Lumino Makes Light Work of Quadrupling Website Hit Rate

Editor note: In this case study, you will learn the importance of optimising your website for export, and the support available to do this from the Export Communication Review – an offering from UKTI.

Lumino creates lighting products for lighting designers. Based in Harlow, Essex, the company was established in 1985.

The Export Opportunity became apparent

The plan for the new business had been to focus on the UK market then start to export after a couple of years. However, this changed as a result of a visit to the ‘Light and Building’ exhibition in Frankfurt. “As soon as people in the industry discovered we were now manufacturing, they wanted to become our distributors!” explained Jago Wickers, Lumino’s Design Director

It was clear the current website was not ideal

International growth opportunities presented themselves faster than anticipated and Lumino sought support from UKTI, the government body supporting UK businesses to export. “We’d been receiving some negative comments about our website from International customers”, explained Jago, “so we’d planned a website overhaul, but were not sure where to start”.

Lumino was introduced to the ECR

Mary Lewis, Lumino’s International Trade Advisor (ITA) from UKTI recommended the Export Communication Review. The ECR provides practical, impartial and straightforward advice to help companies improve their communications with overseas markets. Each review is conducted by a communications expert and is tailored to the company’s individual requirements.

The ECR provided clear recommendations

After meeting with Jago and his team, Stephen Bardle, Export Communications Consultant, prepared a report listing clear recommendations to improve Lumino’s international website including:

• Use a global domain: such as ‘.com’. “We hadn’t realised that ‘’ domains do not get picked up well by global SEO”, exclaimed Jago. Lumino decided upon the new ‘.lighting’ domain, enhancing International SEO and explaining Lumino’s business sector.

• Use Google Analytics to track results: Stephen showed Lumino how to track web-traffic and make the most of this service.

• Include information to demonstrate international presence: the report recommended a webpage showing a map of distributor locations, and up-to-date blogs detailing overseas trips. “Our new blog shows our forthcoming international cycle ride to Lumino in Switzerland!” said Jago.

As a result of the changes to the website, Lumino’s hit rate has increased almost four-fold.

“Our customers have fed back to us that they are now finding the ease of access to areas like technical product information and data sheet downloads is greatly improved. New customers are also easily finding Lumino through search engines and the site is now attracting visitors from all over the world.

“The ECR enabled us to position ourselves as a global manufacturer in the eyes of our target markets”, explained Jago. “This has been key in our strategy for global expansion”.

Fast facts

Company: Lumino Lighting
Industry: Construction
Target market: Global
UKTI Service: Export Communications Review

If you are thinking about developing your website for an international audience then maybe an ECR could help you too?

The Export Communications Review

The Export Communications Review (ECR) is delivered nationwide by a network of specially-trained accredited export communications consultants. Together with the client, the consultant puts together a programme of reviews to suit the needs and complexity of the exporter and their goals. Each review costs £500 + VAT, however, established companies with fewer than 250 employees may be eligible for a UKTI subsidy of £250 towards the cost of each of their first three reviews.

For more information, please visit or contact the ECR team at the address below.

UK Trade & Investment is the United Kingdom Government’s lead organisation for supporting UK companies in overseas business, and attracting inward investment.

For more information please contact your ECR team on 0845 0342111 or

Please follow this link to see how other Companies have benefitted from the ECR

For more information, please visit or contact the ECR team

UK Trade & Investment is the United Kingdom Government’s lead organisation for supporting UK companies in overseas business, and attracting inward investment.

Sectors: Electronics & IT Technologies
Topics: Advertising, E-commerce, and Promotion
Export Action Plan