ICT

Bringing in more of the right website traffic.

An ICT provider had steady website traffic, but much of it was too broad to lead anywhere. The company offered Microsoft 365, managed IT, connectivity and private LTE, yet the website presented them as separate products, and visitors couldn’t easily tell which one fitted their situation. Over eight months we sharpened the content strategy, rewrote the main service pages and built campaigns around the problems sales was hearing about every week.

8 months · SEO · Content · Campaigns · Landing pages

THE RESULTS

+54%

qualified website traffic

+37%

organic visits to priority service pages

+28%

engaged sessions on commercial content

+21%

enquiries from priority pages

The challenge.

A broad offer, a scattered story.

Microsoft 365, managed IT, connectivity, private LTE, security and support. The website listed them all, but rarely linked them to why a customer would start looking.

Different problems, same page.

A facilities manager with poor coverage in a warehouse and an IT manager struggling with Microsoft 365 both ended up on the same general pages.

Traffic that led nowhere.

Some pages ranked for broad technology terms. They brought visits, but very little commercial activity.

Features first, situations missing.

Services were explained through specs, and there was almost no content about the situations that lead to a sales conversation.

How we approached it.

We looked at traffic, search terms and the service pages, and sat down with sales to hear which questions customers ask most. That gave us a clear list of situations the website needed to cover.

Write about real buying situations

We swapped generic IT topics for the decisions that lead to a sales call. When to outsource IT management. Connectivity for businesses with several sites. Private LTE for warehouses. Getting a sprawling Microsoft 365 setup back under control.

Rewrite the service pages

Each priority page now starts with the problem it solves, then who it’s for, what’s included and when to get in touch. The private LTE page, for example, used to open with network architecture. Now it opens with the warehouses and production sites where Wi-Fi isn’t enough.

Talk to the specialists

We interviewed engineers, service managers and account managers. What do customers ask? Where do companies usually go wrong? When is a private network overkill? Their answers went into articles, landing pages, FAQs and campaign copy, so the content sounds like it comes from people who do the work.

What we focused on.

Once the foundation was there, we got stricter about which traffic was worth having and what visitors should do next.

Commercial SEO

A keyword only became a priority if the person searching could realistically become a customer. Volume alone wasn't enough.

One problem per landing page

Campaigns lead to pages about one issue, like connectivity across several sites or private LTE for industrial locations.

Specific next steps

"Contact us" made way for buttons like "Review your connectivity" and "See whether private LTE fits your site".

Reporting on quality

We tracked which topics and pages brought in visitors who mattered commercially, instead of reporting total traffic.

The outcome.

Traffic

+54% qualified traffic

Measured as visits to the service pages that matter commercially, with the biggest growth around managed IT, Microsoft 365, connectivity and private LTE.

Website

Visitors find their situation

Same services, presented differently. People now recognise their own problem sooner and move to the right service faster.

Content

A better question to plan with

The team stopped asking "what should we write about this month?" and started asking "what is a customer trying to solve, and how do we help?"

More use cases.

Different industries, same idea. The right marketing, not more marketing.

RADIO & PRIVATE LTE

How one trade show became 19 qualified sales meetings

Pre-booked meetings, focused stand conversations and fast follow-up that turned one trade show into 19 qualified meetings.

MANAGED SECURITY

Cutting wasted LinkedIn spend and bringing in better security leads

A tighter LinkedIn audience and a NIS2 readiness checklist that cut the cost per lead by 28%.

Your company

Could yours be next?

Got a product that deserves more attention? Let’s write the next use case together.

More useful traffic, not just more traffic.

When an ICT company offers a lot of services, visibility only helps if the right people can see where you fit. That’s what this project was about. Tell us where you want to be and one of us will get back to you personally.