The Training Room connects young people with learning opportunities, advice and support across the IT, Beauty and Personal Training industries. With over 30 academies across the UK and thousands of students, they are an innovative course provider at the cutting-edge of their field.
Challenge
The Training Room required a premium website which would support their overall business objective; to have 10,000 more students by 2020.
Previously they had relied on PPC over organic SEO, resulting in limited growth and low conversion rates. Most of their copy was focused on solely personal trainer courses, therefore, the new design and content needed to showcase their transition from being an educational leader within the fitness industry to become a multi-sector provider.
The site required flexibility to grow with the business, facilitating additional sectors, increases in traffic and additional personalisation.
What we did
Using the latest version of Kentico CMS, we provided a platform with a user-friendly CMS, combining ecommerce functionalities with a two-way integration with Salesforce.
The website pushes leads from enquiry forms into the Salesforce CRM, whilst the Salesforce CRM automatically pushes back data to be presented on the website - whether it’s a course, academy location, job vacancy or student’s online account details.
We carried out extensive scoping workshops and UX research - talking to students within the industries about exactly what they require when searching for courses. From this, we created a user-focused, sleek design, with easy navigation to specific courses featuring a side-bar menu, live chat and enquiry form. We also integrated a personalised student log-in area for those already training.
Additionally, Greenwood Campbell increased the use of all of The Training Room’s organic channels including Facebook, Twitter, Pinterest and Instagram. We merged the 30+ location-based profiles on which existed, into one leading account.
We created user-focused content for each of the social channels including blog posts, video content and one-off campaigns including quizzes and competitions, all focused on a variety of courses, no longer preferential to Personal Training. This has been supported by paid social ads driven with content-based themes across all platforms.
We also rebranded their imagery, logo and design to a more modern visual approach to boost engagement with the young audience and support the move to a multi-sector provider.
Content on the website, across social and within the blogs has all been written with specific keywords to support SEO. Finally, we completed a full content audit, culling 2000 HTML pages to just 500 whilst also focusing on site and URL structure, making these tailored to Google’s needs.
Level up
Result
Since the site has been live, leads have increased by 53%supporting hundreds of students taking the next step in their career. The average number of pages viewed is higher and the lead generation conversion rate increased by 300%.
By merging the social media accounts and providing video content, we have increased shares on Facebook by 185%, comments on Facebook by 74% and Facebook sessions by 280%.
Our #MayTheCourseBeWithYou StarWars campaign achieved an enormous 290,000+ impressions with a modest media spend.
Overall, organic sessions saw a 106% increase, traffic from social increased by 62%, conversions went up by a massive 280%.
Check out the site here.
