From Source Code to Source of Leads

I-Finity Associates are a York-based web and software development agency focused on building robust, scalable digital solutions for global enterprise level organisations. With Azure at the core of their secure service offering, they create secure SaaS platforms, complex data layers, and increasingly, high-value system integrations. Alongside Umbraco development and GIS solutions, they’re trusted for specialist projects where security and performance matter.

Growing Beyond Partnerships and Becoming Visible to Enterprise Buyers

I-Finity Associates have a strong track record of delivering exceptional results, underpinned by long-standing partnerships and referral-driven growth. However, to support their long-term ambitions, they needed to build a more scalable organic strategy and establish a stronger, more reliable new business pipeline.

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Hands-On. All-In

“We’d never worked with a digital marketing agency before, but we knew we needed more than a supplier. We needed a partner, someone who would be hands-on, get to know us inside and out, and act as an extension of our in-house team.”

Mandy Huntington, Chief Commercial Officer, I-Finity Associates

Breaking Into a SERP Dominated by Tech Giants

To attract the right calibre of work, I-Finity needed to rank for highly competitive, enterprise-level search terms in a sector dominated by huge players like [INSERT COMPETITORS]
For example, the term “Umbraco CMS system” is searched for around 500 times per month, but the average Domain Ranking (DR) of sites already on page one for the term was 73.
When I-Finity first partnered with Edge45, their low DR of just 19 meant they were invisible amongst the searches that mattered most.

Winning the High-Value Niche Searches That Only Happen Occasionally

At the same time, many of I-Finity’s ideal projects weren’t driven by high search volume, they were driven by high intent.
Some niche searches might only happen a handful of times each month, but winning just one could represent hundreds of thousands of pounds in project value.
That meant we needed I-Finity to be visible not just in competitive searches, but also in specialist terms where the opportunity was huge like “SaaS consultancy” (30 monthly searches) and where I-Finity now ranks #2 nationally.

Turning a Website That Didn’t Sell Into One That Could Win Big Projects

The SEO challenge is only half the battle.

Even when users landed on the site, it wasn’t converting. The messaging lacked a clear narrative, and the imagery leaned too heavily on local themes creating an underwhelming and confusing impression. The site didn’t quickly communicate who I-Finity were, what they offered, or their expertise across specialist sectors. Despite working with impressive clients, this credibility wasn’t being showcased and in a crowded market, that had to change.

From a Standing Start to National and International Visibility

With a DR of 19 and visibility for just 19 unrelated keywords, none of which were on page one, the challenge was significant.
In short, I-Finity needed to transition from a local presence built primarily on relationships to a scalable digital presence, one capable of generating high-quality inbound leads and positioning them as a leading web and software development partner for enterprise-level clients.

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Having seen the success an indirect competitor, Netsells, had achieved with Edge45®, I-Finity reached out to explore whether a similar approach could work for them. They were looking for an agency with the technical depth, consultative mindset, and empathetic approach needed to give them the confidence to take that next step.

Exploring Growth Options Without Losing Focus

As a small, family-run business with big ambitions, I-Finity knew they needed to be visible for the right searches and have a website that clearly reflected their expertise, credibility, and the complexity of the work they deliver. They had however, always been cautious about working with an external marketing agency as they were highly protective of their brand and messaging.

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Publish And Pray Doesn’t Pay

“What attracted us to Edge45 wasn’t simply the promise of improved rankings. It was the way they approached the sales process with care and consideration, reassuring us they were focused on building a long-term partnership based on trust, not just delivering a short-term service.”

Ross Huntington, Chief Technology Officer, I-Finity Associates
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The Solution

Turning Search Into a Reliable Source of Serious Opportunity

1

A Long-Term Strategic Partnership Driving Exceptional Growth

To help I-Finity generate more high-quality leads, Edge45® built a joined-up strategy designed for long-term growth, not quick wins. In a highly competitive software development market, our approach focused on four key pillars: increasing visibility, strengthening credibility, improving conversion performance, and positioning I-Finity as a serious contender for complex, high-value projects.

Turning Search Into a Reliable Source of Serious Opportunity

The first step was aligning SEO directly with I-Finity’s core service strengths: Umbraco Development, Azure Solutions, Geospatial systems, Complex Integrations, and SaaS platforms.

From there, we built a content ecosystem designed to attract the right audience at every stage of the buying journey, combining dedicated service pages, insight-led content that addressed real-world queries, and sector-focused case studies. This was supported by a strategic outreach and PR programme to strengthen authority and position I-Finity as a credible thought leader in their specialist fields.

Transforming a Website Into a Sales Asset

A strong SEO strategy alone wouldn’t solve the problem. To turn visibility into opportunity, we also needed to improve conversion performance and encourage high-intent prospects to engage.

To improve lead quality and enquiry rate, we carried out a conversion-focused review of the site experience to address the core barriers that were stopping enterprise prospects from engaging, trusting, and taking action.

The result was a clearer narrative, stronger messaging, improved credibility, and a more structured journey designed to guide high-intent visitors toward enquiry.

Working closely with I-Finity, we optimised the existing framework before making the strategic recommendation to redesign and rebuild the website, ensuring it could properly support their next phase of growth.

Rebuilding the Platform Without Resetting the Progress

To support the shift in positioning and improve conversion performance, I-Finity’s website required significant structural and design changes.

Edge45® led a carefully managed migration that included the implementation of a new navigation structure. The priority was to retain existing visibility while creating the opportunity for further ranking growth. At the same time, the improved structure enhanced usability across sections that had evolved over time, driving stronger engagement and supporting continued traffic growth.

Proving Capability Through a Case Study-Led Go-To-Market Strategy

Because I-Finity’s target audience operates in complex, security-conscious environments, trust and reassurance are essential. Prospects needed clear evidence that I-Finity had delivered similar solutions before and that security was embedded throughout their approach. Edge45® therefore developed a case study-led strategy that showcased proven delivery across multiple sectors, turning complex challenges into clear, credible proof.

These assets didn’t just strengthen the website, they became central to a wider go-to-market strategy. Used as powerful sales enablement tools, they were distributed across key B2B channels, including LinkedIn, increasing visibility for core services while engaging decision-makers directly.

Four Years of Partnership. Compounding Results.

For I-Finity’s enterprise audience, trust is everything and trust is built through proof. Edge45® worked with I-Finity to develop a case study-led content strategy anchored around their core service pillars. Supported by consistent insight-led content and regular distribution, this approach strengthened credibility, kept messaging current, and positioned I-Finity as a proven partner for complex, high-value delivery.

By working together over the last four years, we’ve been able to continuously strengthen I-Finity’s visibility, authority, and conversion performance, compounding results over time and building a digital presence that reflects the scale, complexity, and quality of the work they deliver.

Numbers Don't Lie
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INCREASE IN PPC REVENUE
REDUCTION IN PPC COSTS
INCREASE IN AVERAGE ORDER VALUE

“The website growth and the leads we have been seeing are very positive and we look forward to continuing this growth in 2026. We wanted to take the time to thank your entire team who work across our website and LinkedIn assets. Thanks for the patience and continued efforts on keeping things moving.

“Also thank you for the continued partnership and collaboration we have between both our agencies, it’s such a positive experience working with you all when we undertake web projects together.”

From Local Reputation to a Scalable Go-To-Market Engine

What began as a challenge around visibility and lead generation has evolved into a fully functioning go-to-market strategy. By aligning search visibility, website performance, and proof-led content with I-Finity’s commercial ambitions, Edge45® has helped transform their website into a consistent source of high-quality, enterprise-level opportunities. The result is not just growth in rankings or leads, but a scalable digital platform that supports long-term brand credibility, partnership development, and continued expansion into more complex, high-value markets.

“Five years on, this partnership is proof of what happens when an agency genuinely cares about the relationship and not just the deliverables. We’re proud of our results for I-Finity and even prouder of the collaboration we’ve built with them over time where we find ourselves working together on joint web and marketing projects. We’re excited for what the future holds next.

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