Allucent × FTA Global

Business impact

We redesigned 4 strategic pages: Homepage, About Us, LucentAI, and Contact Us.

We created 1 new product page as a dedicated destination for LucentAI.

The engagement spanned 5 months, from buyer journey mapping to final Figma delivery.

We established one connected buyer journey, where each page was given a clear role in moving the prospect closer to a conversation.

‍

The challenge

Allucent had grown into a global CRO with more than 30 years of combined experience, 1,300 experts across over 75 countries, and involvement in more than 825 clinical trials.

The business had evolved, but the website still had not. 

The existing experience did not clearly communicate who Allucent was built for, how its services worked together, or why a small or mid-sized biopharma company should choose it over a larger CRO.

Its strongest proof points were present, but they were not being used at the moments when a prospective buyer needed reassurance.

LucentAI, one of the company’s strongest differentiators, had no dedicated page.

The contact experience also sought to serve sponsors, investigators, vendors, media, and job seekers equally, leaving commercial buyers without a clear path forward.

‍

The real problem

A CRO website is not simply a source of information. It is often the first stage of due diligence.

Allucent’s buyers were senior clinical leaders operating with lean teams, tight timelines, and complex programmes. Choosing the wrong CRO could cost them years of progress.

‍

We started with the buyer, not the sitemap

FTA Global began by defining the ideal customer profile.

The primary buyer was a VP of Clinical Operations, Chief Medical Officer, or senior decision-maker at a small- or mid-sized biotechnology company.

They were usually working with limited internal resources and significant scientific, regulatory, and commercial pressure.

Every page was then assigned one clear role in the decision journey.

The homepage would earn attention.

The About Us page would earn trust.

LucentAI would establish differentiation.

The Contact Us page would earn the conversation.

‍

The homepage earned attention

The homepage needed to answer the buyer’s first question immediately.

Is Allucent built for a company like ours?

The new hero positioned Allucent clearly as a full-service global CRO purpose-built for small and mid-sized biopharma companies.

The service experience brought regulatory strategy, clinical pharmacology, and clinical development operations together instead of presenting them as disconnected capabilities.

Therapeutic areas were made easier to identify, enabling buyers to quickly confirm that Allucent understood their disease area.

A LucentAI introduction was also included in the journey to generate interest before the buyer reached the dedicated product page.

The first screen no longer asked visitors to calculate the value themselves.

It gave them a clear reason to continue.

‍

The about us page earned trust

Allucent already had the credentials.

The redesign optimised the presentation of these credentials to be more impactful.

The CEO profile gave the organisation a credible human face, supported by more than 35 years of industry experience.

The merger timeline showed how several specialist organisations had come together to create the unified Allucent brand.

Scale signals were brought forward, including:

• 1,300+ experts
• 75+ countries
• 825+ clinical trials
• 30+ years of combined experience

The Together We SHINE values introduced the culture behind the brand's scientific expertise without weakening the brand's authority.

The page stopped behaving like corporate history.

It became proof that Allucent had the scale, leadership, and experience to manage complex clinical programmes.

‍

LucentAI earned differentiation

LucentAI was embedded across the clinical trial lifecycle, but its role was not visible enough on the website.

FTA Global created a dedicated page that positioned LucentAI as a secure, integrated platform rather than a supporting feature.

Its capabilities were organised across clinical trial delivery, product and regulatory strategy, and productivity.

Named modules such as ExperienceAI, ProductAI, InsightsAI, AlertAI, AuditAI, DesignAI, ServiceAI, and SupplyAI helped buyers understand where the platform created value.

The page replaced a broad AI claim with a more credible one.

The page provided a clear explanation of how the technology supports real clinical work.

‍

The Contact us page earned the conversation

The original contact experience gave equal weight to too many audiences.

FTA Global rebuilt it around the sponsor journey.

The primary form guided prospective buyers using fields such as therapeutic area, location, service interest, and type of enquiry.

Investigators, vendors, and media contacts remained accessible, but they were moved away from the main commercial path.

CDA and NDA upload functionality was introduced to signal readiness for serious discussions.

Global office details were also made visible, giving buyers greater clarity about who they were contacting and where the organisation operated.

The page did not simply collect details.

It helped prepare a more relevant first conversation.

‍

Four pages. One decision journey.

Discovery

The buyer reaches the homepage through search, referral, or direct navigation.

Clear positioning confirms that Allucent is built for a company of their size.

Verification

The About Us page establishes leadership credibility, experience, scale, and cultural alignment.

Differentiation

LucentAI demonstrates how Allucent applies technology across the clinical trial lifecycle.

Conversion

The Contact Us page provides the buyer with a clear way to request a proposal or speak with an expert.

Each page had one purpose.

Together, they formed one connected path from first impression to first conversation.

‍

The outcome

Allucent’s digital presence moved from presenting information to supporting a high-consequence buying decision.

The new experience delivered:

• Clearer positioning for small and mid-sized biopharma companies
• Stronger communication of integrated CRO capabilities
• Better use of leadership, scale, and history as trust signals
• A dedicated platform for LucentAI differentiation
• A more focused sponsor first contact journey
• Greater consistency across the full digital experience

‍

In clinical research, a company’s website is often evaluated before the first call.

This means it must do more than look credible.

It must understand the questions buyers ask, the risks they weigh, and the proof they need before they move forward.

‍