Redesign to results:
Safecall.
Website redesign, PPC management, A/B testing and social media strategy that grew organic traffic by 145%, dropped cost per conversion by 36%, and grew social following by over 1,000%.
- WHO — Safecall
- WHAT — Website Redesign, UX Improvement, A/B Testing, Social Media Strategy, SEO, PPC & Google Ads Management
- WHEN — November 2019 – February 2022
- WHERE — Sunderland
- HOW — Redesign, A/B testing, social growth strategy
PPC that
actually converts.
We managed Safecall's Google Ads across UK, EU, and UAE search campaigns. In August 2019 alone: 33 conversions from 19,538 impressions at just £68.07 per conversion. That was down 36% on the month before. Mobile drove over 60% of all conversions, with 11 calls from ads and 9 form submissions.
- 19,538 impressions, 1,254 clicks, 6.42% CTR
- 33 conversions at £68.07 CPA (−36% MoM)
- UK Search: 7.58% CTR, 30 conversions
- EU & UAE campaigns running in parallel
- Mobile dominant: 60%+ of all conversions
New Modules &
User Flow Optimisation.
In 2021 we designed and built new website modules and optimised user flows to improve engagement and conversions. SEO and Adword campaign management continued to drive organic growth, delivering a 145% increase in organic traffic and a 38% rise in overall traffic.
- New module design and implementation
- User flow optimisation across key journeys
- SEO and Adword campaign management
- +145% organic traffic, +38% overall traffic
- -23% bounce rate
Website Redesign &
A/B Testing.
The foundation work focused on a complete website redesign with rigorous A/B testing. Conversion rate improved from 2.15% to 5.87% — a 173% increase — while bounce rate dropped by 22% and enquiries grew by 10.25%.
- Complete website redesign
- Conversion rate: 2.15% → 5.87% (+173%)
- Bounce rate reduced by 22%
- Enquiries increased by 10.25%
- Product video production and brand guidelines
Introduction to
The Safecall System.
We produced a series of six product introduction videos explaining how the Safecall whistleblowing system works — from experienced call handlers and reporting methods to security, language support, and implementation.
Marketing That
Reports Results.
We ran bi-weekly marketing updates tracking every metric across Google Ads, Microsoft Ads, LinkedIn, and organic. In a single two-week period: 2,095 total users, 6 contact form submissions, 34 potential buyers identified, and 759 whistleblowers on the website.
- 2,095 total users in 2 weeks
- 918 Google Ads clicks at 7.92% CTR, £0.80 CPC
- 20 enquiries from Google Ads, £75 cost per enquiry
- LinkedIn Ads: 200% increase, 56.73% open rate on conversation ads
- Microsoft Ads: 116 clicks, 8.94% CTR, £64 cost per conversion
Social Media
Growth Strategy.
A dedicated social media growth strategy delivered extraordinary results, growing Safecall’s social following by over 1,016% in just one year. Content creation and consistent posting built a genuine community around the brand.
- +1,016% social following growth in one year
- Consistent content creation and publishing schedule
- Community building and engagement
- Brand guidelines development and rollout
Screenshots
& Photography
All projects, campaigns, and creative work shown were produced by Dave Head while employed as Design and Marketing Manager at Safecall (Nov 2019 – Feb 2022). All work, assets, and intellectual property remain the ownership of Safecall Ltd. This case study is presented with publicly available data to demonstrate capability.
What clients say about our work
Real reviews from real businesses.
Had a website made from scratch was done within 4 days and turn around was great.
Great service overall. It's been a real pleasure working with Dave and his team. They've helped strengthen our business presence and brand identity through our website and are always on hand to offer support and go the extra mile. We're looking forward to continuing to work with Dave and the Northern Digital team on future projects as our business grows.
Very good experience, very knowledgable and trustworthy. Highly recommend.
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