Case Study | How Castle Helped The PAYE People

The PAYE People

How did we help The PAYE People?

1. Client

The PAYE People is a UK-based company that helps employed people claim tax refunds and rebates. They are a team of tax specialists dedicated to helping people in the UK claim back money they are owed from HMRC. The PAYE people operate on a no-win, no-fee basis. For each successful tax rebate they secure, they receive a percentage of the money the person is owed.

2. Objective

The PAYE People were a start-up company who came to Castle looking for a complete branding package. They needed a website to facilitate lead generation. They wanted the website to be an informative one-page content site that reflected their corporate image. It also needed to be somewhere they could send a high volume of people, to fill in a form with all their details.

The PAYE People also wanted Castle to generate leads for their company through a range of lead generation campaigns. These campaigns would be run through social media advertising and PPC, targeted at people on PAYE who could be eligible to claim a tax refund.

A Mac with a screenshot of the PAYE People homepage displayed on the screen.

3. Solution

Castle helped The PAYE People set up their company, designing a website and running lead generation campaigns to turn them into a multi-million-pound company in less than a year. The way the business is structured means that it is completely scalable. This means the more leads we bring to the company, the more it can grow. So their aim was to increasingly bring in a high volume of leads each month.

We designed and built The PAYE People website through WordPress, which facilitated a long one-page site with a lot of information. We also set up lead generation campaigns through targeted Facebook Adverts and pay-per-click campaigns. Since its launch at the end of March 2020, we have increased traffic to their site by 26,406.67%, bringing in on average 8,200 leads per month in 2021.

A screenshot of two iPhones with the PAYE People interface displayed on both screens.

4. Branding

First of all, as The PAYE People was a brand-new company, we had to develop branding to fit in line with their company. Our design team conducted in-depth market research into their sector and target audience. After which they developed a logo and branding which positioned them firmly within their sector, fit in line with their company narrative and would be recognisable and trustworthy to their target audience.

An iPad with The PAYE People interface displayed on the screen.

5. Website

After they were happy with their branding, we designed and built their new website on WordPress. The website was a long single page site with a lot of information split into easily digestible sections. This made it easy to use and navigate for users. We chose a content-heavy website and produced a lot of content about tax rebates, informing people why they are entitled to claim back tax, and for what reason. The intention was also to help the site rank organically in Google’s search results pages for relevant keywords and phrases surrounding tax rebates.

We included plenty of call-to-action buttons throughout. This meant that at any point when reading through the site, someone could easily get in touch with the simple click of a button. This allowed for quick and easy conversions.

Two Macbook laptops with The PAYE People website displayed on both screens.

6. Facebook advertising

Castle set up paid advertisements for the PAYE People through Facebook, targeting people eligible for tax refunds. We kept the targeting quite generalised to allow us to reach a wide audience. This increased the likelihood of bringing in a large lead volume each day. The eligibility criteria for claiming a tax refund are quite broad. So, we found that the more generalised the targeting, the better.

The ad copy we wrote alongside the advertisements highlighted the financial incentives. We used taglines such as ‘claim up to £5,000’ to catch people’s attention, with a brief overview of why they may be eligible. We also highlighted the fact that it’s free to find out if they are eligible. This was because people are much more likely to fill the form in if they know it won’t cost them a penny. And they could potentially claim back thousands, leading to a higher conversion rate.

The Facebook advertisements were extremely successful. They have brought in, on average, around 2,854 leads per month in just the first three months. Facebook advertising is a great way to access the PAYE People’s target audience. It also allows us to advertise to a wide audience to facilitate a high lead volume.

A screenshot of a Facebook post for The PAYE People displayed on an iPhone.

7. Pay-Per-Click

Castle also set up paid advertisements for the PAYE People through pay per click (PPC) campaigns on Google AdWords. These PPC ads target high-intent keywords. For example, ‘tax refunds’, ‘tax rebate’, ‘claim a tax refund’, and ‘can I claim tax back’. These ads target people who are already looking to claim back tax, or who are already aware that they can. This, therefore, increases the conversion rate and brings in a higher quality of leads. In May 2021, our targeted PPC campaigns brought in 2,956 leads.

An iPad with a screenshot from a Google search displaying The PAYE People PPC ranking results.

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