Turning disconnected content into a coordinated marketing strategy

Nordens is an accountancy firm based in Essex. The business was producing a substantial amount of content each week and posting across the major social platforms, but wanted to make better use of that activity.

The brand lacked consistency, and content was being published without a clear, joined up strategy. The existing website had a high bounce rate and attracted between 1,800 and 2,500 visitors per month. The firm needed its marketing activity and website to work together more effectively.

We began by getting to know the firm’s departments, services and client offering. This informed a more consistent brand approach and a coordinated communications plan.

We then redesigned the website to reflect the updated identity. With a large volume of information to organise, the focus was on clear customer journeys and search functionality. Team profiles connected employees with the articles they had written, while tools such as tax calculators added practical value for clients.

To support discovery, we optimised website content for search, undertook a backlink project and introduced new content two to three times each week. This connected the redesigned site with an ongoing content strategy.

The original case study reported that website visitor numbers more than doubled following launch, alongside an improvement in the quality of leads generated through the site. The project brought brand, content and website activity into a more coordinated approach.