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Iken - Case Management Software

Iken Business is a leading provider of case management software used by legal and other professionals. It creates a collaborative working environment that automatically integrates all types of documents allowing teams to increase their productivity and improve the quality of their output.
Challenges and goals

Iken was looking to expand from its established market of over 90 public sector bodies into the corporate and private practice sectors. It required its online presence to communicate the benefits of its product in each sector by communicating in the language relevent to the sector. As a consequence, Iken wanted its marketing to generate a stream of qualified leads for its sales team to follow up.
The Solution

Before re-designing and re-building its website, WSI undertook a number of workshops with the different departments in Iken to establish the correct messaging and language for the different sectors. This was developed into a Conversion Architecture for the website.

Traffic was driven to the website through a combination of search engine optimisation (SEO) and Google advertising (PPC) on the most relevant keywords. Existing contacts were communicated with on a periodic basis via email marketing using information and case studies relevant to them.

The marketing campaign was informed and optimised via detailed analysis of the website analytics and scrutiny of the leads generated.
The Result
After 12 months of the campaign, the number of qualified leads generated had increased by 67%. These came from from : 
  • extra organic traffic resulting from the Search Engine Page One rankings for the main keywords 
  • Google Pay Per Click campaigns
  • Email marketing campaigns.
So what does the client think?

"Iken Business engaged WSI to manage its web and email marketing strategy in 2008.  We wanted more than just a creative approach to a brochure web site.  We wanted a firm that could also help drive business to us, analyse what was happening, and optimise results.  We knew that this required business acumen.

We had been searching for a holistic approach (creative, analytical, execution, monitoring, optimisation) at an affordable price for several years when I attended a WSI seminar.   I became convinced straight away that James Gardner and I spoke the same language - in fact he is the only web professional I have met that works in the way I wanted.

I have not been disappointed.  WSI has worked well for us across our web and email marketing strategy.  We have improved the efficiency with which we communicate with our market and are seeing positive results in terms of sales."


Elizabeth Miles, CEO, Iken Business