Case Study: How an Apprenticeship Provider Grew Massively with Content Strategy
The Challenge
The client, a national apprenticeship provider, faced a challenge common across the sector: how to effectively communicate the value of apprenticeships to employers while also serving the needs of apprentices. Despite offering exceptional services, their online presence didn’t reflect their expertise or reach their target audience effectively.
Their goals included:
- Increasing organic traffic and keyword rankings for apprenticeship-related terms.
- Establishing authority on apprenticeship-related pain points, especially for employers.
- Attracting more employers to partner with for apprenticeship placements.
- Educating potential apprentices and employers through useful, targeted content.
- Improving overall website performance, SEO, and conversion rates.
- Making older content work harder through updates and optimisations.
Our Approach
To meet the client’s objectives, our team implemented a comprehensive SEO copywriting and SEO strategy tailored to the apprenticeship sector.
Here’s what we delivered:
Optimised landing pages
We rewrote and optimised key landing pages using carefully researched keywords that reflected what both employers and apprentices were searching for. This helped the site rank higher and offer clearer, more engaging content.
Ongoing blog content (2 per month)
We launched and maintained a blog content plan, publishing two in-depth posts per month. Each blog title targeted specific employer or apprentice concerns (e.g., “How to Hire an Apprentice” or “Apprenticeship vs. University – Which Is Right for You?”), based on trending topics, keyword research, and audience demand.
Updated and optimised legacy content
We audited older blog posts and landing pages to improve their structure, update outdated information, re-optimise for keywords, and ensure they aligned with user intent. This boosted their performance and prevented content decay.
The Results
The strategy paid off. In just 12 months, the client saw substantial improvements across all major performance indicators.
- Top 10 SEO blog posts generated over 90,000 impressions annually.
- The most successful blog post alone received 236,155 impressions per year.
- Total users per year reached 98,000+, a significant uplift in visibility and brand awareness.
- 4,500+ conversions annually, up by 12% year-over-year, this includes employer enquiries and apprentice signups through the website.
Contact an expert SEO agency
If your organisation isn’t publishing regular, optimised blog content, or if your older posts are gathering digital dust, talk to us about our content writing service. A quick chat could change your traffic trajectory.
Speak to an SEO Expert Today
Don’t let outdated or missing content hold your website back. Our team can create fresh, optimised blogs that boost rankings and drive the right traffic to your site.
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