Project Scope
After bringing in a new in-house marketing manager, IP Performance got in touch with TWA to talk about taking over a rebrand and website project that was already in build with another agency. Once we’d had a look at the development site, several problems stood out straight away. There was very little content and no clear sitemap structure, the finer points of the design hadn’t been given much thought, and in places the text was the same colour as the background it sat on. We also learned that the project had been in development for more than 12 months, and that the plan was still to push it live despite these issues and the obvious gaps in content.
Rather than patch up what was there, we quoted to rebuild the site from the ground up. Wherever possible, we kept and reworked existing content, as it had real value in supporting Google’s E-E-A-T signals and building topical authority. From there, we overhauled the design completely and refactored the sitemap the previous agency had proposed, reshaping it around how IP Performance’s customers actually search. The finished site is modern, interactive and looks the part, but it’s also built on a strong SEO foundation that complements the ongoing campaign. Just as importantly, it gives IP Performance room to grow, with a structure that makes it simple to add new pages, sectors and services as the business develops.
Content was a big part of the project. Working closely with IP Performance’s internal teams, we curated, wrote and formatted more than 30 new pages. Together, these pages set out the full range of services clearly, strengthen the site’s topical authority with Google and present the company’s work in a far more engaging way than before.
We’re really proud of what we’ve achieved together, and we look forward to working alongside IP Performance for many years to come. As our SEO campaign with them continues to grow, our focus is firmly on delivering real, measurable results and helping them stand out across the cybersecurity sector.
The Challenges
IP Performance came to us wanting glassmorphism at the heart of their design, but they were keen to push it further than the familiar approach of blurring the background and adding a thin border. The result is most noticeable in the header pill. Viewed in Chrome, it behaves much more like liquid glass, picking up the colours of whatever sits behind it and bending them towards its edges as you scroll. It’s a small detail, but it gives the site a real sense of movement and makes the whole experience feel more alive.
Before any design work began, we built what we considered the ideal sitemap for the business. Every page name was thought through, questioned and revisited more times than we could count, because we wanted the structure to reflect the words people actually type into Google when they’re looking for what IP Performance offers. Getting that right took considerably more time than a standard sitemap, but it was work we were glad to put in. A well-planned structure gives the SEO campaign the strongest possible starting point, and it will do much of the heavy lifting over the next 12 months as we build visibility and drive the right traffic to the site.
Behind the scenes, every contact form on the site feeds directly into HubSpot. New enquiries are captured, logged and routed automatically, so the team no longer has to copy details across by hand or worry about a lead slipping through the cracks. It means less time spent on admin and more time spent talking to potential customers.
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