With the aim of growing futures, Shoots provides specialist training in early years and education. Offering a range of courses such as apprenticeships, skills bootcamps and short courses for a variety of levels, they empower individuals to continue to learn and companies to invest in their staff.
Having developed a new brand, Shoots were looking for a capable team to develop a new website, launching this new branding. On top of this, they wanted to improve their organic visibility across Google and AI platforms.
We worked with their marketing team, guiding them through several stages of optimisations that will have a long term impact on their website and rankings.
Shoots supports individuals wanting to up-skill, as well as businesses wanting to invest in their staff. This meant we needed to create a unified website that targeted two specific audiences.
Working with the team, we created a site structure that supported the different customer journeys for each audience. On top of this, we needed to create easy-to-use listing pages for the various courses they offer. This meant ensuring design met functionality as the page needed to visually demonstrate the range of courses, while allowing users to filter what is being displayed in logical categories.
Further to this, some of the courses needed to be purchasable on the website. So, our web developer had to create a course page that also had functionality to add to cart, pay for the course and then get access to the course contents.
Having worked out the site structure, and how various aspects needed to work, we were able to use the designs provided to develop and launch the site.
The focus of our work with Shoots was to get their key courses ranking on Google.
We did this through a combination of content optimisations and technical optimisations.
Firstly, our SEO team completed keyword research for the top 10 courses they wanted to promote. This provided the Shoots team with a list of keywords they could use to enhance the content on each of the course. We ran a short training call with team working of an example page to show them where they should be looking to include keywords and how to incorporate them naturally.
Following that, we also worked with the team to ensure that pages across the website had the relevant schema mark-up. Specifically, we helped them add course schema to all their course pages and FAQ schema to their FAQs.
Alongside this work our team created a content plan. The aim of this is to help them curate content that builds and demonstrates their expertise and authority on the industry and space they work within. With this in mind, we identified core topic clusters that they should be building on. From there, we came up with several article title suggestions, and completed keyword research for each article.
This was handed over to the Shoots team along with training on what an optimised blog should look like. They are now working their way through the ideas and uploading great content that follows EEAT.
While the Shoots marketing team curate content that builds their authority, we are providing ongoing support and enhancing this with link building. This entails spending time each month to gain links from relevant and authoritative websites, and building up local directory listings.
Shoots has built a strong organic foundation, with over 50 keywords now ranking in Google and several priority course terms reaching page one.
Improved on-page content and structured data have enhanced visibility across both traditional and AI-driven search results. With ongoing content creation, link building and local citation activity strengthening their authority, the site is well positioned to continue increasing rankings, driving more organic traffic, and generating course enquiries over time.
We have worked with CW Digital for over 3 years now, and throughout that time they have supported us with building two new websites, all delivered smoothly with excellent communication throughout. The team are always incredibly supportive, responsive, and nothing is ever too much trouble. Their knowledge and expertise really shines through, and we would definitely recommend them.
Every project starts with a conversation. Whether you’re looking to increase visibility, generate more leads, improve your website, or accelerate business growth, our team can help you develop a strategy that delivers measurable results. Complete the form and we’ll be in touch to discuss your goals.
