Industry
Compliance & Risk
Challenge
Conversion rate and quality of leads needed improvement; leads were not well-aligned with key personas; the sales process is long (18 months to 2 years).
Results
Average keyword positions improved by over 10 places (from 47.13 to 36.40). The number of Keywords in the Top 10 rose from 43 to 64. Site Health rose from 62% to 82%.
Key Service
SEO
About Encompass
Encompass is a market-leading RegTech provider in the Know Your Customer (KYC) and Anti-Money Laundering (AML) space. Its award-winning KYC automation software helps organizations streamline client onboarding and meet regulatory obligations through robust, efficient, and compliant due diligence processes. Launched in 2012, Encompass has grown globally, supporting banking, legal, and tech clients across the UK, US, Australia, and Europe.The Challenge
Encompass required a website redesign and reworking of the navigational structure. Although the site was performing fairly well in terms of traffic, the conversion of leads and the quality and alignment of leads with their target audience needed significant improvement. Given the long sales process for their RegTech product (18 months to 2 years), driving more of the right kind of leads was vital.
Solution
IFT collaborated with Encompass's marketing and web development agency to deliver an extensive SEO and inbound strategy that coincided with the new website build.
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Analytical Phase: Conducted extensive industry and competitor research, technical SEO and content audits, and defined a target keyword list of over 200 keywords.
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Structural Work: Helped establish the sitemap/structure and navigational flow, ensuring a balance between design and SEO/CRO considerations. This included suggesting a mega menu overhaul and transforming the resource sections into a dynamic resource centre.
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Content Optimisation: Created and refreshed existing content, optimised content and technical SEO elements, and mapped relevant keywords to main website pages. Created pillar pages for key topics.
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Inbound Campaign: Embarked on a targeted inbound marketing campaign for a key persona, including targeted blogs for each stage of the buyer's journey and a new content offer (ebook) for lead capture.
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Technical Support: Provided technical audit of the old site, an action list for fixing key issues, and ongoing Technical SEO support pre- and post-launch.
The Results
The extensive SEO and content optimization project for Encompass delivered rapid, measurable gains, tracked from pre-launch (June 2021) to January 2022. The implementation led to significant improvements in keyword positioning and site health: the average keyword positions for the 211 tracked keywords jumped by over 10 places, moving from 47.13 to 36.40. The site's health dramatically improved, with Site Health rising from 62% to 82%. Furthermore, the project delivered massive keyword growth:
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The number of keywords ranking in the Top 3 rose from 12 to 28.
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The number of keywords ranking in the Top 10 rose from 43 to 64.
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The team achieved 6 featured snippets for focus keywords during the project, up from 1 pre-launch.
Beyond the general rankings, Encompass successfully established a strong online presence around the concept of Perpetual KYC (pKYC), now ranking #1 for "pkyc" and #4 for "perpetual kyc," solidifying its position as an authority in high-priority industry conversations.
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