How Vulcan Turned A Self-Built Website Into A Lead-Generation Platform.
Hatch replaced a basic Squarespace presence with a faster, proof-led website built to generate calls, grow Vulcan's newsletter and keep pace as the agency sharpened its offer around Google and YouTube Ads.
The brief
Build A Website That Proves The Work, Creates Demand And Can Move With The Business.
Vulcan had outgrown a self-built Squarespace site. The agency needed a more credible way to explain its expertise, turn client results into convincing proof and create clear routes into a sales call or its newsletter—without building a platform that would become obsolete when the offer changed.
- Client
- Vulcan Digital
- Industry
- Ecommerce Advertising
- Services
- Web Strategy, Design & Development, SEO Foundations, Conversion & Lead Generation
- Timeline
- January 2025–ongoing
- Status
- Live & evolving
Client testimonial
Hear It Directly From Liam Dinnen.
Liam Dinnen, CEO at Vulcan Digital, shares their experience of working with Hatch and what the partnership delivered.
Vulcan Digital · Web design, development & SEO
Vulcan had outgrown the website it built for itself
Vulcan Digital is an ecommerce advertising agency. When the team came to Hatch in January 2025, its expertise and ambition had moved well beyond the website representing it.
The existing Squarespace site was a practical starting point the team had built and managed internally. But it could no longer carry the commercial weight being asked of it. The offer had broadened across Google Ads, Meta Ads, creative production and data analytics, while the website remained a relatively thin introduction to the business.
That created a proof problem as much as a design problem. Prospective clients were being asked to trust Vulcan with substantial advertising budgets, yet the website did not fully show the thinking, creative capability or commercial results behind the service. It also gave the team limited ways to capture interest from people who were not ready to book a call immediately.
The brief was to turn that basic presence into a genuine business asset: more credible, more discoverable and much better equipped to move a prospective client from first impression to action.
The real job was to make the evidence impossible to miss
For an advertising agency, polished language is not enough. Buyers want to know whether the team has solved a problem like theirs, how it thinks and what happened next.
We therefore built the website around proof rather than treating case studies as an afterthought. Vulcan’s client work received dedicated story structures that could connect the starting challenge, campaign decisions, creative output and result. Video, imagery and performance figures could sit together instead of being scattered across decks, folders and sales calls.
This mattered particularly in the original version of the website, when Meta creative was a larger part of Vulcan’s offer. The team produced and edited a substantial volume of image and video advertising. The site needed to show that work at the quality and pace prospective clients would expect from the agency—not merely claim that the capability existed.
The current site carries that proof-led approach forward. Case studies and testimonials sit close to the main proposition, while result snapshots give prospects useful commercial context before they ever speak to the team.
We designed two routes into the relationship
Not every strong prospect is ready to hand over an advertising account on the first visit. The website needed to work for the person ready to talk now and the person who wanted to learn from Vulcan first.
The direct route is clear: focused calls to action lead to a dedicated booking journey. The second route is longer term. Newsletter forms give visitors a reason to stay connected, while practical resources and educational content demonstrate how Vulcan thinks before asking for a sales conversation.
Free tools became an important part of that system. The live site now includes calculators for breakeven return on ad spend, target customer acquisition cost and breakeven marketing efficiency ratio. Each one turns a question ecommerce operators already have into a useful interaction with the brand.
That is a more durable model than relying on a contact page alone. A prospect can encounter a client result, use a calculator, watch a useful video or join the newsletter, then return when the commercial need becomes urgent.
| Starting position | What we changed | Commercial purpose |
|---|---|---|
| Self-built Squarespace presence | Purpose-built, responsive website with stronger performance and a more professional visual system | Bring the digital first impression up to the standard of the work Vulcan was selling |
| Broad claims about capability | Dedicated case-study, results and testimonial structures | Let prospective clients evaluate evidence before a sales call |
| Creative work difficult to present in depth | Layouts for video, campaign imagery and performance context | Make the breadth and quality of delivery visible |
| Limited search footprint | Service and offering pages with technical search foundations | Create more relevant routes into the site and improve target-keyword discoverability |
| No newsletter acquisition path | Newsletter capture placed into the wider content journey | Nurture good-fit prospects who were not ready to book a call |
| One high-commitment next step | Free calculators, educational content and repeated booking routes | Create useful entry points for prospects at different stages of intent |
The platform could change when the business changed
The strongest test of the build came after launch.
Vulcan’s proposition evolved. Meta Ads, creative production and data analytics had been important parts of the original brief, but the agency later made a sharper strategic choice: focus on Google and YouTube Ads for ambitious ecommerce brands.
That kind of repositioning can make a rigid website obsolete. In this case, it became the next phase of the work. We restructured and redesigned the relevant parts of the site, removed emphasis from services Vulcan no longer wanted to sell and rebuilt the message around the focused offer.
The current opening is deliberately direct: “Google Ads for Ambitious 7–9 Figure Brands.” Case studies, testimonials, commercial result snapshots and educational video now reinforce that one position. The site is no longer trying to prove that Vulcan can do many things; it is building authority around the thing the agency has chosen to own.
That change also explains the value of an ongoing website partner. Hatch is not retained to make changes for the sake of activity. Vulcan comes back when its brand, offer or commercial priorities move, and the website is adapted so the market sees the business as it is now.
A stronger website began producing stronger commercial signals
Vulcan Digital reports that website enquiries in the first six months after launch reached 2.1 times the level recorded during the preceding six months.
In his public review, Vulcan founder and head of growth Dr. Liam Dinneen says the redesigned site looks better, loads quickly and has already produced a “big boost in enquiries”. He also reports higher Google rankings for the keywords the agency wanted to reach.
In a second public review, Vulcan co-founder and head of strategy Daithi Ó Muirthile describes the old site as needing a complete overhaul and the replacement as a website that fits the brand and converts. He also reports a notable increase in website lead generation and early organic-traffic growth.
Those are meaningful outcomes because they correspond to the original job of the project: improve the quality of the first impression, help more relevant prospects discover Vulcan and create clearer routes from interest to action.
The result is a website that can keep earning its place
Vulcan did not need a prettier version of the same brochure. It needed a website capable of doing commercial work: showing proof, answering questions, building an audience and giving qualified prospects a clear next step.
That is what the platform now does. The team can lead with detailed client outcomes, publish practical resources, grow its newsletter, educate prospects through video and direct high-intent visitors towards a call. When the agency changed direction, the website changed with it rather than holding the business to an outdated proposition.
The relationship continues on that basis. Hatch remains Vulcan’s web-design and development partner, returning to the site when a new page, sharper message or redesigned section is needed. For a fast-moving agency, that responsiveness is part of the value: the website can keep reflecting the business the team is becoming.
For other service businesses, the lesson is straightforward. A strong website should not simply record what you sell today. It should give your proof room to work, create more than one path into a relationship and be structured well enough to support the next version of the business.
If your current site is lagging behind your offer, book a call with Hatch and we can identify the most valuable place to start.
Common questions
Frequently Asked Questions
What did Hatch deliver for Vulcan Digital?
Hatch planned, designed and developed a new website with dedicated service and case-study structures, search foundations, free calculator routes, newsletter capture and clear call-booking journeys. Hatch has continued to adapt the site as Vulcan's brand and offer have evolved.
Did the new Vulcan Digital website generate more enquiries?
Vulcan Digital reports that website enquiries reached 2.1 times the level of the preceding six months during the first six months after launch.
How did the website adapt when Vulcan changed its positioning?
The website was reworked from a broader paid-media and analytics proposition to a focused Google and YouTube Ads offer, while retaining the proof, resource and conversion systems built into the original platform.
“It looks amazing, loads fast, and we’ve already seen a big boost in enquiries.
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