Do you know the classic “blame game”?
The PPC agency claims the campaigns are set up perfectly and drive traffic - but the website doesn’t convert. Developers, on the other hand, shrug their shoulders - the code is clean, the website is fast, the problem must be low-quality visitors.
And you, as the client, are stuck in the middle, paying invoices to both sides with no results in sight.
At iMPROVE, we don’t play this game.
After 16 years in digital, we’ve learned one essential truth:
Web and marketing are not two separate disciplines. They are communicating vessels.
When development and marketing sit “under one roof” (even remotely), the discussion shifts from who’s at fault to how we improve it together.
Here’s why the “one partner for everything” model works better in practice than coordinating three different suppliers.
The PEM Story: From Tied Hands to Their Own Playground
The best way to explain this is through the story of our long-term client - PEM.
They’re experts in steel and concrete halls, and we’ve been working together for more than 10 years.
It started with a typical corporate challenge. PEM had a parent company in Austria, and the Slovak branch operated on the central domain. There were strict rules — we couldn’t change the structure, we couldn’t optimize conversion paths, and the content was just a translation of the German original.
As marketers, we saw lost opportunities. As developers, our hands were tied.
Step 1: Hacking the System
Instead of giving up, we joined forces. We came up with a “satellite website” strategy.
We created a standalone microsite focused solely on Slovak references and completed projects.
The goal was clear: we needed relevant and authentic content for the Slovak customer - something the corporate website didn’t offer.
Even though paid ads still had to lead to the central domain, the “satellite” gave us a powerful tool.
Marketing:
We finally had a trust-building asset. We could show Slovak companies:
“Look, we’re here. We build halls for your neighbours.”
This significantly increased brand relevance in the local market - something German translations could never achieve.
Development:
We had full control over the code and how we showcased photos, without limitations of the central system.
And the results came quickly. Data and market feedback showed that local content works.
The numbers from our little microsite convinced the headquarters. We proved - with data - that our approach made sense, and they gave us the green light to build a full-scale Slovak website.
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When Data - Not Opinions - Make the Decisions
The Slovak PEM website has already gone through its third major redesign. None of them happened because “we didn’t like the color”. Every change was based on years of analytics and real behaviour.
This is where the synergy of Dev + Marketing shines:
When our marketer says “I need to test a different CTA text” or “We need to deploy server-side tracking to get more accurate Facebook API data despite cookie banners,” nobody panics.
An external agency would say:
“Submit a ticket to IT, send a specification, we’ll estimate it, it’ll be ready in two weeks.”
With us?
The developer knows exactly why the marketer needs it.
Solutions often take hours, not weeks. Performance issues (site speed, Core Web Vitals, structured data) are handled continuously because they are part of our marketing strategy.
We apply the same principle with another client, TRIV, where campaigns directly influence how we build new website sections.
It’s a constant cycle:
Measure → Evaluate → Adjust the code → Measure again…
Innovation Happens When You Understand the Client’s Business
The biggest value of an “all-in-one” partnership isn’t speed — it’s ideas.
When you truly understand the client’s business, you start seeing problems technology can solve.
During discussions with PEM, we discovered a big issue in tenders. Investors often compared “apples to oranges”. Offers from different hall suppliers were inconsistent and difficult to compare.
That’s when our internal synergy kicked in:
Marketing perspective:
“We need a strong lead magnet — something genuinely useful that educates the customer and brings us high-quality leads.”
Developer perspective:
“Let’s build an intelligent Quote Generator — a form that guides the user through specifications and generates a professional PDF at the end.”
The Result:
PEM now has a tool that helps their customers compare offers fairly — and it generates extremely relevant inquiries.
No external agency that “just codes the website you request” would ever propose this, because they wouldn’t understand the business context.
Partner vs. Supplier: The Difference Is Responsibility
For us, being your partner means we treat the website and marketing as a shared mission.
A supplier bills hours and completes the assignment exactly — even if the assignment is wrong.
A partner speaks up and says:
“Let’s not do this — the data shows it will hurt conversions. Let’s try this instead.”
At iMPROVE, we choose to be partners.
It saves your time — no need to play the messenger between three agencies.
It saves your budget — because things are done once, and done properly, with SEO and UX in mind.
And most importantly, it brings results you can measure.
Want measurable results?
We’ll show you how to unite marketing, development, and data into one high-performing solution.
