Impact Media Lab

Driving visibility, rankings, and results with smart content strategy | Marketing + Design

Sector

Sector

Services

Keyword Research
Competitor Analysis
SEO Content
Newsletter Writing
Web Design

The Challenge

Impact Media Lab had built a reputation for translating complex scientific research into compelling, accessible media. With a loyal client base and a strong service offering, they were doing impactful work—but their digital presence wasn’t keeping pace.

Their website wasn’t surfacing in search results, blog traffic was low, and lead generation felt inconsistent. While their team was publishing thoughtful content, none of it was optimized for search. On top of that, their web design didn’t clearly guide users toward inquiry or conversion.

They came to Sunday Roast with a familiar pain point: “We’re doing good work, but no one seems to be finding us.”

What they needed was a strategy that could bring structure to their content, drive qualified traffic, and increase visibility—without sacrificing the authenticity or intelligence that made their brand distinct. That meant we had to:

Understand how their audience searches and thinks
Build a repeatable system for SEO-driven publishing
Design content that didn’t just inform, but converted
Create a clear UX structure across the website

In short, they didn’t need more content. They needed a content and web design system that worked together.

The Solution

We began by doing what we do best: listening and researching. We took a full audit of their existing content, search performance, and website architecture, then ran competitive analysis to identify where they had the opportunity to own whitespace.

Here’s what we implemented:

1. A Quarterly Content Strategy

Rather than pushing out reactive content, we built a repeatable strategy structured around their goals. Each quarter, we:

Identified high-intent keywords aligned with their audience’s search behavior
Developed blog topics that mapped to those search terms
Scheduled publication to support ongoing traffic and seasonal relevance

2. SEO-Driven Blog Production

We wrote and designed six long-form blog posts per quarter, each optimized for specific keywords. These weren’t fluff pieces or shallow listicles. They were educational, visually engaging, and structured for both readability and ranking. Each blog featured:

Keyword-optimized titles, H1/H2 tags, and meta descriptions
Internal links to key service pages and past content
Shareable visuals and branded illustrations

3. A Branded Quarterly Newsletter

To keep audiences engaged, we wrote and designed a quarterly newsletter that provided value beyond the usual “update.” It included:

A lead story with commentary on industry trends
Highlighted blog content and educational resources
A featured project spotlight to build credibility

4. Web Design & UX Support

To make sure the content didn’t live in a vacuum, we audited and adjusted key parts of the website:

Improved site hierarchy and navigation to make blogs easier to find
Redesigned key landing pages to support inbound traffic
Optimized blog layouts for reading, scanning, and CTA placement

Our goal was not just to drive more people to the site—but to guide them toward deeper engagement once they arrived.

Within just six months, Impact Media Lab experienced measurable growth across every key performance metric.

Search Visibility

+13,000 new search impressions from improved ranking positions
Top 10 search positions for multiple blog topics

Engagement

2x increase in click-through rate (CTR) to blog pages
3x more clicks to priority pages from organic traffic
Lower bounce rates due to stronger UX and improved content structure

Conversions & Business Impact

Increased contact form submissions and project inquiries
Improved email engagement from newsletter subscribers
Greater visibility and authority in their niche scientific communications space

It wasn’t about volume. It was about intentional, consistent execution. Every piece of content had a role to play. Every blog supported SEO. Every design decision supported clarity and conversion.

Why It Worked

The real value of this project was in systematizing content production while embedding it into a larger brand and web strategy. Rather than chasing trends or producing disjointed assets, Impact Media Lab now had:

A content strategy grounded in business goals
A publishing rhythm they could rely on
A web experience that supported and elevated their thought leadership

This work didn’t just generate more traffic. It deepened their credibility, sparked new partnerships, and turned their site into a true growth channel.

Looking Ahead

Impact Media Lab now has a scalable digital foundation. They continue to produce content on a consistent cadence, informed by our keyword research and planning frameworks. As the SEO compounds, their visibility continues to grow—driving leads, strengthening authority, and giving them a clearer voice in the scientific communication space.

If you’re an organization doing brilliant work but struggling to get noticed, this case study is your proof: smart content strategy paired with focused web design works.

Want to know how we could do the same for you?

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