Nottingham-founded B Corp search and performance agency with 120+ staff across four offices
About Impression Digital
Impression is a search and performance marketing agency founded in Nottingham in November 2012 by Aaron Dicks and Tom Craig. Both had worked at larger agencies and felt client work there fell short. Dicks was 22 at the time and is a developer by background with a focus on technical SEO. The pair grew the business from two people to 15 within about three years, helped by the Growth 100 scheme. Today the agency has more than 120 staff and has offices in Nottingham, London, Manchester (Beehive Mill in Ancoats) and New York. Tom Craig is co-founder and managing director, Aaron Dicks is co-founder and technology director, and Petar Jovetic leads organic work.
Their SEO practice covers technical SEO, with particular depth in site migrations and JavaScript rendering, plus content, copywriting, digital PR, local search and generative engine optimisation for answers in ChatGPT and Gemini. Local work includes map pack visibility and Google Business Profile management. Engagements start with onboarding and immersion sessions, where objectives, KPIs and timeframes are agreed. Forecasts are refreshed every three to six months, and clients get custom Looker Studio dashboards backed by a data science team. They also run proprietary SEO testing software and in-house tools called Alexis and Velocity.
Impression has no dental or healthcare page. Its sectors are ecommerce, B2B, SaaS, fintech and sustainable brands. Specsavers has given a testimonial. For dental buyers it is best suited to large multi-site groups, DSOs or dental product brands with complex websites, migrations or national ambitions. A single-surgery practice is unlikely to match its typical budgets.
Results include a 179 percent revenue increase for Abigail Ahern, a 253 percent rise in enquiries for Richard Nelson, and around 1 million pounds in monthly revenue linked to SEO and digital PR for jeweller Queensmith. For data provider EMIS they built automated copy for millions of thin pages and a custom sitemap structure, lifting indexed URLs by 121 percent and organic sessions by 42 percent. Awards include Independent Agency of the Year and Integrated Agency of the Year in 2026, Best UK SEO Campaign at the 2026 Global Search Awards, and Digital Agency of the Year at the 2024 Global Agency Awards.
On Clutch they score 4.9 from seven verified reviews. Clients describe them as an extension of the in-house team and praise communication and quality. Criticisms mention PPC reports that were hard for non-specialists to read and some early over-servicing. They hold 5.0 from 65 Google reviews.
Prices are not published. The minimum project size is 5,000 US dollars, with hourly rates of 150 to 199 dollars. The agency is a certified B Corp, a Google Premier Partner, a Microsoft Select Partner and a Meta Business Partner, and has 95 percent client retention.
Impression Digital's Website
Impression Digital at a Glance
| Founded | 2012 |
|---|---|
| Team size | 120+ employees |
| Headquarters | Nottingham, England, UK |
| Other offices | London, Manchester, New York |
| Leadership | Tom Craig (Co-Founder and Managing Director); Aaron Dicks (Co-Founder and Technology Director); Petar Jovetic (Organic Director); Claire Elsworth (Strategy Director); Mikey Emery (Commercial Director); Liam Wade (Performance Director); Mike Wickham (Paid Media Director) |
| Languages | English |
| Pricing | Not published. $5,000+ minimum project size; $150-$199 hourly rates. |
| Contracts & reporting | Onboarding and immersion sessions; agreed objectives, KPIs and timeframes; forecasts updated every 3-6 months; custom Looker Studio dashboards with monthly, weekly and real-time KPIs. |
| Tools & partnerships | Google Premier Partner; Microsoft Select Partner; Meta Business Partner; Screaming Frog SEO Spider; Looker Studio; proprietary SEO testing software; Alexis; Velocity |
Dental Marketing Services
- Technical SEO
- site migrations
- JavaScript SEO
- content SEO and copywriting
- local SEO and Google Business Profile management
- generative engine optimisation
- digital PR
- paid search
- paid social
- CRO and UX
- analytics and reporting
Dental Clients & Results
- Abigail Ahern: 179% revenue increase (paid media and SEO)
- Richard Nelson: 253% increase in enquiries (digital PR, paid media, SEO)
- Queensmith: about 1 million pounds monthly revenue (digital PR and SEO)
- EMIS: 121% more indexed URLs and 42% more organic sessions (SEO, 2019)
- Topps Tiles: 33% unique visitor share (paid media and SEO)
Why Dentists Choose Impression Digital
- Head office in Fothergill House on King Street, Nottingham
- Cancer Research UK is a named client
- Google Premier Partner and Microsoft Select Partner
- Certified B Corp with offices in four cities
- Uses behavioural science in its CRO work
Key Strengths
- Guides practices through website migrations with patient, hands-on support
- Provides strong account management with analytics on practice campaign results
- Uses behavioural science in conversion work to turn visitors into patients
- Optimises practice content for generative AI search engines
Awards & Recognition
- Independent Agency of the Year (2026)
- Integrated Agency of the Year (2026)
- Best UK SEO Campaign, Global Search Awards (2026)
- Digital Agency of the Year, Global Agency Awards (2024)
- B Corp Company of the Year, Company Culture Awards (2024)
- The Drum Top 100 Indie Agencies (2026)
- Best Small PPC Agency in Europe
How the DSA Score Breaks Down
Points earned: 36.5 of 100 (profile 27 × 0.8 + client feedback 14.9). DSA Score: 87/100
What Clients Say About Impression Digital
- 4 on Google
Clients Most Often Praise
- Higher Google Maps & local rankings 2
- Understanding of dentistry 2
- Dental website design 1
In ShortGoogle reviews praise SEO expertise, account management and proactive, knowledgeable team.
sara khalilian calls Impression an outstanding SEO agency whose strategy drove significant traffic.
See it on designrush.comAfter a year working together, finds the team proactive, knowledgeable and pleasant.
See it on designrush.comPamela Murdock describes the agency as exceptional, with strong account management and SEO expertise.
See it on designrush.comShow 1 more client review
- This reviewer describes a website migration in which the team was patient, supportive and hands-on. Google
Where Impression Digital Is Listed
Questions Dentists Ask About Impression Digital
Has Impression worked with dental practices?
They have no named dental clients and no dental pages. Their sectors are ecommerce, B2B, SaaS, fintech and sustainable brands, and Specsavers has given a testimonial.
What size of dental business would suit them?
The minimum project is $5,000, with hourly rates of $150 to $199. That fits multi-site groups, DSOs or dental brands with larger websites better than a single practice.
Do they handle local search and Google Business Profiles?
Yes. Their local SEO covers map packs and Google Business Profiles for businesses serving a defined area.
How do they report on SEO?
They build custom Looker Studio dashboards with monthly, weekly and real-time KPIs, supported by a data science team. Forecasts are updated every three to six months.
Can they help with a website migration?
Site migrations and JavaScript SEO are core technical strengths. Their technical team also built a custom crawling setup for a site with more than six million URLs.
What credentials do they hold?
They are a certified B Corp, a Google Premier Partner, a Microsoft Select Partner and a Meta Business Partner. They were named Independent Agency of the Year in 2026.
Reviews of Impression Digital
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