The Money Advice Service

An overview of how we did and how we got there


The Money Advice Service is an organisation set up by Government to help educate people on key money-related topics.

After going through a detailed Government tender process to win the business, we presented a plan based around the creation and distribution of quality content to drive awareness and domain equity.



The focus was on a threefold plan that consisted of the following elements:

1. Consulting on a redevelopment project for the site that involved a complete redesign and Information Architecture (IA) change.

2. Work to define an integrated approach to organic search, creating planning, reporting and communication plans between teams including SEO, PR, Partnerships, Social and more.

3. Off-page, content-led PR and outreach to earn links for key parts of the site



SEO Penalty Recovery Infographics Link Building

Site RedevelopmentContent CreationContent StrategyDigital PRContent Governance


Focus began on the redevelopment process with our role centering around the provision of data-led evidence for the possible impact of a series of suggested IA changes.

This dovetailed with advice on URL structure, redirects and other technical changes necessary to minimise the impact of the relaunch.

Alongside that our team worked hard with the internal SEO function to create new lines of communication, ways of working and strategies to enable a more integrated approach to organic search.

That complex process involved winning the hearts and minds of the Money Advice Service’s internal teams including editorial, partnerships, PR and more as well as establishing physical ways of working and sign off.

Out of that flowed a digital PR campaign process that focused on key areas of the site to drive traffic and visibility growth. You can see the results of that below:


money advice service

"We ran an extremely competitive pitch process to choose our agency and Zazzle shone through with their approach to content led campaigns. The fact that they have been working in this way since they started means they have a lot of experience - and some brilliant, experienced content people in house to provide the level of quality we need. The team have also worked hard over recent months to help us define a clear content approval process; something which is not easy at a complex organisation like ours. On every occasion though they have won over the trust of stakeholders thanks to their impressive knowledge of content." Grant Bantin Digital Marketing Manager
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