middlebrooks
“It was my absolute pleasure to work with the very talented team at 39steps to deliver a new brand identity which is a true representation of what we as an organisation really stand for. The team had great input right from our branding workshop to following website best practice. They delivered great creative input, aligned with tasks & timelines for delivery and always kept a clear line of communication. Supported and guided by 39steps, we’re seeing impressive tangible results due to ongoing SEO and paid for advertising, both of which are key elements of our digital strategy.”
Claire Middlebrook / Director
brief
Middlebrooks are insolvency practitioners who help individuals and business owners facing financial uncertainty and difficulty. The team provides advice around complex areas of administration, liquidation and company restructuring.
With the aim to be a disruptor in the insolvency market, Middlebrooks approached us to rebrand the business as the current brand identity didn’t reflect their future direction.
The brand workshop led us to create an exciting new modern feel to help Middlebrooks stand out in the market. An engaging website focused around key personas plays an important role in their digital strategy, complemented with ongoing PPC and SEO activity to drive website traffic and conversions.
brand
We learned so much about the world of insolvency from Middlebrooks. At the brand workshop, we discovered the negative preconceptions people can associate with an insolvency practitioner, as often they’re appointed due to their financial situation rather than engaging through choice. At the beginning they’re often nervous, anxious, stressed, confused and feeling downtrodden. We created a friendly, approachable identity with a ‘i’ character representing how individuals feel at the beginning of their insolvency journey, with the ‘M’ of Middlebooks taking them under their wing. The red dot is a brand asset that can be used in lots of ways – similar to the modern-day emoji. There’s a fresh colour palette combined with accessible type – a pinch of gravitas and large sprinkle of friendliness.
website
The website is targeted to their personas – business owners and individuals who often visit the website after a referral and may be unsure of industry jargon.
And creditors and referral partners who need reassurance that Middlebrooks are trustworthy, capable and experienced.
Our copywriter worked closely with the team to ensure the tone of voice and messaging reflected Middlebrooks key values and personality.
We explained insolvency jargon in layman terms to help reassure and position Middlebrooks as a safe pair of hands – also helping SEO, an integral part of their digital marketing strategy.
A Trustpilot widget reinforces credibility and transparency as reviews can be easily found on the homepage.
‘Client Stories’ build trust and introduce the team behind the brand, their personalities and unrivalled expertise. Visitors can book a meeting and read more about the team’s credentials. The blog articles address industry wide topics, providing valuable persona driven content.
Digital Marketing (SEO & PPC)
We’re continuing to support Middlebrooks with their digital marketing strategy as we work behind the scenes to improve their organic rankings for industry keywords, increase web traffic and enquiries.
In the first 7 months of their new site launch, Middlebrooks experienced a 10x increase in qualified web enquiries as a result of focused digital marketing campaigns, resulting in 10% increase in turnover.
We track, review and provide best practice recommendations to help strengthen Middlebrooks’ digital presence.
results
10%
increase in turnover, directly attributable to the new website and digital marketing campaigns.
10x
increase in qualified leads in the first 7 months of website launch.
972%
increase in website views in month 1 of site launch.
take the next step
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