the centre of the experience.
• UX design and build – delivered a redesigned, mobile-optimised website on Silverstripe CMS, using modular templates and component-level UX to support conversion and ongoing iteration.
• Performance measurement – implemented GA4 with a clear goals and KPI structure so the team could act on performance data immediately post-launch.
• Ongoing optimisation – continued support across SEO, content recommendations and site improvements to embed continuous performance gains.

The outcome

Pegasus now has a single digital platform that matches its business transformation and supports demand generation for a growing later living rental portfolio. Brand consolidation is reflected clearly online, and the site architecture is built to handle both immediate availability and long-term pipeline growth.

Commercially, the performance story is not just higher traffic, but better intent: visitors engage more deeply, bounce less, and spend longer in key journeys, indicating stronger alignment between search demand, content and conversion pathways.

Operationally, the marketing team has a CMS-driven platform and measurement framework that reduces complexity and improves confidence in digital decision-making. The relationship has progressed into a drive model, with ongoing support focused on continuous digital experience, content and site performance improvements.