The migration was so successful that I-Finity published their own case study documenting the project and results.
Read I-Finity's Own Case Study HereSEO Migration and Brand Building with I-Finity
Summary
- Client: I-Finity
- Service: SEO Migration
- Location: York, UK
- Challenge: Update dated website and migrate to new site
- Results: 27% increase in leads
The background
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 and have delivered solutions for Terraflow, Ciné Entreprise, Sodexo Group and the DLVA.
They 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
Turning a Website That Didn’t Sell Into One That Could Win Big Projects
For a company the sold itself on its cutting edge websites, it’s own site had been neglected and was starting to look dated.
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.
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.
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.
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.
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Quick Wins Don't Win
“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
Our Tactics
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
- Positioning I-Finity as a serious contender for complex, high-value projects.
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 the Website
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 as part of the SEO migration project.
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.
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 website 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.
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.
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.
The Results
When I-Finity started working with Edge45®, their website had almost no meaningful search visibility. They ranked for just 19 keywords, many of which were unrelated to their core services and almost none were on page one. Fast forward to today and I-Finity now ranks for over 900 keywords, which includes over 100 page one high-value enterprise ranking terms.
What we achieved
INCREASE IN LEADS
INCREASE IN CONVERSION RATE
INCREASE IN EVENTS PER SESSION
INCREASE IN EVENTS PER SESSION
INCREASE IN RANKED KEYWORDS
INCREASE IN DOMAIN RANKING
Secured Page One Rankings
I-Finity now holds page one visibility for a range of competitive, commercially valuable search terms, including:
- #1 – “Custom software development services”, 1100 SV
- #1 – “Digital transformation services”, 900 SV
- #1 – “Software development services”, 800 SV
- #1 – “.NET development services”, 200 SV
- #1 – “React development services”, 200 SV
These rankings positioned I-Finity in front of the exact audience they wanted: organisations searching for complex, enterprise-grade delivery.
Improved Niche Search Visibility
Alongside competitive terms, I-Finity also needed visibility for specialist searches where volume is low but the commercial upside is huge. This strategy has delivered strong page one visibility for niche, high-intent terms such as:
- #1 for “SaaS Consultant” (70 SV)
- Page one for “Azure Specialist” (50 SV)
- Page one for “Umbraco CMS System” (50 SV)
- Page one for “Azure Cloud Support Specialist” (30 SV)
This ensured I-Finity was consistently visible when the right searches happened even if those searches were infrequent.
Increased Leads and Conversion Rates
The website migration was a pivotal moment in the partnership, allowing I-Finity to modernise their brand, restructure the site, and improve conversion performance without sacrificing organic momentum. The results were significant:
- 169% increase in conversion rate post-migration
- 275% increase in leads YoY post-migration
- 150% increase in leads in 2025 vs 2024
- 36% increase in engagement time
- 57% increase in events per session
“The website growth and leads we’ve been seeing are very positive, we look forward to continuing this growth in 2026. Thank you for the continued partnership and collaboration, it’s such a positive experience working with you all.”
A Partnership That’s Created Opportunities on Both Sides
Over four years, the relationship between Edge45® and I-Finity has grown beyond a typical supplier-client arrangement.
As part of our commitment to partnership, Edge45® has introduced I-Finity to organisations such as Graphnet Health and AdvT Group, where both teams have collaborated on complex website and SEO migration projects.
In return, I-Finity have introduced Edge45® to organisations including PayPoint and South of Scotland Enterprise (SOSE), with further opportunities continuing to develop.
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A Partnership Cemented in Trust
Five years on, this partnership is proof of what happens when an agency genuinely cares about relationships and not just deliverables. We’re proud of our results for I-Finity and even prouder of the collaboration built with them over time. We’re excited for what the future holds next.
Colm Docherty, Founder, Edge45®
