The HSRA
A full website redesign and long-term digital marketing campaign for a nationwide risk assessment provider, helping The HSRA transform its online performance through continuous website development, SEO, AI-focused content, AEO and targeted Google Ads.
The
Challenge.
The HSRA are based in Leeds and provide a nationwide professional fire, Legionella, health and safety, and disability access risk assessment service. Its qualified assessors support businesses across the UK with detailed reports, practical action plans and clear guidance designed to help them meet their legal and regulatory responsibilities.
When we began working together, the business was struggling with a poor-performing website and an ineffective marketing campaign that was failing to generate the required level of visibility and enquiries. The existing digital presence did not communicate the full range of services available, build sufficient trust or provide a clear route from an initial search through to booking an assessment.
Working with The HSRA on a long-term retainer, we developed a completely new website and continued improving it through second and third phases of development. Performance was regularly reviewed to identify weaker areas, leading to ongoing improvements supported by SEO, AI-focused content, Google Ads, industry blogs, nationwide location pages, detailed FAQs and an AEO-focused knowledge base.
Key challenges
Poor-Performing Website
The existing website was dated, difficult to navigate and failing to communicate the professionalism, qualifications or nationwide capabilities of The HSRA.
Ineffective Marketing Campaigns
Previous marketing activity was not generating the required level of visibility, qualified traffic or consistent assessment enquiries.
Complex Services to Explain
Fire, Legionella, health and safety, and disability access assessments each needed clear, accurate content that explained the legal requirements without overwhelming potential customers.
Nationwide Search Competition
The HSRA are based in Leeds but needed to compete for highly valuable risk assessment searches across multiple services, industries and locations throughout the UK.
Continuous Performance Improvement
The website could not remain static after launch. Performance data needed to be regularly reviewed so weaker pages, messages and conversion points could be identified and improved.
Our
Approach.
The project was structured around three primary workstreams: delivering a complete website redesign, running integrated SEO, AI and Google Ads campaigns, and continuously reviewing and improving the website through further development phases to strengthen performance and increase enquiries.
The approach
Phased Website Development
A completely new website was designed and developed to present The HSRA as a professional nationwide risk assessment provider. Following the initial launch, second and third development phases were introduced to strengthen weaker areas, improve the customer journey and increase conversions.
SEO, AI & AEO Content
A comprehensive content strategy was developed around core services, nationwide location pages, industry blogs, detailed FAQs and an AEO-focused knowledge base. This improved visibility across traditional search engines while also helping The HSRA appear within AI-generated and answer-led search results.
Google Ads & Ongoing Optimisation
Targeted Google Ads campaigns were created to reach businesses actively searching for risk assessment services. Website and campaign performance was continually reviewed, allowing messaging, landing pages and conversion points to be refined as part of the long-term retainer.
The
Results.
The new website and ongoing digital marketing strategy transformed The HSRA’s online presence, creating a professional nationwide platform that clearly communicates its services, builds trust and consistently supports business growth.
Outcomes
Transformed Digital Presence
The HSRA now has a professional, authoritative website that reflects the quality of its assessors, reports and nationwide risk assessment services.
Stronger Nationwide Visibility
Dedicated service pages, location content, industry blogs and technical resources have expanded The HSRA’s visibility for relevant searches across the UK.
Improved Lead Generation
Clearer messaging, focused landing pages and targeted Google Ads make it easier for businesses to find the right service and request an assessment.
Continuous Performance Growth
Ongoing analysis and further development phases allow weaker areas to be identified and improved, ensuring the website and marketing campaigns continue to evolve alongside the business.
Client
Feedback.
They completely transformed our online presence and played a major role in the growth of The HSRA. They rebuilt our website, improved it through several further development stages and created a joined-up strategy covering SEO, Google Ads, industry content and location pages. Ian and Tom continually review performance, identify areas for improvement and bring new ideas to the table. They feel like an extension of our team rather than an external agency
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