Franklin Fitch Case Study

Partnering with Franklin Fitch’s marketing manager, who was heavily involved during the previous site build, we moved the original site onto the Vennture SaaS platform. Doing so ensured our client would benefit from constant platform updates and tech rollouts. 

As our client wanted to maintain the same look and feel of the previous site, our design and development team retained much of the same design aspects and modules with a refreshed approach. We simplified the user journey, splitting the site into translated country folders of Franklin Fitch’s key markets, including the UK, US, Germany, and Wales.

To support their growth across the US, one of our dedicated strategists worked closely with Franklin Fitch’s marketing manager to create a content strategy focused on producing content for their US country folder. We created landing pages across their core IT infrastructure specialisms, including Network, Server Cloud and DevOps, Security, IT Operations and Support, and IT Management recruitment. 

These landing pages were SEO-driven and built to target clients and candidates with US-focused keywords. The goal of these pages was to increase the visibility of Franklin Fitch’s expertise in their specialisms while engaging with their target audiences. 

We also produced optimised landing pages for Franklin Fitch’s services, including permanent, contract, and embedded recruitment solutions. These pages detail Franklin Fitch's offerings to the US market, outlining who they are, what they do, why they do it, and what their clients think of them.

Franklin Fitch provided information about their specialisms and services through a series of questionnaires. Our content team and strategists conducted the keyword research through Ahrefs, produced the content and created the pages within the Vennture CMS. 

All these landing pages were produced in collaboration with our client. This collaborative approach between ourselves and the client ensured we produced valuable content optimised for Google and designed with the user in mind. 

Since producing these landing pages, we’ve continued producing monthly content, optimising their existing blogs, and creating new long-form guides. This content provides Franklin Fitch’s target audience with valuable recruitment-related insights while increasing the client's keyword visibility across IT infrastructure specialisms, including IT management, cyber security, and network security. 

Our tech SEO experts also conduct quarterly SEO audits and tech checks, ensuring the website's performance and health are upheld daily. We also schedule time with their internal marketing team each month to discuss the current projects and future campaigns. Each quarter, our strategist delivers Franklin Fitch with an SEO report showcasing the site’s performance, highlighting any achievements and opportunities. 

In less than 12 months, the new Franklin Fitch website has recorded a 353% keyword increase, rising from 330 to 1497 in total ranking keywords. This growth has supported their efforts to enhance their visibility on Google across the IT infrastructure space. 

From an SEO standpoint, there has been a lot of trust in the blogs we have produced, with little to no amends surrounding the topics covered and the copy itself. This has allowed our copywriters, who have established a working relationship with the client, to maximise the SEO output. Working closely with the client on the content produced has allowed quick turnaround times for getting the blogs written, reviewed, and published.

Regarding tech SEO, the site has a 91% health score in Ahrefs. This result highlights how we’ve successfully maintained the Franklin Fitch site, ensuring we address any performance-related issues, such as page errors, site speed, SEO and search rankings.

The new site has made excellent progress, with Franklin Fitch seeing a rise in onsite job applications. Making smart use of the Vennture platform, they regularly update their site with engaging and thought-provoking content. 

An excellent example of this can be seen from their MSP Attract - Secure - Retain campaign. Here, Franklin Fitch produced a landing page, including a download report and salary benchmarking survey on their IT Infrastructure specialisms. The report has been positively received, leading to over 30 MQLs. 

We’re building a stronger partnership with Franklin Fitch, where we hope to execute more out-of-the-box campaigns and lead magnets to attract clients and candidates to the website. We are also pivoting our SEO strategy into network security to build up visibility for them in this area. 

As of this writing, we’re collaborating with Franklin Fitch on a campaign about Safeguarding SMBs: An Insight into Network Security Threats. We’re working closely with the client to produce a landing page with a gated download report and accompanying social and email comms. We look forward to seeing how this campaign performs and what the future holds for our partnership with Franklin Fitch.