• E-Commerce
  • Web Design
  • Web Development
  • PPC
  • Content Marketing

The Client

SafetyBuyer is an e-commerce merchant providing health and safety products to businesses from fire extinguishers and first aid kits to workwear, signs and spill control.

The Brief

SafetyBuyer came to I-COM as a startup looking for an e-commerce website and support with digital marketing and Google Adwords in order to drive the business.

The Approach

I-COM designed a simple, search-friendly e-commerce website using Magento which enabled the client to manage their own on-site work, while putting together an SEO strategy to maximise the limited budget by providing both consultancy on actions that SafetyBuyer could implement themselves and using our own time for off-site and technical work.

At the same time, our PPC team worked closely with SafetyBuyer to setup and manage campaigns on Google Adwords and Google Shopping.

The shift in focus to UX led to a jump in organic visibility which had begun to flatline over time, as well as an even bigger percentage increase in revenue.


Combined with link building efforts, SEO activities and marginal gains consultancy, SafetyBuyer has continued to grow in visibility and revenue producing record results each month:

Total revenue up by 49%
Total transactions up by 45%
Organic traffic up by 33%
Paid visits up by 64%
Total visits up by 50%

Finalist - MEN Best in Tech Awards 2019

Mobile Menu

Calls to Action

Search Friendly Magento Site

Brand styling

SafetyBuyer results

The Outcome

Following our activities, organic traffic increased by 33% and organic revenue increased by 50%.

The improved user experience also enabled I-COM to push PPC, driving a 63% increase in PPC traffic and a 57% increase in revenue from paid search.

Overall, traffic increased by 52%, leading to a 49% increase in revenue.

SafetyBuyer's success was recognised and celebrated when it became a finalist for the MEN 2019 'Best in Tech' E-commerce award.

Visit Website

The improved revenue has enabled SafetyBuyer to invest more back into search marketing, enabling the business to drive additional growth.

I-COM has been truly instrumental in bringing SafetyBuyer online as well as establishing us as a key player within our industry. We operate within a highly competitive market and although I had every faith I-COM’s paid search expertise, I would not have envisioned achieving such consistent success throughout the last few years. I-COM’s activities are at the core of all our digital marketing activity and we see the team as a digital extension of our business. SafetyBuyer would not be the successful brand it is without I-COM’s support.
Ian Rowe
Managing Director, SafetyBuyer