Case Study: ICAS (Institute of Chartered Accountants of Scotland) achieves 300% more searches and 93% more mobile sessions with Squiz

ICAS - Customer Case Study

ICAS (The Institute of Chartered Accountants of Scotland) faced a rapid shift in member behaviour from print and in-person services to on‑demand digital and mobile access. Their legacy site suffered deep information architecture, poor findability, no SEO or workflow governance, and a devolved author model that hid content — so ICAS engaged Squiz (using Squiz Matrix and Funnelback) to drive a customer‑centric transformation.

Squiz implemented a search‑centred rebuild with Funnelback search and Squiz Matrix, drastically simplifying the IA to home and article pages, adding dynamic tiles and navigation filters, running extensive user testing, and training 100+ staff in SEO and mobile content. The results were measurable: searches rose 300%, page views increased 225% year‑on‑year (2015 vs 2014), and mobile sessions grew 93% YOY; Squiz’s work also improved author workflows, user satisfaction and set the foundation for ongoing personalization.

ICAS