Independent Web Marketing

UK Firm Doubles Client Base, Scales for Further Growth with LightCMS

Five years ago, Mark Caswell, owner of Independent Web Marketing, a website design firm based in the U.K., turned to the man flying him in a hot air balloon across the Masai Mara National Game Reserve in Kenya and offered a deal. Caswell would develop and maintain a website for him if he'd fly him in his balloon next time he was in Kenya.

It's an arrangement that has worked out well for both Skyship Company and Independent Web Marketing ever since and is indicative of how Caswell runs his business β€” with personal relationships, quality work and referrals. So three years ago, when the company decided to move its sites to the LightCMS platform, Caswell had to return to those personal relationships to convince clients to move over with him. Most all of them did.

"Across the board, every website we build for a client on LightCMS gets more visitors and generates more business than the previous version of their website ever did,"

"We went mad migrating clients over," Caswell said of the 100 websites he and his team moved to LightCMS.

Since then, he's more than doubled his client base. That's partly because LightCMS is an easy sell, Caswell said. Most clients have come to understand the importance of mobile browsing and the fact that IWM can easily deploy responsive designs on LightCMS is a huge benefit. Every site he and his team now builds is responsive and mobile friendly.

In business since 1996 when, according to Caswell, selling website design "was like selling double glazing whilst having to explain what glass was," the Lincolnshire-based company now serves clients that range from a small hot air balloon company to the British Athletes Commission, a government funded organization representing 1,500 elite athlete members, many competing at the Olympics.

Three years ago, he realized that the cloud was the future of the industry. That meant moving off of his existing content management system, a complex, antiquated system that was built for the company.

"I'm never one to have a few here and a few there. I've always wanted to find the true platform," he said. "We've always used a CMS, as we've always wanted to empower the client, so over the years we have used quite a few. However, it was only when we discovered LightCMS, with its ease of use and total reliability, that the lights really went on for us."

"Every feature and function just does exactly what you dreamed it would do"

In fact, because LightCMS runs in the cloud, Caswell is able to avoid the time and expense of managing infrastructure and software while his clients are able to do much of their own website management. As a result, the company has grown significantly without investing more in client support. Clients can get up and running on the platform quickly and they love its full-featured functionality that is also so easy to use.

"Every feature and function just does exactly what you dreamed it would do," Caswell said.

Take, for example, the image element.

"This whole idea of being able to upload an image and it working as one image and that you can resize it and crop it, that you can turn something into a slideshow or an album, is a really useful feature, especially when you talk about things being responsive," Caswell said.

Caswell is also confident in future enhancements to the platform. The advent of the LIghtCMS Partner Platform β€” offering unlimited users, data and pages for a deeply-discounted flat fee β€” creates a huge opportunity for the future of his business. This is great news because, as he has already proven, setting up clients on LightCMS has a very positive impact on client websites.

"Across the board, every website we build for a client on LightCMS gets more visitors and generates more business than the previous version of their website ever did," he said. "We have more than doubled our customer base in the 30 months since we moved to LightCMS and we expect to double it again in the next 18 months."

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