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AI Summary
PayEscape, a UK provider of cloud-based payroll, HR and time & attendance software and services, engaged Pull The Pin (PTP), a B2B digital marketing agency, to build a new website and establish SEO as a growth channel. PayEscape had previously done little digital marketing and almost no SEO. PTP first supported a website migration, preserving existing search equity and rankings, then developed and executed an SEO strategy and a blog content programme designed to reach prospects earlier in the buying journey, with performance tied to revenue. Results: SEO generated over £140,000 in revenue; website visits from SEO grew 14% year on year; the site reached 1.34 million impressions in 12 months, 279,000 of them from blog content; and PayEscape ranked for 838 keywords worldwide and 415 in the UK, including 75 in Google's top 20.
Challenge
PayEscape came to PTP looking for a new agency to build a new website, one that would actually turn online activity into conversions. The site was there, the product was strong, but the traffic wasn't converting into enough enquiries or customers.
Underneath that sat a bigger gap. PayEscape hadn't previously done much digital marketing, and almost nothing on SEO. So while the business had a clear proposition, simplified cloud payroll, HR and time management for UK companies, organic search was doing next to nothing to bring the right people in. A whole acquisition channel was sitting untapped.
There was also a technical layer to get right. The new website meant a migration, and that migration needed to carry across whatever search equity and rankings PayEscape already had. Lose that, and any SEO strategy would be starting from behind rather than building on solid ground.
So the brief ran on two levels. Build and migrate the site without losing existing equity, then stand up an SEO strategy from close to a standing start and make it pull real commercial weight.
Approach
We treated this as one connected job, not two separate ones. The migration and the SEO strategy had to be designed together, because the decisions made during the move would shape how far the site could grow afterwards.
First, protect the foundations. Before the switch, we made sure existing equity and rankings were accounted for, so authority carried across to the new site rather than draining away. A migration handled properly is the difference between growing from where you are and starting again.
Then, build the channel. With almost no SEO history to lean on, the plan was to grow organic search deliberately: research the terms PayEscape's audiences actually use, target them across the site, and open up a content programme that captured people earlier in their buying journey, before they were ready to search for a payroll provider by name.
Running through all of it was one principle. Tie SEO to revenue, not just to traffic. We wanted to know what organic search was worth to the business, not simply how many people it brought to the site.
Solution
We supported the site migration end to end, carrying equity and rankings across to the new website so the SEO work could build on a stable base.
With that secure, we developed and executed the SEO strategy. On-page and technical improvements made the site easier to find and rank. Keyword targeting covered both the UK, PayEscape's core market, and worldwide search demand. Steadily, the site started ranking for terms that mattered, 838 keywords worldwide, 415 in the UK, with 75 UK keywords pushing into the top 20 of Google.
Alongside the core pages, we built a blog content programme. This did a specific job: reaching people earlier in the conversion funnel, when they were researching payroll, HR and time management challenges rather than shopping for a supplier. That content now drives 279,000 impressions on its own, feeding the top of the funnel and warming audiences long before they convert.
Throughout, we kept the work tied to commercial outcomes, tracking SEO's contribution to revenue so its value was visible, not assumed.
Results
- They have generated £140K+ of revenue with SEO
- Website visits from SEO have increased 14% YOY
- They’ve hit 1.34M impressions in the last 12 months
- 279,000 of which are driven from blog content, capturing people earlier on in the conversion funnel
- Ranking for 838 keywords worldwide
- 415 keywords ranking in the UK, with 75 ranking in the top 20 of Google
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