The challenge
Making two audiences easier to serve.
Impulse Decisions works across two connected but commercially distinct areas: charity fundraising and premium hospitality. A charity may be seeking a full auction partner, while a hospitality customer may be searching for a specific event, experience or destination.
The digital presence needed to bring these audiences together within one clear experience, while helping each visitor reach the most relevant part of a broad and changing offer.
Our approach
Clear journeys for charity and hospitality.
We looked beyond individual pages to understand the questions, motivations and levels of intent behind fundraising and hospitality searches. This insight shaped clearer customer journeys, from initial discovery to tailored enquiry.
The website structure and SEO strategy were planned together from the beginning. Search demand informed the information architecture, page hierarchy, content requirements and internal linking, creating a platform designed for people, search engines and the commercial needs of the business.
Website Design & Development
Bringing a diverse offering into one clear experience.
We redesigned and developed the site around two primary customer journeys, charity fundraising and premium hospitality. Clear navigation helps visitors understand the breadth of the business while reaching the relevant service, event or experience quickly.
Flexible structures allow the team to update sporting events, hospitality packages, destination pages, fundraising services and educational resources without rebuilding the website as the calendar changes.
- Separated fundraising and hospitality journeys
- Scalable sport, venue and destination structures
- Event-led content and clear conversion paths
- Flexible content management for internal teams
SEO
Building organic visibility across multiple markets.
The ongoing SEO programme protects established authority around charity auctions while expanding visibility across commercially valuable hospitality, sports, events, venues and experience searches.
Core hospitality hubs connect to individual events, circuit or venue guides, package information and supporting articles. This creates connected topic clusters that help users move naturally from early research to commercial consideration.
- Search intent and keyword analysis
- On-page, technical and structured-data improvements
- Hospitality, sport and venue topic clusters
- Continuous performance review and opportunity analysis
The connected impact
A platform built to keep the calendar moving.
The website provides the structure, experience and conversion journey, while SEO ensures the right audiences can discover it. Search insight informs which services, sports, events and venues require dedicated content, and performance data shows where further improvements can create the greatest commercial return.
Seven52 continues to develop the platform, improve organic visibility and respond to new commercial opportunities as the events calendar evolves.
Overall results
Measured across the connected programme rather than isolated channel activity.
