Churchill Business CMS demo

CMS? Oh yes.

In Churchill Business, we don't have any development resource. The CMS helps our team keep moving, without having to beg, borrow and steal from other squads.

It's allowed us to build a new Churchill Business website from scratch in four months.


What's a CMS?

Another in the long list of DLG acronyms.

CMS stands for Content Management System.

Sites like Wordpress and Wix are popular examples of a CMS.

Show more examples

What does a CMS do?

It's an easy-to-use website builder

Focus on content

Simple interface that's easy to adapt

Why use a CMS?

  • Predefined components - allows non-designers to build content
  • Speed of work - quick and easy to update and publish 
  • No need for developers for simple changes (typos)
  • Easy to mock up pages for approval or A/B testing
  • Publish quickly without waiting for a release

A peek behind the scenes

Let's take a look at the editor and site structure.

How do we build a page?

Add a page and populate with content.

Add an intro banner

An intro banner is a page hero. We have a few options to configure how it looks.

Learn more about the intro banner

Add a feature box

This is what we use for main content and it's the most powerful component. We use these for unique selling point bullets, downloadable documents and can add in-line link buttons.

What about updating a page?

Edit CMS presentation

Did you notice the typo? There's no prize, just for brags.

How has the CMS helped our team?

TAG & Underwriting feedback

Quick and easy to make TAG and Underwriting copy changes and re-submit for approval


Allows us to test ideas, re-design pages and tweak copy whenever we want

Design consistency

Create pages and elements that we can use across the site

It's not perfect

We can't pretend everything's great. These are some of the issues we've had:

  • Quite a lot of back and forth with Pancentric to perfect design elements. Having an internal CMS dev team will be more invested in the project
  • Overwriting work if more than one person updates a page at the same time (which has happened a couple of times for this presentation)
  • Permissions - who gets to publish? How do we prevent rogue publishers if using in bigger teams?
  • Feature development takes time - accordion, secondary button, utility links

To sum up

Designers can focus on real user problems

Yes please

Content Creators have more power

We're in charge now

Fewer developers needed

More money for pizza

Is CMS the future?

And what would it look like for all of our brands?

We may need to look beyond this small business system

Potential for shared content and components that we can update once and populate across multiple pages or sites

We could use CMS to build our Quote & Buy journeys

Before we go... to the pub


Adam and Will are happy to take any questions, but we may not always have an answer. No guarantees.

Thank you.