The Challenge
Maritime Capital are a family-run wealth guardian company that helps to mentor, nurture and safeguard high net worth clients’ assets.
With 35 years of experience of buying and selling over £1billion of property, Maritime Capital have a diverse range of investment and asset management skillsets.
They specialise in revitalising and transforming properties, creating assets and adding value, as well as mentoring and guiding HNW individuals through the tricky process of wealth management.
Their unique approach provides the client with full control, while Maritime manage the-day-day admin of their assets.
The business has thrived thanks to personal relationships, word of mouth recommendations and business contacts accrued over many years.
Their website was attracting limited users, and Maritime were eager to extend their client base and reach out to previously untapped markets.
Thanks to our experience in the financial sector and a strong existing relationship with Maritime’s directors, Ascensor were in a unique position to showcase Maritime Capital to the right, highly targeted audience.
What We Did
Due to the ultra-competitive, niche nature of Maritime Capital’s business, we conducted extensive research across the investment and asset management sectors, as well as holding a series of meetings with the firm’s directors in order to fully get to grips with their business model, their highly refined target audience and their KPIs.
Next, our SEO team carried out comprehensive keyword research, with key terms selected based on the limited number of users searching for high net worth investment information.
This initial groundwork allowed us to create a robust long-term SEO strategy that would
attract high-quality traffic, with a content creation and optimisation roadmap that gave Maritime Capital the potential leads they were looking for.
After another round of research, our in-house copywriters got to work creating new resource pages that answered specific questions that prospective clients might be searching for.
Highly niche queries about relevant subjects such as inheritance tax, family offices and commercial property were all given their own page, filled with engaging, fully optimised content that ranks highly.
Concurrently, Maritime were keen to show the real breadth and depth of their experience to prospective connections and clients.
Their existing site already featured a number of case studies, but these were limited in detail and needed to be significantly broadened.
Our content experts held a series of meetings and workshops with the client, allowing us to get to grips with their history, and drill down into the detail of dozens of successful property investment projects spanning decades.
These new and expanded case studies were then populated on the site.
Next, the directors’ downloadable CVs were updated to accurately reflect their skillsets and experience in the non-executive director sphere.
A new optimised page dedicated to their non-executive services was also created, with calls to action to download the optimised CVs.
As we progressed through the content creation roadmap, Google Search’s core updates began to favour ever-more extensive content on relevant keyword topics, with longer on-page content ranking more highly.
We reacted by launching a continuous programme of re-optimisation, based on competitor performance and the latest SEO trends, adding detailed FAQs sections and extra information where required to fully answer any potential questions that users or search engines might have.
The SEO team used a full suite of tools for the campaign, including Semrush and Ahrefs for keyword research competitor analysis and backlink analysis; SEOmonitor for position tracking; Google Analytics for traffic tracking and reporting; Sitebulb and Screaming Frog to crawl the site for technical issues.
Independently, the client had created and launched a Webflow version of their website to supercede the previous iteration.
After conducting an audit, Ascensor’s design and development teams were mobilised to enhance it, improving responsiveness, streamlining menus for better user experience, refactoring elements and creating page templates for easier use in the CMS.
Google Analytics 4 tracking from the existing site was also migrated across to the new Webflow iteration.
After positive results from our SEO strategy, we increased the scope of our partnership to include organic social activity on LinkedIn, expanding Maritime’s visibility on a platform regularly used by their target audience and those who can make introductions to ultra high net worth individuals.
Further workshops were held with the directors, focusing on their background, their interests, the style of language they use and how they tend to engage online.
Ascensor’s social media team have hugely expanded the personal networks of the directors and begun to position them as thought leaders in the UHNW sector.
We have also begun a new link-building strategy to boost Maritime’s domain rating and link profile, with a roadmap including regular press releases and pitching the directors’ decades of experience and financial acumen for media interviews.
The Results
Thanks to our work, rankings have quickly found traction and organic traffic visibility has begun to rise.
Year on year, Maritime have seen a 600% increase in top 10 ranking keywords, a 240% increase in clicks and a 228% jump in impressions.
The site is seeing increased engagement, with 55% more file downloads since we began our work.
Thanks to the success of SEO work and the launch of the new site, our work with Maritime Capital now includes expanded data science and conversion rate optimisation, in order to better track who is engaging with the site.
This fully integrated approach is really beginning to bear fruit for Maritime.
What Maritime Capital said...
Ascensor over the last year have really ramped up their level of client service.
We have always found their output and performance to be at the highest standard and a front runner in the space, but in addition to this, we have notice their desire to put themselves in the client’s shoes and really think about the business and how they can aid it.
Their holistic approach and genuine care in the client’s company is allowing them to create in-depth and very strong strategies across multiple departments.
Not many businesses in today’s world have this level of duty of care, so thank you.
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