Case Study

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.

63% increase in paid traffic

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.

Magento Site

Calls to Action

Mobile Menu


The Results


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.

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.

Increase in Paid Visits
Increase in Total Visits
Increase in Revenue

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 at SafetyBuyer

Digital Marketing Specialists

We are I-COM

Formed in 2004, we have grown to be one of Manchester's largest independent digital marketing agencies.

With a large in-house team of specialists we provide a range of digital services including web designweb developmentdigital marketingSEObrandingcontent marketingPR and outreachsocial media marketing and paid search marketing, we cover every digital marketing need you may have. Call on 0161 402 3170 or use the contact form to get in touch.