Overview
A US IT services firm in managed services, cloud and cybersecurity came to us with a familiar problem: plenty of traffic, almost no pipeline. The capability and the client base were strong, but the site spoke in features while buyers were making decisions on outcomes, and no measurement layer could say which spend produced a qualified opportunity.
The brief was to build one connected engine for high-intent leads, joining go-to-market positioning, technical SEO, paid media and analytics, and to reframe the whole story around what a CIO actually buys.
The challenge
Messaging built for engineers, not buyers
The site led with tools and certifications, not the outcomes a CIO weighs: downtime risk, compliance and predictable cost. Nothing separated the firm from a local MSP.
A weak technical SEO base
Thin service pages, broken internal links between Cloud, MSP and Security, incomplete schema and Core Web Vitals problems that quietly undercut a reliability pitch.
Paid spend chasing the wrong clicks
Google Ads leaned on broad match, LinkedIn ignored job titles and industries, and one message ran across verticals that buy for very different reasons.
Leads that sales could not use
More than 60% of leads came from outside the US target market, forms asked no qualifying questions, and nothing scored a lead by fit or intent.
No way to prove what worked
GA4 tracked no meaningful conversion, so no one could tie an SQL back to the channel, campaign or page that created it.
Our approach
Before proposing anything, we ran a Design Thinking diagnostic alongside the analytics to find where the motion was actually breaking.
- 1
Empathise
read the sales team’s opportunity notes and interviewed its leaders to learn the real triggers, downtime, compliance and cost certainty.
- 2
Define
fixed the ICP on CIOs, CTOs, IT Directors and operations leaders in mid-market and enterprise accounts.
- 3
Ideate
mapped outcome-first messaging, new content clusters and a funnel built around those buyers.
- 4
Prototype
rebuilt service, solution and paid landing layouts to test the new positioning.
- 5
Test
A/B tested headlines, CTAs and forms against SQL volume and quality, not clicks.
What we did
Reframed the message around risk, not tools. Positioning moved from “24/7 monitoring” to “reduce downtime risk by up to 40%”, with the site built around predictable cost, compliance readiness and faster incident resolution. Each vertical got its own proof.
Rebuilt the technical foundation. We restructured the topic hierarchy across Cloud, MSP and Security, repaired internal linking, completed the schema and cleared the Core Web Vitals issues that a reliability buyer notices first.
Made paid spend intentional. Broad match gave way to tight intent, LinkedIn was split by job title and vertical, and every landing page was rewritten to keep the promise its ad made.
Wired up measurement. GA4 and Google Tag Manager were rebuilt to track real conversions and attribute each SQL to its source, with HubSpot lifecycle stages and heatmaps on the pages that decide deals. For the first time the team could see which channels produced sales-ready leads.
The impact
- A predictable inbound pipeline from US mid-market and enterprise accounts.
- Less reliance on cold outbound and generic RFPs.
- A stronger organic presence across Managed Services, Cloud and Cybersecurity.
- Better-qualified demos and strategy calls, which lifted win rates.
- A go-to-market engine the firm can reuse for its next service launch.
“IT decision-makers do not buy technology stacks. They buy reduced risk, operational predictability and compliance confidence.”