Specialist VAT and Customs Duty consultants, VAT People, commissioned I-COM to create a bespoke digital marketing campaign to improve their search visibility and build brand awareness. They had done some digital marketing previously, but had over time, lost ground to competitors through not keeping up to date with the changing requirements of a search marketing campaign.
As VAT is such a complex subject, the website needs to present information in a very simple way in order to help visitors understand the services and the reasons for choosing The VAT People. While ensuring that the site is clear and easy to use, we also had to reinvigorate the marketing for the site, which hadn’t been updated to reflect changes in the industry.
Since the launch of the new VAT People site, I-COM has focused on improving the quality of the site content and the overall user experience as well as raising brand awareness through PR and outreach. We have worked to improve calls to action, simplify forms and help users find the information they require more quickly as well as to render the information on the site more clearly on mobile devices. By improving the usability of the website and building more links and citations to raise the profile of the brand, organic search visibility has also grown.
Our work for the VAT People has helped to position the company as a leading authority in the VAT consultancy industry, ensuring the VAT People brand is trusted by their customers. We have also enabled them to use the web as a good source of leads which has helped to make the business more profitable.
I-COM has positioned VAT People as a market leader and continues to grow their online presence through content creation, thought leadership and PR.
I-COM’s work has led to a 112% increase in traffic year-on-year and a 271% increase in traffic from organic search. The increase in traffic has driven a 45% increase in goal conversions from all sources and a 636% increase in goal conversions from organic search.