Selected work

Four award nominations for William Russell’s content hub

William Russell, a provider of international health insurance, approached Sticky to help bolster their SEO presence and attract expatriates to their website. We devised a strategy focused around keywords commonly searched by new and existing expats, in avenues from ‘moving to’ a new country, to navigating the cost of living, to finding the best healthcare, jobs and schools.

On the back of this strategy, we created a huge tranche of SEO-rich content, drawing on the latest facts and data, to build up their content hub.

We also supported William Russell in their international PR efforts and helped to build links back to the website through our expert commentary, which was published in internationally-recognised insurance journals.

In one year, we increased search traffic to the website by 1,100%. Six-monthly click-throughs increased 31-fold, with impressions up 1,400%. The website gained over 10,000 new backlinks and started ranking in the top three results for 57 new keywords.

For our efforts, our team was nominated for four Global Search Awards, including best use of content marketing, best low budget campaign and best use of search health.

A new sustainability hub for the revamped Halifax website

To bring more attention to their mortgage products, and to help their existing mortgage customers live more sustainability, Halifax approached Sticky to help them build a new “Green Living” hub on their flagship website.

We worked with Halifax to draw up a yearly content calendar based on our creative and SEO keyword-inspired ideas, then set to work producing the content for this hub. From bringing in expert voices to complement articles to tracking down the latest data, we went above and beyond to make these articles as impactful as possible – then brought them to life with Halifax’s updated tone of voice.

To further support the mortgages hub, we devised a social media campaign based around key data drawn from homeowners and house hunters in the UK during the pandemic. The results of this survey were turned into catchy social media graphics, the first pieces of such content to be made in Halifax’s newly launch brand style.

Then Green Living hub has now become its own business pipeline at Halifax and continues to act as a beacon for people at all stages of the homeowning journey.

The first ever tone of voice for a 100-year-old institution

As they approached their one-hundredth year, the Royal British Legion – the UK’s biggest charity serving the serving and ex-serving armed forces – wanted to revitalise their brand and bring it into the modern day.

Part of that effort involved creating their first ever tone of voice document.

I came in as the project leader. I organised a workshop in which key stakeholders at the organisation gave their thoughts and feelings about the brand, then helped to translate these into five actionable tonal values, which underpinned a 60+ page style guide covering online, print, social media and even telephone conversations.

I then presented this tone of voice back to the organisation and hosted a workshop in which writers from all sides of the charity were able to experiment with the tonal values in action.

Doubling organic traffic to reed.co.uk’s career hub with an SEO keyword strategy

Reed.co.uk are one of the UK’s largest job listing sites, but face heavy competition in this sector. They wanted to find a way to dominate the search rankings, while also providing added value to their visitors.

iCrossing formulated a strategy targeting keywords used by job searchers at all stages of the funnel. In one of the largest keyword research projects I’ve ever undertaken, I identified over one million keyword opportunities for reed.co.uk, then translated these into actionable article titles.

The SEO and Creative teams at iCrossing then collaborated to create the content for reed.co.uk’s new career advice hub, which was nominated for a Drum DADI Award.

Other bits ‘n’ bobs…