The VAT People

Case Study

The VAT People is a leading customs duty & VAT consultant based in the UK, providing VAT advice and services for accountants & businesses.

The Brief

The VAT People

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.

The Approach

The VAT People

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.

Video Training

Site Testimonials

Google Maps Integration

Banner Design

The Results

The VAT People

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 its 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.

The VAT People are now positioned as a market leader and continue 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.

Conversions from Organic Search
Traffic from Organic Search
Traffic Y-O-Y

We’ve been working with I-COM for over six years, which shows that we’re happy with the work that’s being done and that we’re getting the right results. Through the work I-COM have done for us, they have increased the quality of leads and enquiries we get from potential clients, which means we’ve got a much greater chance of securing new business. We love working with I-COM because it’s minimum fuss, good value for money, they are lovely people to deal with and they deliver great results.

David Miller, Director at The VAT People

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.