Impact Executives

Website, search & newsletter

www.impactexecutives.com

Requirements

Our ability to deal with an international client base is exemplified by our work with Impact Executives. The company is part of the Harvey Nash group, which boasts 30 offices across America, Asia and Europe. Impact Executives required a new website to promote its business consultancy services. If a high profile corporation requires an interim manager, we had to make Impact Executives the first choice. Our online marketing campaign is focused on improving Impact Executives' organic search engine positioning. After 11 months, we saw a 14-fold increase in organic traffic and doubled the yield from Google AdWords.

Analyse

We thoroughly reviewed Impact Executives' existing website and those of competitors, analysing their content, usability, navigation and design. We then identified two segments of website users - 'client' and 'candidate' - following research into the target audience's demographics. Impact Executives' clients include the chief executives of major organisations such as Nationwide, BAA Heathrow and the NHS. So it was crucial to identify a route in which they could request a call back in as few clicks as possible.

Plan

Our work for Impact Executives provides a great example of the planning stage. Search engine optimisation (SEO) began with the identification of 1000 potential key phrases to target. Through the use of an information architecture (IA) diagram and an SEO map, we refined the list to 28 primary phrases.

Create

The key phrases selected in the planning stage were incorporated into the site's layout and content. Visitors to the new site - whether clients or candidates - were met with a far more user-friendly interface. And, as a result of our organic marketing campaign, 43% of the primary key phrases now rank on page one of Google.

Promote

The Impact Executives website is targeted specifically at blue-chip clients looking for an interim manager. Organic visits from 'interim management' searches have increased by 120%. Their visibility in search engines is aided by content development and viral marketing.

Optimise

But it doesn't end there. We reviewed user interaction six months into the campaign. This enabled us to identify further areas in which we could improve usability and conversions. After we redesigned the home page and optimised the contact forms, the conversion rate increased by 45%.