A Global B2B Events & Experiential Agency

This client is a global B2B events and experiential agency working with major international brands across sectors including technology, aerospace and entertainment.

Their work spans immersive brand experiences, trade show activations and corporate events.

The challenge

The client had built a strong reputation through relationships and the quality of its work, but their website was not yet playing a meaningful role in supporting new business. It had limited visibility in search, the technical SEO foundations needed improvement, and the user journey was not fully aligned to lead generation.

In a relationship-led sector like B2B events and experiential, that created a clear opportunity. The business needed a digital presence that could do more to showcase its credentials, communicate its services clearly, and help prospective clients move from interest to enquiry with confidence.

At the outset, the goal for the website was modest, generating one to two qualified leads per year. That reflected the site’s starting position and gave us a clear benchmark for improvement.

The solution

We approached the project as a unified piece of work, combining SEO, UX and conversion thinking from the start. Rather than redesigning the site first and adding SEO later, we built search performance into the foundations of the new website.

SEO-led website redesign

We reworked the site architecture to match how prospective clients search and browse.

Service pages were reorganised based on keyword research and competitor analysis, ensuring the structure reflected real search demand. This also enabled a clearer hub and spoke model, strengthening internal linking and helping both users and search engines navigate the site more effectively.

Content hierarchy was tightened so users could understand the offer faster and move through the site with less friction.

Migration without losing visibility

The move from the old website to the new one needed careful handling.

We mapped legacy URLs, implemented full 301 redirects, and monitored performance closely after launch. That protected existing authority while giving the new site room to perform.

UX and CRO improvements

The site experience was redesigned to help the right visitors find relevant content and take action.

We introduced clearer navigation, a stronger visual hierarchy, better placement of trust-building content, and more purposeful calls to action throughout the journey.

Stronger search performance over time

Once the new site was live on a sound technical footing, organic visibility improved across core service and brand terms.

That gave the client a more reliable inbound channel and helped the website play a far bigger role in pipeline generation.

The results

What started as a site expected to generate one or two leads a year now delivers one to two marketing qualified leads a month.

• 1 to 2 MQLs per month, up from 1 to 2 leads per year.
• Around 45% of all website traffic now comes from organic search.
• Qualified pipeline generated through the website, including opportunities linked to direct and inbound traffic.
• Higher-value direct traffic signals stronger brand recognition, alongside improved search visibility.

The commercial impact goes beyond traffic growth. The website now supports business development in a way it did not before, giving the client a stronger inbound engine alongside its established relationship-led model.

Want to become our next success story? Contact us today to find out how we can support your business.