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01 / 03 / 2025
Case Study

How a Targeted Digital Strategy Took This IT Firm to the Top

Branding Copywriting Digital Marketing Graphic Design Marketing SEO Web Design Web Development Wordpress

Intraworks has been a go-to IT service provider on Vancouver Island since 1996, helping local businesses tackle technology challenges. Thy’ve built a solid reputation for their expertise in managed IT services, IT support, and cloud solutions—but their website wasn’t telling that story.

Despite nearly 30 years of experience, their digital presence didn’t match their industry credibility. While referrals were strong, their online presence wasn’t pulling in the new business they deserved.

Here’s how our creative agency stepped in to change that with a robust digital marketing strategy.

Refining messaging that resonates with Intrawork’s target audience.

The first step in any digital marketing strategy is understanding who you’re talking to. For Intraworks, we knew their audience needed more than just technical solutions—they wanted trust, reliability, and a partner they could count on. The challenge? Their original brand messaging wasn’t striking the right balance. It leaned too heavily on industry jargon and missed the emotional connection that potential clients needed.

We stripped out the tech-heavy language and focused on simplifying their message with a narrative tone that makes sense. We crafted a brand voice that was professional but approachable, positioning Intraworks as the go-to expert for businesses looking for a smooth, reliable tech experience. This approach laid the foundation for their website and ads, ensuring every touchpoint spoke directly to what their audience cared about.

Optimizing visibility through keyword research and content hierarchy.

Understanding what your potential clients are searching for is critical to driving online traffic. For Intraworks, we conducted a thorough keyword analysis to identify terms that aligned with their services and attracted potential clients. Keywords are selected based on relevance, search volume, and competition. Our digital marketing team targeted both high-traffic terms and long-tail variations to guide users through a smooth online journey.

With keywords in place, we then put together the new website’s information architecture. This involves organizing content in a way that makes it easy for both users and search engines to find the most relevant information fast. By restructuring the site’s navigation and service categories, we improved the user experience while also enhancing the website’s SEO performance, leading to higher rankings and more targeted traffic.

Aligning a visual identity with a professional reputation.
Good web design matters and can be the key difference between visitors bouncing or browsing. Leveraging Intraworks’ existing logo, our web designers refined their brand palette to emphasize professionalism and trust with a rich maroon, paired with complementary gradients. To avoid using stock photography, our design team created custom illustrations in a minimalist line style. This not only reinforced their technological expertise but also ensured a cohesive aesthetic across the website. Custom icons and subtle shadowing added a polished touch while maintaining readability. The result? A site that not only looks sharp but also works as a powerful visual tool to encourage conversions.
Developing a website that converts visitors into leads.

When it comes to your services, your website should act as a virtual sales team, guiding visitors toward the next step. Built on WordPress, Intraworks’ site is fully responsive, ensuring a smooth experience whether users are on desktop or mobile. Our web developers added subtle animated transitions and hover effects to direct attention to key calls to action, like contacting Intraworks or submitting a form.

To boost visibility, our copywriting team wrote SEO-optimized content that aligns with the newly developed brand voice and keyword analysis. The copy guides users on a narrative journey addressing client pain points with clarity and confidence while encouraging visitors to take the next step.

Driving qualified traffic with Google Search Ads.

A thoughtfully-designed website is only effective if your target market can find it. Before the redesign, Intraworks didn’t rank within the top 100 Google results for relevant keywords. Using our chosen keywords, we crafted compelling ad copy that emphasized Intraworks’ reliability, expertise, and approachability—the same attributes showcased throughout their website. This consistency reinforced their brand story at every touchpoint, building trust with users before they even clicked.

By closely monitoring performance metrics, we optimized campaigns to maximize ROI, driving quality leads to the site and complementing the organic traffic generated by our SEO efforts. Together, these tactics created a well-rounded strategy that boosted Intraworks’ online visibility.

The results: Climbing to the top three in search rankings.

In just six months, Intraworks saw a huge shift in their online presence. Organic search clicks rose by 382.39%, and search impressions climbed by 265.99%. With on-page SEO and targeted Google Ads working together, they’re now consistently in the top three search results. This surge in visibility has driven a significant increase in inbound inquiries, positioning Intraworks as the go-to choice for IT services in the region.

Now imagine what we could do for your business.

Whether you’re looking to dominate search rankings, boost engagement, or turn your website into a lead-generating machine, we’re here to help. Reach out today and let’s craft a strategy that takes your business to the next level.