Content strategy – cyber security provider

Intersys offers IT support, cyber security and IT consultancy. While comprehensive, its website was suffering from a lack of organisation and its three main services were getting lost among its many minor services. Furthermore, the business ethos and key selling points – expertise, a strong customer service ethos and industry credibility – were, again, getting lost in the detail. Consequently, the site was failing to attract the level of engagement required to move the business forward.

The solution

Our focus was streamlining the website so it provided clearer messages and a better user experience. We undertook the following, working alongside Coast's web developer where required:

• An audit of all current pages on the website and analysis of SEO performance.
• Research to discover competitor best practice.
• Reworking the site structure to arrange services in a logical, user-friendly way.
• Reimagining the site navigation, so the core, most lucrative services were prominent.
• Rewriting content on key pages to ensure USPs came to the fore and calls to action attracted further engagement.
• Developing the tone of voice to reflect the friendly, customer-service ethos.
• Rethinking aspects of the SEO campaign to widen search opportunities and ensure keywords indicated an intent to buy.
• Installing widgets to help the website load faster.

Results

The streamlined website now features an intuitive navigation menu, where users can easily locate services. One of the key factors in improving SEO performance was the introduction of regional landing pages, which helped to capture search volumes in locations where the business had further offices.

The website has levelled up in terms of navigability, organic reach and overall professional tone, helping to attract high-value clients.