I-PRAC is a global certification platform for short-term rental professionals. Its in-depth verification process for short-term rental agencies and property owners helps businesses differentiate themselves as legitimate operators in the industry, at a time when cases of rental fraud are on the rise.
The company initially approached us to develop its brand identity and web presence. Our main objective was to ensure the components of the brand, including key messages and the website, would resonate with the right people in the right way. We also needed to enhance I-PRAC’s online application to maximise conversions.
Our design, development and content teams set out to re-engineer the sitemap in order to aid the user journey. This meant we could tell the I-PRAC story in the most cohesive manner, with the goal of the application process being the user’s final destination. Despite it being a complex project, the build was smooth and the client was happy throughout the whole process.
We have since supported I-PRAC with a PR and content strategy that enhanced its early credibility, created a splash in the industry and built an authoritative voice for the brand. This strategy sparked interest from national news and production companies, with both our own and I-PRAC’s research featuring on ITV News and BBC’s Rip Off Britain.
Further web enhancements have included development of the Resource Hub; landing pages and bespoke CRM functionality for people looking to become an I-PRAC Partner or Ambassador; a free property check tool that advises travellers on the legitimacy of their booking; and a Report Fraud page to enable victims of fraud to share their story.
We also supported I-PRAC with the creation of an investment pitch deck, as it looks to further grow its membership and raise awareness of rental fraud. The company continues to rely on us for ad-hoc marketing and web support, as and when required.
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