B2C Financial Services PPC SEO

National Debt Insolvency Practice

SEO & PPC Strategy Increasing Conversions for a Leading UK IVA Specialist

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Increase in organic conversions

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Increase in keywords ranking on page 1 of Google

0%

Increase in organic traffic

Executive Summary

Client Overview

This national insolvency practice provides professional debt management and financial recovery services, supporting individuals across the UK who are looking to apply for an IVA or explore alternative debt solutions. Their focus is on ethical, FCA-compliant support that helps clients regain control of their finances through structured, sustainable repayment plans.

Main Challenge

The business needed to reach more people searching online for ways to apply for an IVA, while improving lead quality and overall visibility. The site was underperforming in search rankings, with limited presence for competitive financial keywords. The challenge was to increase trust, build authority, and optimise the site to attract users genuinely seeking help with debt management.

Services Provided

Fly High Media delivered a full SEO and PPC strategy to increase qualified enquiries, strengthen keyword coverage for IVA-related terms, and optimise the client’s website for better performance and user experience. The campaign was designed to make the process of finding and deciding to apply for an IVA clearer, simpler, and more accessible for users.

Key Results

The campaign achieved a 154% increase in organic conversions, a 58% increase in page-one keyword rankings, and a 17% uplift in organic traffic, with a substantial rise in leads from users searching how to apply for an IVA and related financial terms.

About the Client

The client is a leading insolvency firm specialising in debt management plans, IVAs, and business recovery solutions. With nationwide coverage, their aim is to make financial help more approachable and transparent, ensuring every customer can confidently decide whether to apply for an IVA or choose a suitable alternative.

Objectives.

The goal was to attract and convert individuals actively searching to apply for an IVA and related debt solution keywords. The campaign focused on improving organic rankings, creating user-friendly landing pages, and increasing conversions through both SEO and paid search. By enhancing the client’s digital footprint, the project aimed to drive more qualified leads and build long-term visibility.

Challenges.

The financial services space is highly competitive, with strict compliance requirements for IVA advertising and lead generation. Many pages on the site were under-optimised, with duplicate metadata and a lack of clear conversion opportunities. The site’s mobile performance also limited visibility and usability for users researching how to apply for an IVA on smartphones and tablets.

Strategy.

To address these issues, we created a comprehensive SEO and PPC strategy focused on search visibility, authority building, and conversion optimisation. Each stage of the campaign was designed to help users find clear, reliable information about how to apply for an IVA, supported by a seamless online experience.

Technical and On-Page SEO Improvements

We rebuilt the site structure, improving navigation and adding new landing pages dedicated to IVA and debt management keywords. Metadata, header tags, and schema were optimised to target searches like “how to apply for an IVA” and “IVA help UK.” Site speed was enhanced through image and code compression, while internal linking connected key service pages to improve crawl depth and user flow.

Conversion Optimisation and User Experience

Contact and enquiry forms were added to every key page and blog post to simplify the process of enquiring about how to apply for an IVA. The site was fully optimised for mobile and tablet users, improving accessibility and reducing bounce rates. Form performance and page engagement were tracked to increase conversion efficiency.

Content Expansion and Keyword Authority

A structured 12-month content plan was created, focusing on educational resources such as blogs, FAQs, and guides that answered common questions about the IVA process. Competitor and keyword research informed all content, ensuring visibility for search terms like “IVA application process,” “apply for an IVA online,” and “IVA eligibility criteria.” Off-page SEO further strengthened domain authority through industry-relevant backlinks.

Our Solution.

We created an SEO and PPC framework built to attract, engage, and convert users searching for IVA information and application support. By combining strong technical optimisation with intent-driven content, the campaign improved both visibility and trust.

Created landing pages optimised for “apply for an IVA” searches.
Improved metadata, schema, and on-page SEO across the site.
Added and optimised enquiry forms for higher conversion rates.

Enhanced mobile performance and page load times.
Developed monthly content around IVA guidance and FAQs.
Conducted ongoing competitor analysis for keyword growth.

The Result.

The campaign successfully positioned the client as a trusted authority for users seeking guidance on how to apply for an IVA, improving both engagement and enquiry quality.

154%

increase in organic conversions.

17%

increase in organic traffic.

58%

increase in keywords ranking on page 1 of Google.

46%

increase in leads from users searching “apply for an IVA.”

Conclusion.

Fly High Media’s targeted SEO and PPC strategy helped the insolvency firm dominate organic and paid search for IVA-related keywords. By improving site performance, adding clear calls to action, and optimising content for users ready to apply for an IVA, the campaign generated measurable growth in both visibility and conversions, reinforcing the client’s reputation as a leading IVA and debt solution provider in the UK.

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