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Peninsula approached CandidSky in 2015 to redevelop their website and increase exposure in search engines

Manchester-based Peninsula is the UK’s largest provider of Employment Law, HR and Health & Safety consultancy services. Established in 1983, Peninsula Business Services works with over 30,000 businesses across the UK.

CandidSky were brought on-board as lead digital partner to redevelop the brand’s online presence and increase business generated through its website.

The Brief

  • Redevelop the existing website, which had become outdated
  • Improve international targeting through effective localisation
  • Improve exposure for non-brand keywords in an organic search campaign
  • Increase online lead generation
  • Update and improve the content across the site

Our Solution

We rebuilt the website on a robust platform which allowed teams from different jurisdictions to manage their own content, ensuring users from other countries landed in the right place.

We then prioritised the website’s ability to generate leads, with multiple lead capture points and a series of AB tests by our CRO experts to make continuous improvements to visitor conversion.

Finally, we created an in-depth knowledge base from existing content to help attract business owners with specific HR challenges, following up with a 12 month SEO campaign to improve the exposure of the entire website.

Over the three years Peninsula have been working with CandidSky on SEO, the campaigns have resulted in organic sessions increasing by 86%, a 293% increase in organic conversions and a 31% decrease in the cost-per-enquiry.


86% organic traffic increase293% organic conversions increase31% decrease in cost-per-enquiry

Chris Wareing

Digital Marketing Manager

After just three months together we made more progress than our previous agency had in 10 months. This growth in performance after such a short period has far exceeded our expectations. It seems rare that an agency can offer such a good service and terms at the same time.

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