SEO that drives rankings and conversions for a hard to crack industry.
Howard Wright approached VOiD Applications to strengthen their position in the financial services sector through strategic SEO. With a focus on high-quality content, improved technical structure, and a refined targeting strategy, we’ve helped the firm increase visibility, drive relevant traffic, and generate meaningful enquiries from ideal clients.
Howard Wright is a well-established financial planning and wealth management firm based in the UK. Their services range from pensions and investment advice to bespoke financial planning for businesses and high-net-worth individuals. While their client service had always been personal and professional, their website wasn’t telling the same story — and more importantly, it wasn’t being found by the right people.
When they approached VOiD Applications, Howard Wright were looking to attract more traffic to their website and generate higher-quality enquiries. Their goals were twofold: boost local visibility for people searching in and around their key service areas, and position themselves more effectively to corporate clients, including directors and business owners.
From day one, our approach was grounded in SEO strategy — not just for rankings, but for reaching the right people with the right messaging at the right time.
We started by building out a local SEO plan. This meant carrying out in-depth research into keywords, competitors, and what prospective clients were searching for in Howard Wright’s target regions. From there, we created and optimised location-specific service pages to give the site local relevance — not just to search engines, but to real users looking for a financial adviser near them. We also refreshed their Google Business Profiles and ensured their business information was consistent and accurate across key directories.
But we didn’t stop at local. A core part of our work involved repositioning the brand for corporate decision-makers — the kind of client looking for more than just a pension review. We rewrote service pages with a sharper focus on the needs of company directors and business owners, introduced segmented calls-to-action to guide those users more effectively, and supported it all with relevant landing pages built specifically for this audience.
The blog was another priority. We carried out a full audit of existing content and replaced the scattergun approach with a focused, strategic content plan. Each piece was designed to support SEO goals while also answering real questions their clients were asking. With a regular publishing schedule now in place, the blog has become an asset — not an afterthought.
Lastly, we worked on improving conversion. That included refining enquiry forms, adding clear CTAs across service pages, and exploring the use of lead magnets such as downloadable guides and consultation offers to create more opportunities for engagement.
Since starting work on the project, the SEO transformation has been significant. Overall keyword visibility has jumped from fewer than 200 keywords to over 1,200 — and it’s not just the quantity that’s improved, it’s the quality too.
Howard Wright is now ranking prominently for high-intent financial planning terms across multiple local areas, with many high-volume queries landing in the top 5 positions on Google. Blog visibility has exploded, with over 40 new AI Overview entries appearing at position 1 — featured directly in Google’s AI-powered answers. These include competitive topics like:
Additionally, the site is now ranking in the top 5 for a wide range of commercially valuable search terms with good search volumes, such as:
Enquiries from business clients have also increased, fuelled by targeted landing pages and improved content journeys. Blog traffic is growing steadily, attracting users who engage more deeply and convert more reliably. Overall, the site is now delivering the kind of visibility and conversions that simply weren’t possible before.
Howard Wright now has a platform that’s set up for long-term SEO growth. With a consistent publishing schedule, strong local signals, and a clearer appeal to high-value corporate clients, they’re attracting the type of traffic that matters — and they’re converting more of it too.
We’re continuing to support them with ongoing content strategy, technical improvements, and campaign ideas that ensure their website continues to work as hard as they do.
Since launching the new SEO strategy, Howard Wright has seen measurable improvements across visibility, engagement, and lead quality. By combining tailored content, technical refinement, and consistent on-page optimisation, we’ve positioned their business as a trusted authority in the financial planning space — both regionally and across national search terms.
The results speak for themselves: high-value, intent-driven keywords are now consistently ranking, blogs are supporting long-term discoverability, and organic traffic is aligned with the firm’s goals. Importantly, the strategy has been delivered in a way that’s maintainable — enabling Howard Wright’s team to remain in control, while we continue to provide specialist support and analysis behind the scenes.
Our partnership with Howard Wright highlights how effective SEO isn’t just about rankings — it’s about aligning strategy with real-world business goals. Through ongoing collaboration and data-driven refinement, we’re proud to support a business that delivers real value to its clients, and now has the digital visibility to match.
We couldn’t be happier with VOiD Applications, the service they provide is efficient, effective and personal. Chris makes SEO easy to understand and implements a strategy that is designed to achieve your objectives. They then work with you as the client to achieve your objectives, which they have certainly done for us. In 2025 they have more than paid their fees in leads. I would highly recommend Chris and VOiD’s services to help you improve your online presence!
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