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With pages now converting as high as 11.9%, this is the process we went through to help increase EDI training course enquiries for The National Centre For Diversity.
Here we walk you through the main steps that lead to the improvements in conversion rates on their website.
Within the Google Search Console data, we noticed the original site was being presented in the SERP’s for EDI training course related traffic, but wasn’t appearing high enough in the SERPS to benefit from much of this traffic.
The traffic the website was getting didn’t seem to be converting particularly well.
NCFD is the ‘OG’ of EDI in the UK (they have been delivering EDI training and accreditation since 2005) but in recent years, the private sector has pushed back on the validity of EDI training.
So as part of a larger branding project, we revisited the benefits of workplace EDI based on nearly 20 years of data gathering by the NCFD citing the positive effects of EDI in the workplace and repositioned it as FREDIE.
Initially the training section had planned to be a duplicate of the version on the original website, but with our data making the case for giving the courses more emphasis, the client was bold enough to expand the training section on the new site and invest additional budget.
As part of the new website we carried out onsite SEO ‘best practice’ based on keyword research directly from their Google Search Console account as well as broad market SEO research.
The results were impressive…
“We are now struggling to manage all the leads – it’s a good problem to have.” – Sales Director, NCFD.
By adding a pro analytics tool and user monitoring we were able to better see what was happening when visitors arrived at the website.
By simplifying the navigation, search functionality and messaging we soon began to see an increase in conversions, further improved by an increase in organic website traffic as the SEO improvements took effect.
The Results
By combining data-led SEO with a complete overhaul of the user experience, we transformed the website from a passive brochure into a high-performance lead generation engine.
11.9% Conversion Rate: Strategic design and frictionless forms resulted in specific course pages converting at nearly 12%—significantly higher than the industry average.
Search Visibility Surge: Impressions for “course” and “training” related searches saw a steady, month-on-month increase, placing the NCFD in front of high-intent buyers.
Qualified Lead Growth: The increase in traffic and conversion was so significant that it directly impacted the sales team’s capacity.
Proven ROI: The “FREDIE” rebranding and repositioning allowed the NCFD to defend their market-leader status and drive private sector engagement.
For an opening dialogue about how your next website can be built to focus on conversion rates call Tim Chorlton on +44 (0)1759 771079 or complete the form below and we will be in touch to arrange a suitable time to talk.