Sabio is an independent contact-centre technology specialist. They focus on delivering exceptional customer service strategies and solutions. As their range of services and technology solutions expanded, we created a new brand framework and website to meet their business ambitions.

The Challenge

Following various acquisitions, the Sabio group had grown. The existing brand identity needed to evolve to support and reflect their new structure and capabilities.

The Sabio website was a long-established, content-rich site that achieved around 55% of its traffic from organic search. However, the platform and domain no longer fitted with the ambitions of the business to grow into a global presence.

We needed to create a robust migration and search engine optimisation (SEO) strategy. These would mitigate the planned changes to the platform, design, structure, content and user experience.

page speed increased by 63 points on mobile
new domain authority increased from 0 to 35/100
brands brought into 1 framework

Our Response

We worked with Sabio staff in London and Glasgow to create a new brand framework. The framework positioned Sabio Group as the corporate brand, Sabio as the master brand and created three sub-brands.

We defined the purpose and role of each and created brand values, positioning and naming. As well as new brand guidelines and photography, we created a launch film to introduce the Sabio brand and values to staff.

Our developers built a new website to bring the brand to life. This was a customised WordPress site to integrate with third party systems.

We then moved the Sabio website from an established .co.uk domain onto Sabiogroup.com. We subsequently developed a Spanish language version of the site.

After a content triage to identify the key blog and news pieces, our digital marketing team created a detailed redirect plan. This ensured the best possible user experience when the new site went live for users searching for any pages that no longer existed.

The Impact

We set a target to increase the domain authority (an indicator of how well a site will rank) of Sabiogroup.com from zero to 30/100. We smashed this target and increased authority to 35/100. This success is reflected in the 20% uplift in sessions from organic traffic so far.

Another KPI was to increase the page speed of both mobile and desktop versions of the site. We increased page speed by 63 points on mobile to 85/100 and by 10 points on desktop to 97/100. This improved customer experience across all devices.

AB now has an ongoing relationship with Sabio to provide content strategy and creation, technical SEO and website maintenance. The aim continues to be to build brand awareness in key audiences and generate lead conversions.




We're delighted with the work AB has done and continues to do for Sabio. The time spent up-front getting to understand the business was key to the brand work and the team is knowledgeable and fun to work with.
Craig Pumfrey, Head of Global Marketing