NB: Confidentiality agreements prevent us from naming this client.

Brief

Boost online client acquisition with highly optimised SEO landing pages, targeted towards specific audiences & products

The Resident-non-Domiciled, Offshore and Expat micro-site projects were part of an overall strategy by a global International wealth management group, specifically aimed at targeting prospective customers who live outside of the UK. The main objective for this project was to drive new customers, who live outside of the UK, to access this information through increased Search engine visibility, optimization via SEO keywords thus encouraging the uptake and acquisition of new clients through the products and services available to these profile groups. A secondary objective was to reduce the Cost Per Acquisition (CPA) of new prospects to the business via the internet.

Strategy & execution

It was our recommendation each of the micro sites should have their own Search Engine Optimisation (SEO) strategy for achieving the main objectives and that they should focus on the different needs of the target audiences; for example, International Banking or Offshore Investments. Each respective page within the micro sites was built and written to contain copy relating to the specific target audiences, with a strong focus on SEO keywords in order to achieve higher search engine ranking. A secondary focus was to drive increased use of Call To Actions (CTA) enticing the user to apply for a product/service. By combining bespoke keyword focused copy tailored to each of the micro sites needs and their audiences, we paired this with a new design and visual treatment in line with the overall brand so that they would act as a set of consistent micro sites.

Results

Since all 3 of the sites were release in Q3 2009, all have consistently climbed in the rankings scores against 6 of their main financial competitors across the main search engines.