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.
\nThey 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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\n","removeBottomMargin":null},{"__typename":"WpCaseStudy_AcfPagebuilder_PageBuilder_ServiceTextImage","useCustomBackgroundColour":true,"backgroundColour1":"#ffffff","backgroundColour2":"#ffffff","image":{"altText":"I-finity Go To Market Strategy","localFile":{"publicURL":"/static/d444f84fe91412c09f50243f3e0726da/I-finity_go_to_market_strategy.gif","internal":{"mediaType":"image/gif"},"childImageSharp":null}},"imageFocalPoint":null,"imageToFillSpace":null,"label":null,"padding":{"paddingBottom":null,"paddingLeft":null,"paddingRight":null,"paddingTop":null},"removeBottomMargin":null,"text":"For a company the sold itself on its cutting edge websites, it’s own site had been neglected and was starting to look dated.
\nWhen 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.
\nThe 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.
\n","textimagebutton":{"textimagebuttontext":null,"textimagebuttonlink":null}},{"__typename":"WpCaseStudy_AcfPagebuilder_PageBuilder_BasicTextBlock","addDividerLine":null,"removeBottomMargin":null,"text":"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.
\nFor 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.
\nWhen I-Finity first partnered with Edge45®, their low DR of just 19 meant they were invisible amongst the searches that mattered most.
\nAt 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.
\nThat 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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\n","removeBottomMargin":null},{"__typename":"WpCaseStudy_AcfPagebuilder_PageBuilder_BasicTextBlock2col","addDividerLine":null,"removeBottomMargin":null,"text":"To help I-Finity generate more high-quality leads, Edge45® built a joined-up strategy designed for long-term growth, not quick wins.
\nIn a highly competitive software development market, our approach focused on four key pillars:
\nThe first step was aligning SEO directly with I-Finity’s core service strengths: Umbraco Development, Azure Solutions, Geospatial systems, Complex Integrations, and SaaS platforms.
\nFrom 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.
\nThis 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.
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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.
\nTo 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.
\nTo support the shift in positioning and improve conversion performance, I-Finity’s website required significant structural and design changes.
\nEdge45® 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.
\nAt the same time, the improved structure enhanced usability across sections that had evolved over time, driving stronger engagement and supporting continued traffic growth.
\nEdge45® 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.
\n","textimagebutton":{"textimagebuttontext":null,"textimagebuttonlink":null}},{"__typename":"WpCaseStudy_AcfPagebuilder_PageBuilder_BasicTextBlock","addDividerLine":null,"removeBottomMargin":null,"text":"Because I-Finity’s target audience operates in complex, security-conscious environments, trust and reassurance are essential.
\nProspects needed clear evidence that I-Finity had delivered similar solutions before and that security was embedded throughout their approach.
\nEdge45® therefore developed a case study-led strategy that showcased proven delivery across multiple sectors, turning complex challenges into clear, credible proof.
\nThese 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.
\n","removePaddingLeftRight":null},{"__typename":"WpCaseStudy_AcfPagebuilder_PageBuilder_BasicTextBlock","addDividerLine":null,"removeBottomMargin":null,"text":"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.
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This ensured I-Finity was consistently visible when the right searches happened even if those searches were infrequent.
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\nThe migration was so successful that I-Finity published their own case study documenting the project and results.
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\nIn 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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