Background
Underdog, a branch of National Accident Helpline, set out to relaunch its website as part of a full rebrand and performance optimisation initiative.
With limited existing brand presence, the business required a comprehensive overhaul, one that would elevate its digital identity while embedding SEO best practice into the foundations from the outset.
Solution
We delivered an integrated digital strategy to shape Underdog’s new brand and platform:
Best-in-class SEO: Our in-house experts refined existing copy to align with updated brand and compliance guidelines, alongside developing new E-E-A-T optimised landing pages targeting key claim types.
Supporting the transition: Technical SEO audits conducted pre- and post-launch, combined with strategic redirect mapping, protected link equity and ensured a smooth transition of existing rankings.
An Umbraco build: We developed a scalable site on Umbraco, complete with custom tracking integration and Trustpilot configuration, giving Underdog greater control over site functionality and improved visibility of customer reviews.
Impact
The relaunch delivered measurable transformation in a competitive market.
Within a short timeframe, Underdog achieved a 938% increase in SEO impressions and a 321% uplift in visibility. Despite undergoing a brand rebuild, the site secured Page 1 rankings for key competitive search terms.
The result is a scalable, search-optimised platform that supports ongoing lead generation and long-term growth.
"Great work - thanks for all your & team's hard work in getting this over the line!"
