Food Consulting is the first consultancy specialising in outsourced food safety and workplace safety for the food industry.

It works with businesses and companies across Italy, offering advice and services that guarantee product quality and the protection of health.

The first thing we did was work on the brand to identify its differentiating element and define Food Consulting‘s positioning. The analysis showed that one of its strengths lay in having adopted a system of delivering consultancy on an outsourced basis. From that came the positioning: The outsourced food safety specialists.

Having identified a communication direction to follow made all the subsequent work easier: creating written and visual content for the website and for the Google campaigns, with the aim of reaching an audience potentially interested in the brand’s services.

Our strategy involved several stages of work:

• a meeting with the client and information gathering to understand the real requirements and the business objectives;
• developing a brand strategy to define the brand’s identity and its market position relative to competitors,
• defining the communication strategy;
• developing and launching the new website;
• creating SEO-optimised visual and written content;
• creating a social editorial plan;
• creating Google campaigns to drive targeted traffic to the site and give the brand greater visibility;
• monitoring and periodic optimisation of the campaigns;
• producing periodic reporting to share with the client.

The brand positioning work was fundamental in allowing Food Consulting to stand apart from its competitors.

In parallel, optimising the site for search engines contributed to achieving the results hoped for: raising awareness of the company and winning qualified leads consistently.

Taking October 2021 to October 2022 as the reference period, organic and paid activity for lead collection produced steady growth:

• leads collected by email from the site: 300, up +63%;
• leads collected via site forms: 26, up +160%.

• website users: 8,370, up +118%;
• users arriving from Google: 3,543, up +112%;

On the SEO side, over the past year these were the keywords that grew the most;

• Formazione haccp (HACCP training) > from position 93 to 17 (+76)
• Haccp formazione > from position 86 to 19 (+67)
• Etichettatura prodotti alimentari (food product labelling) > from position 69 to 19 (+50)
• Corso di haccp (HACCP course) > from position 97 to 26 (+71)
• corso formazione haccp > from position 88 to 19 (+69)