Here is what we found
Before we introduce ourselves, here are three numbers that define the opportunity for Storm Group right now.
01 / Introduction
Attract, engage and convert
more customers online.
We drive finance and technology brands forward with digital marketing that wins clients. Everything we do starts with a single question: how do we put your customers at the centre of the strategy and then build outward from there?
Complete is not a full-service agency trying to be everything to everyone. We focus on B2B lead generation for businesses operating in fast-paced, competitive markets. Finance and technology, specifically. That focus is deliberate. It means our team has deep sector experience, understands the buying cycles your prospects go through, and knows how to build campaigns that produce pipeline rather than vanity metrics.
What we do
Our engagement model follows a clear sequence. We do not jump to tactics. Every channel, every campaign, every piece of content traces back to a defined commercial objective.
What sets the team at Complete apart is our genuine desire to see you succeed. We treat your business like we are part of it. That is why the partnerships we build are so strong and small initial projects grow into relationships that last years.
02 / Strategy overview
Re-establishing the brief
Storm Group was formed in 2024 through the merger of Storm Technologies and Storm Procurement. In 2025, Storm Group is projected to achieve a turnover of 150M. The two arms of the business currently continue to use their own independent websites. There are also subdomains such as Storm Technologies One Portal that need to be considered in creating a new unified platform.
Storm Group require a truly market-leading platform that positions the business as world class and reflects the unique ability and capabilities of the organisation. The team recognise that a user-centric approach is key to the success of this process.
Despite having a good understanding of the characteristics, needs and motivations of their existing and potential customers, no formal persona or customer journey work has been completed recently to accurately inform the build.
The team also understand the importance of building a platform that not only embraces a variety of user personas but considers the journey those buyers take to arrive at the website and the touch points along that journey.
The website needs to be future-proof, easy to manage, and expand over time.
Key areas of focus
- Establishing multiple user personas
- Shaping the platform to better suit customer needs and Storm Group's business strategy
- Consideration of the migration of separate company domains
- Using data and user testing to inform the process
- Providing SEO advice to guide content strategy and technical decisions
- Consideration of user journeys originating from multiple channels post launch
- Providing analytics and performance data post launch
How we will measure performance
The scale of the opportunity
The storm.tech website is averaging 6.3K sessions per month and storm-procurement.com is averaging 5.9K sessions. However, the engagement rate is low for both websites. Roughly 63% of sessions on storm.tech and 62% on storm-procurement.com do not last longer than 10 seconds or involve more than one page view.
For storm.tech, the majority of traffic comes from existing customers or people searching for the brand. In the UK, however, there are over 67K searches for your services in Google each month for which you currently have no visibility whatsoever.
Storm-procurement.com is similarly limited in its visibility for non-branded searches, appearing on the first five pages of Google for less than 0.5% of relevant searches (24.9K per month).
With some attention to SEO, there is a significant opportunity to increase your market share in both cases. Paid search also presents a large opportunity to instantly target people who are in-market for your services.
Email is driving less than 0.5% of website traffic for both websites. This channel should be working much harder. For considered purchases of this type with an extended customer journey, nurturing leads through email is one of the most effective strategies available.
LinkedIn prospecting offers a direct route to decision makers. With the right targeting, you can build a pipeline of qualified contacts and nurture them through automated email sequences.
Display advertising across LinkedIn, Meta and Google Display Network (including YouTube) provides a cost-effective way to build brand awareness and retarget visitors who have already engaged with Storm's content.
03 / Conversion rate optimisation
Website engagement analysis
Before driving more traffic, we need to make sure the traffic you already have is being captured. The data below shows engagement across both Storm websites over the first five months of the year.
The numbers tell a clear story. Direct traffic dominates, which means your existing customers and people who already know you are the ones visiting. Organic search brings in a reasonable volume, but the engagement rate suggests the content people land on is not matching their intent.
Conversion rate modelling
While we cannot accurately gauge current conversion rates for both websites due to the current tracking setup, there are definite opportunities to improve the way you generate enquiries. Even the smallest conversion rate improvements can make a huge difference to your bottom line.
For a considered purchase B2B product at this transaction value, small uplifts in conversion rate have an outsized revenue impact. Before we scale traffic through SEO and paid channels, the site needs to convert what it already receives.
04 / Search engine optimisation
The largest untapped
growth channel
Search visibility: Storm Technologies
There are over 67,000 searches per month in the UK for the services Storm Technologies provides. Your current visibility for these searches is effectively zero. You do not appear in the top 50 results for the majority of high-intent keywords in your space.
That sounds like a problem. It is actually an opportunity. The average keyword difficulty for these terms is 20 out of 100, which is classified as low difficulty. With a focused SEO strategy, you should be able to get into page one for most of these keywords.
Search visibility: Storm Procurement
Storm Procurement faces a similar situation. Over 25,000 monthly searches for relevant services, with visibility on the first five pages for only 90 of those search terms. The average keyword difficulty is just 10 out of 100, making these terms highly achievable.
Landing pages and site structure
The current site architecture does not support the keyword strategy. Service pages need to exist for the terms you want to rank for. Right now, many of the services Storm provides do not have dedicated landing pages.
The thin content problem
Your service pages lack enough content to rank in organic search. The number-one ranking website for "software licensing services" has over six times the amount of content compared to your equivalent page.
Keyword optimisation: Storm Procurement
The main keyword for one of your service pages is "construction procurement" (200 searches/month). The page's meta-title reads "Construction Supply Chain Procurement Company". The H1 says "More Than Just Procurement". The body copy mentions the keyword zero times.
This is not a content quality issue. It is an alignment issue. Fixing these on-page signals is one of the fastest SEO wins available.
Content ideas from "People Also Ask"
Google's "People Also Ask" sections provide a strong foundation for top-funnel content. These are the actual questions your prospective customers are typing into Google.
05 / Backlinks
Building domain authority
Backlinks are clickable links from one website to another. They are an important signal used by Google to determine how highly your website should rank. The more backlinks from good-quality websites, the higher you rank for the keywords you are optimised for.
Lost backlink value: Storm Technologies
Storm Technologies has lost a number of valuable backlinks over time. These are links from reputable websites that used to point to storm.tech but no longer do. Each lost backlink represents lost authority in Google's eyes.
Reverse engineering the competition
The most effective way to build backlinks is to assess which ones are driving value for your competitors and replicate them. We can review your competitors' full backlink profiles and build a targeted outreach strategy.
Domain rating comparison
Storm Technologies has a domain rating of 30. That is not bad. The fact that you have a reasonable DR but are not ranking tells us the issue is not authority. It is that the on-page SEO and content have not been aligned with that authority.
06 / Paid media
Instant visibility for
in-market buyers
The tables below show which of your competitors are using paid media to drive traffic to their website, with green indicating activity and red no activity.
Paid search also presents huge opportunity to instantly target people who are in-market for your services. While SEO work can take some time to build momentum, paid media allows you to instantly generate traffic and test the appeal and relevance of your website content.
For the purposes of forecasting, a figure of £25K per sale has been included. We will need to be guided on the typical transaction fees and margins.
07 / Lead nurturing & email
Keeping your brand front of mind
For a considered B2B purchase at Storm's price point, the buyer journey is rarely linear. A prospect might visit the website, download a resource, and then go quiet for three months. If you are not nurturing that contact, they will buy from whoever is top of mind when the budget gets approved.
Light touch gated content should be used where possible to drive email collection across the new platform. One day, months or even years later, they may resurface with the budget and executive support they originally lacked.
Content for email nurturing
Building your prospect database
This approach offers granular targeting (search by job title, location, years of experience), is GDPR compliant under Recital 47 (legitimate interest), and is far more cost effective than traditional methods at between £0.40 and £0.90 per contact.
Lead scoring
08 / Design process
How we will build the new
Storm Group platform
The design process is structured in distinct phases, each building on the last. Nothing moves to the next stage without sign-off.
Discovery workshops
Understanding your customers
Peer analysis
Site architecture
Wireframes and prototyping
09 / Branding considerations
Questions the brand needs to answer
A new website is not just a design project. It is a brand project. The way Storm Group presents itself online needs to answer fundamental questions about who you are, what you stand for, and how you want to be perceived.
- Who are we as a brand?
- How do we describe our people and culture?
- What are our core values and brand promise?
- What unique attributes do we bring to the market?
- How is the brand perceived by our target market?
- Is it consistent across all touchpoints (e.g., website, customer service, product use)?
- Does it reflect our desired brand image and values?
- How does our visual identity reflect our brand?
- Are our logo, colours, typography, and design elements modern and appealing?
- Do they communicate the right message and emotions?
- Is our brand voice consistent and distinctive?
- Does it reflect our brand personality and values?
- Is it appropriate for our target audience and industry?
These are not theoretical questions. The answers will directly inform design decisions, content tone, imagery choices, and how the unified Storm Group brand is expressed across the platform.
This document covers the full scope of what we reviewed. The next step is a short call to discuss priorities and phasing.
We would like to walk you through the findings, answer any questions, and map out the best path forward for Storm Group.