About the Project

Webgel proposed a digital marketing strategy to help address this issue, and covered a variety of areas as part of the on going project:

• Keywords. These had dropped off in several key areas as a result of the re-brand, and needed addressing to ensure that traffic picked back up to the site for the important courses. All the keywords were tackled, with reviews, analysis and tracking of progress. Certain key courses were also highlighted as specifically important, and these were more rigorously approached, with work going into content, titles, descriptions and competition analysis.
• The most important aspect of this business is always the courses on offer. They are a maritime training academy, providing an educational service, so this was a major element of our work. The course pages needed considerable work, in terms of their content, layout, functionality and accessibility.

As part of the digital marketing brief, these were not only search engine optimised, but also went through layout and design changes thus making them more accessible and attractive to visitors to the site.

This went hand in hand with development of the ‘All Courses’ page, helping people in need of training find and access what they need more efficiently.

• Website Layout. As part of the work done, a new home page layout and a course page have been put in place, again looking to optimise the visitor experience in terms of accessibility to both information and courses/booking. The idea was to make it eye catching and information rich, without it becoming cluttered or overwhelming to the user. The focus was placed on information and bookings, so a modular ‘key courses’ section was developed, along with a slider of clients to assure customers of the quality of the training, and a ‘sales banner’ to help advertise specific courses or offers.
• With a set of requirements such as those of SWMA, it was essential that there was regular feedback and analytics provided. Webgel implemented not only regular reporting, but also new software usage above and beyond those used previously by the academy. This allowed analysis of keywords, traffic types and sales. Heatmaps were also put in place, allowing for analysis of page traffic and resulting reorganisation and design tweaking by both Webgel and the client.

The website development and digital marketing is on going with this client, and he results are showing a steady improvement in terms of domain strength, key word strength and quantity, site traffic (specifically organic) and booking quantity through the website.