Reimagined
Virtual IT Group
Acted as their Virtual Head of Marketing, led new website concept and identity
Year :
2024
Industry :
IT services
Client :
Virtual IT Group
Project Duration :
40 weeks
Situation
I’d been VITG’s virtual head of marketing for three years when we hit a moment that was impossible to ignore: the business had levelled up fast, but the website hadn’t.
VITG wasn’t the “small MSP with a decent site” anymore. They’d grown hard, acquired multiple businesses, expanded capabilities, and started showing up in bigger conversations. The site still looked and read like the old chapter - and it was quietly sabotaging credibility, SEO performance, and conversion intent.
This wasn’t a “let’s make it prettier” project. This was the platform the business would be judged on before anyone spoke to sales.
Challenge
There were three problems to solve at once:
First - the brand didn’t match the business. If you’re trying to sit in the same space as serious players, you can’t show up looking like a leftover template.
Second - the site structure wasn’t built for how people actually buy. VITG had multiple audiences (decision-makers, IT managers, ops leaders) and multiple solutions, but the journey didn’t guide anyone cleanly from “curious” to “ready to talk”.
Third - SEO was becoming a core growth channel, and the existing site wasn’t giving Google much to work with. It needed a better information architecture, better intent coverage, better on-page foundations, and content that earned attention.
Also - we had to do all of this without turning the site into a “busy tech mess”. Modern and high-tech, yes. No one wants to read a wall of acronyms.
Solution
I led the whole thing end-to-end and ran it like a proper programme, not a design sprint. I coordinated a team of web developers, SEO specialists, copywriters and designers, and kept the work anchored to one simple idea:
Make it feel enterprise, rank like a weapon, and convert like it means it.
We started with strategic planning so the site wouldn’t be built backwards. We mapped:
the key audiences and what they needed to see to trust VITG
the search intent clusters worth winning
the conversion paths that didn’t rely on a single “contact us” button doing all the heavy lifting
From there, the delivery was layered:
Brand refresh
The visual identity had to catch up to the business. The brand refresh pulled forward what was already recognisably VITG, then sharpened it into something more confident and current - updated logo direction, refined palette, custom iconography, and a style guide that could scale across assets, campaigns, and future acquisitions.
Website concept and design
We explored three homepage directions early to land the right vibe fast. Then we used modern interaction and subtle animation to create that “this is a serious, contemporary business” feeling without clutter. The rule was: if an element doesn’t add clarity or momentum, it doesn’t ship.
SEO and copy
This is where the site started earning its keep. We ran audits, built keyword strategy, and rewrote core pages from scratch so every major capability had a real chance to rank. The copy was written to do two jobs at once:
explain complex services cleanly
build trust quickly for people who are researching quietly before they ever convert
Development and optimisation
The dev work wasn’t just “build the pages”. It was performance, responsiveness, security, technical SEO hygiene, testing, and ongoing maintenance so the thing stayed fast and healthy instead of slowly decaying over time.
This is also where the “credible journey” pieces came in hard - case studies, people photography, proof points, and the right supporting content so the site didn’t feel like claims floating in space.
Outcome
The rebuild gave VITG a site that finally matched where the business had landed - and it performed like it.
Here are the results we tracked and celebrated:
Organic became noticeably stronger, not just bigger. We saw a 100% increase in engaged sessions from organic traffic, with a 63% engagement rate from organic (which was 23% higher than site average). That’s not people bouncing. That’s people actually reading.
Visibility improved meaningfully too. Search performance lifted from 753k impressions to 920k impressions, and clicks increased from 6.2k to 8.3k, with CTR moving from 0.8% to 0.9%. Small CTR lifts matter when your reach is that size.
On the site performance side, we kept speed in check through deliberate ongoing work, hitting speed: 91/100 (and maintaining it through monthly maintenance).
And on the headline outcomes the rebuild was built for:
first-page Google results achieved for key pages
+25% site speed
+180% lead gen
The biggest win though was simple: VITG ended up with a site they could confidently send anyone to - prospects, partners, candidates - without needing to “explain it first”.
More Projects
Reimagined
Virtual IT Group
Acted as their Virtual Head of Marketing, led new website concept and identity
Year :
2024
Industry :
IT services
Client :
Virtual IT Group
Project Duration :
40 weeks
Situation
I’d been VITG’s virtual head of marketing for three years when we hit a moment that was impossible to ignore: the business had levelled up fast, but the website hadn’t.
VITG wasn’t the “small MSP with a decent site” anymore. They’d grown hard, acquired multiple businesses, expanded capabilities, and started showing up in bigger conversations. The site still looked and read like the old chapter - and it was quietly sabotaging credibility, SEO performance, and conversion intent.
This wasn’t a “let’s make it prettier” project. This was the platform the business would be judged on before anyone spoke to sales.
Challenge
There were three problems to solve at once:
First - the brand didn’t match the business. If you’re trying to sit in the same space as serious players, you can’t show up looking like a leftover template.
Second - the site structure wasn’t built for how people actually buy. VITG had multiple audiences (decision-makers, IT managers, ops leaders) and multiple solutions, but the journey didn’t guide anyone cleanly from “curious” to “ready to talk”.
Third - SEO was becoming a core growth channel, and the existing site wasn’t giving Google much to work with. It needed a better information architecture, better intent coverage, better on-page foundations, and content that earned attention.
Also - we had to do all of this without turning the site into a “busy tech mess”. Modern and high-tech, yes. No one wants to read a wall of acronyms.
Solution
I led the whole thing end-to-end and ran it like a proper programme, not a design sprint. I coordinated a team of web developers, SEO specialists, copywriters and designers, and kept the work anchored to one simple idea:
Make it feel enterprise, rank like a weapon, and convert like it means it.
We started with strategic planning so the site wouldn’t be built backwards. We mapped:
the key audiences and what they needed to see to trust VITG
the search intent clusters worth winning
the conversion paths that didn’t rely on a single “contact us” button doing all the heavy lifting
From there, the delivery was layered:
Brand refresh
The visual identity had to catch up to the business. The brand refresh pulled forward what was already recognisably VITG, then sharpened it into something more confident and current - updated logo direction, refined palette, custom iconography, and a style guide that could scale across assets, campaigns, and future acquisitions.
Website concept and design
We explored three homepage directions early to land the right vibe fast. Then we used modern interaction and subtle animation to create that “this is a serious, contemporary business” feeling without clutter. The rule was: if an element doesn’t add clarity or momentum, it doesn’t ship.
SEO and copy
This is where the site started earning its keep. We ran audits, built keyword strategy, and rewrote core pages from scratch so every major capability had a real chance to rank. The copy was written to do two jobs at once:
explain complex services cleanly
build trust quickly for people who are researching quietly before they ever convert
Development and optimisation
The dev work wasn’t just “build the pages”. It was performance, responsiveness, security, technical SEO hygiene, testing, and ongoing maintenance so the thing stayed fast and healthy instead of slowly decaying over time.
This is also where the “credible journey” pieces came in hard - case studies, people photography, proof points, and the right supporting content so the site didn’t feel like claims floating in space.
Outcome
The rebuild gave VITG a site that finally matched where the business had landed - and it performed like it.
Here are the results we tracked and celebrated:
Organic became noticeably stronger, not just bigger. We saw a 100% increase in engaged sessions from organic traffic, with a 63% engagement rate from organic (which was 23% higher than site average). That’s not people bouncing. That’s people actually reading.
Visibility improved meaningfully too. Search performance lifted from 753k impressions to 920k impressions, and clicks increased from 6.2k to 8.3k, with CTR moving from 0.8% to 0.9%. Small CTR lifts matter when your reach is that size.
On the site performance side, we kept speed in check through deliberate ongoing work, hitting speed: 91/100 (and maintaining it through monthly maintenance).
And on the headline outcomes the rebuild was built for:
first-page Google results achieved for key pages
+25% site speed
+180% lead gen
The biggest win though was simple: VITG ended up with a site they could confidently send anyone to - prospects, partners, candidates - without needing to “explain it first”.
More Projects
Reimagined
Virtual IT Group
Acted as their Virtual Head of Marketing, led new website concept and identity
Year :
2024
Industry :
IT services
Client :
Virtual IT Group
Project Duration :
40 weeks
Situation
I’d been VITG’s virtual head of marketing for three years when we hit a moment that was impossible to ignore: the business had levelled up fast, but the website hadn’t.
VITG wasn’t the “small MSP with a decent site” anymore. They’d grown hard, acquired multiple businesses, expanded capabilities, and started showing up in bigger conversations. The site still looked and read like the old chapter - and it was quietly sabotaging credibility, SEO performance, and conversion intent.
This wasn’t a “let’s make it prettier” project. This was the platform the business would be judged on before anyone spoke to sales.
Challenge
There were three problems to solve at once:
First - the brand didn’t match the business. If you’re trying to sit in the same space as serious players, you can’t show up looking like a leftover template.
Second - the site structure wasn’t built for how people actually buy. VITG had multiple audiences (decision-makers, IT managers, ops leaders) and multiple solutions, but the journey didn’t guide anyone cleanly from “curious” to “ready to talk”.
Third - SEO was becoming a core growth channel, and the existing site wasn’t giving Google much to work with. It needed a better information architecture, better intent coverage, better on-page foundations, and content that earned attention.
Also - we had to do all of this without turning the site into a “busy tech mess”. Modern and high-tech, yes. No one wants to read a wall of acronyms.
Solution
I led the whole thing end-to-end and ran it like a proper programme, not a design sprint. I coordinated a team of web developers, SEO specialists, copywriters and designers, and kept the work anchored to one simple idea:
Make it feel enterprise, rank like a weapon, and convert like it means it.
We started with strategic planning so the site wouldn’t be built backwards. We mapped:
the key audiences and what they needed to see to trust VITG
the search intent clusters worth winning
the conversion paths that didn’t rely on a single “contact us” button doing all the heavy lifting
From there, the delivery was layered:
Brand refresh
The visual identity had to catch up to the business. The brand refresh pulled forward what was already recognisably VITG, then sharpened it into something more confident and current - updated logo direction, refined palette, custom iconography, and a style guide that could scale across assets, campaigns, and future acquisitions.
Website concept and design
We explored three homepage directions early to land the right vibe fast. Then we used modern interaction and subtle animation to create that “this is a serious, contemporary business” feeling without clutter. The rule was: if an element doesn’t add clarity or momentum, it doesn’t ship.
SEO and copy
This is where the site started earning its keep. We ran audits, built keyword strategy, and rewrote core pages from scratch so every major capability had a real chance to rank. The copy was written to do two jobs at once:
explain complex services cleanly
build trust quickly for people who are researching quietly before they ever convert
Development and optimisation
The dev work wasn’t just “build the pages”. It was performance, responsiveness, security, technical SEO hygiene, testing, and ongoing maintenance so the thing stayed fast and healthy instead of slowly decaying over time.
This is also where the “credible journey” pieces came in hard - case studies, people photography, proof points, and the right supporting content so the site didn’t feel like claims floating in space.
Outcome
The rebuild gave VITG a site that finally matched where the business had landed - and it performed like it.
Here are the results we tracked and celebrated:
Organic became noticeably stronger, not just bigger. We saw a 100% increase in engaged sessions from organic traffic, with a 63% engagement rate from organic (which was 23% higher than site average). That’s not people bouncing. That’s people actually reading.
Visibility improved meaningfully too. Search performance lifted from 753k impressions to 920k impressions, and clicks increased from 6.2k to 8.3k, with CTR moving from 0.8% to 0.9%. Small CTR lifts matter when your reach is that size.
On the site performance side, we kept speed in check through deliberate ongoing work, hitting speed: 91/100 (and maintaining it through monthly maintenance).
And on the headline outcomes the rebuild was built for:
first-page Google results achieved for key pages
+25% site speed
+180% lead gen
The biggest win though was simple: VITG ended up with a site they could confidently send anyone to - prospects, partners, candidates - without needing to “explain it first”.