Vero HR
Vero HR is one of the UK’s leading providers of outsourced HR solutions, offering a complete suite of HR, payroll, recruitment and consultancy services for growing SMEs. Based in Peterborough with a national reach, Vero HR partners with organisations looking to simplify people management through flexible outsourcing, combining deep expertise with a human touch.
By early 2025, Vero HR had established a strong presence within its sector but was ready to accelerate its digital performance. To achieve that, they turned to Brave, a partnership built on clarity, confidence and measurable results.
Ashlie Hinks, Marketing Manager
+39%
Organic Impressions
2x
Page 1 Organic Rankings
+35%
Organic Website Enquiries
When Vero HR approached Brave, they were preparing for a major website migration and rebrand. Their objectives were clear:
Vero’s existing site had strong branded visibility, but competitive terms such as “HR outsourcing” and “outsourced HR services” were dominated by large, established players. Content lacked the depth needed to compete in high-intent search spaces, and technical SEO issues, from metadata duplication to missing schema, were holding back performance.
Brave’s challenge was twofold: protect what was already working and create the framework for scalable, long-term organic growth.
Before diving into implementation, Brave carried out a full-scale discovery and technical audit of Vero HR’s website. This wasn’t just about identifying issues; it was about understanding why performance had plateaued and where the greatest opportunities lay.
Our audit combined data-led insights from GA4, Google Search Console and Microsoft Clarity with manual content and technical reviews. The goal was to create a prioritised roadmap; tackling foundational issues first, then layering on authority-building and conversion strategies.
Our initial audit focused on crawlability, indexation and on-page health, revealing key technical barriers to organic growth. Metadata was a major concern, with nearly a quarter of descriptions missing and many duplicated or overly long, weakening both relevance and click-through potential. Mobile performance was also underpowered, with a 21% Lighthouse score driven by uncompressed assets and redundant scripts slowing first contentful paint.
We also found gaps in canonicalisation and sitemap structure, causing duplication risks and poor prioritisation, while the absence of essential schema markup limited visibility in rich results. These findings shaped clear early priorities: strengthen crawlability, optimise metadata, improve load speed and establish a technically sound foundation ahead of migration.
Vero HR had a strong base of high-quality content, but our analysis revealed clear gaps between their resources and what users were actively searching for. While top-level topics such as “HR outsourcing” and “HR consultancy” were well covered, depth was lacking in sub-service areas where intent and competition were strongest. Keyword focus leaned heavily towards branded and informational terms, with limited presence in high-value transactional searches like “outsourced HR for small business”.
Internal linking was also shallow, restricting the flow of authority between key service, sector and support pages, while ageing evergreen content was beginning to slip in visibility. By mapping these insights against competitor performance, we pinpointed opportunities to strengthen topical clusters and capture long-tail demand through targeted, trust-driven content.
Technical and content gains only go so far without clear conversion pathways. Using GA4 and Microsoft Clarity, we tracked user journeys and interaction heatmaps to uncover key friction points. While engagement on service overview pages was strong, many users dropped off before reaching enquiry forms. Calls-to-action were often hidden below the fold, and inconsistent form layouts created unnecessary friction.
These behavioural insights guided a set of conversion-led recommendations, ensuring CRO principles were embedded throughout the SEO strategy to improve clarity, consistency and conversion performance.
From the outset, Brave set out to build not just rankings, but authority. Our approach combined technical precision, content evolution and a conversion-focused mindset.
1. Technical SEO & Site Readiness
We refined Vero HR’s site architecture to ensure crawlability and resilience ahead of migration. Key actions included:
2. Content Evolution
To differentiate Vero HR from generic competitors, Brave introduced an EEAT-driven content framework centred on expertise, experience, authority and trust. This involved:
3. Authority & Trust Signals
We developed a strategy to move Vero’s content from “services explained” to “expertise proven”. This included stronger internal linking between services and sectors, showcasing measurable client outcomes and surfacing proof points (testimonials, stats and certifications) throughout the site.
4. Conversion Rate Optimisation (CRO)
SEO alone isn’t a success. We layered CRO analysis through GA4 and Microsoft Clarity, using behavioural data to refine form placements, CTAs and messaging for improved lead conversion.
Migrating a high-performing site is one of the most critical and high-risk stages in any SEO strategy. For Vero HR, the rebrand and website redevelopment marked an exciting new chapter, but without the right preparation, it could have jeopardised years of authority and hard-earned rankings.
Brave’s role was clear: ensure a smooth, search-safe migration that not only preserved performance but also created a stronger platform for growth. Our process was meticulous, data-led and deeply collaborative, working alongside Vero’s internal marketing team and external developers throughout every phase.
Before a single redirect was created, we carried out a full pre-migration health audit to establish baseline data across organic visibility, rankings, crawl performance and conversion paths. This benchmark allowed us to measure impact accurately and diagnose any post-launch anomalies quickly.
This stage wasn’t just about recording data; it shaped the foundation of our entire migration plan. It told us which assets mattered most to users and search engines and where to focus technical precision.
The new Vero HR site introduced a refined structure, merging and reclassifying pages to align with the rebrand. While this improved UX, it introduced potential crawl and authority risks.
We built a comprehensive URL mapping document, aligning every legacy URL with its new destination to maintain equity and avoid redirect loops. Each redirect was manually checked to ensure relevance, topical consistency and minimal chain depth.
Redirects were then tested through staging environments to verify:
We also implemented redirect grouping, separating service pages, sector pages and blogs, to simplify tracking and troubleshooting post-launch.
Before go-live, Brave conducted a complete staging crawl and QA review, validating every element that could influence SEO health or indexation:
Schema markup was also implemented across Organisation, Local Business, Article and Contact schema to improve entity recognition and trust signals from day one.
Once the new site went live, Brave carried out a 48-hour technical audit to confirm that all redirects were firing correctly and crawl paths remained intact.
We then entered a six-week post-launch monitoring window, tracking and reporting on:
Any anomalies were triaged and resolved within 24–48 hours, keeping Vero’s visibility stable throughout the transition period.
With the site live and stable, our focus shifted to optimisation and authority building. The new structure gave us the opportunity to:
This ensured the migration wasn’t simply about preservation. It became the launchpad for Vero HR’s next phase of growth.
The results of Brave’s partnership with Vero HR speak for themselves. Across six months of strategic SEO, content optimisation and a seamless website migration, Vero HR achieved measurable, sustainable growth that’s set the foundation for continued momentum.
These outcomes prove that performance-led strategy and technical precision can deliver lasting results, not just traffic spikes.
With the migration complete and performance foundations secured, Brave and Vero HR are moving into a new phase focused on scalable content growth and conversion optimisation. The goal: to dominate the HR outsourcing space through depth, authority and joined-up user experiences that convert interest into loyalty.
For Brave, success isn’t measured in traffic alone. It’s about meaningful, sustainable growth. Together, we’ve transformed Vero HR’s digital presence from static to scalable, delivering a search strategy built to attract, retain and scale.
Real growth takes real expertise. Speak to the team who made this happen.
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