Crafting a seamless experience for one of WA's top performing group training organisations
Since launch, page one keyword rankings have grown by 66%.
By creating content that answered searchers questions more thoroughly than competing websites, EGT experienced a 22% uptick in organic search traffic.
Cost per conversion for paid search reduced by 85%, from $44.90 in July 2022 to $6.76 in July 2023.
The brief
Electrical Group Training (EGT), along with their sister businesses the College of Electrical Training & the Electrical Communications Association of WA, all needed a single CMS solution that housed all three businesses’ websites so processes and maintenance could be streamlined.
A key requirement of this single CMS solution was the ability to cross-pollinate content such as news articles and events so they only needed to be uploaded once, saving time and resources. The websites also needed to have a consistent look and feel, but at the same time be distinguishable between one another.
Each business had their own specific requirements, which were then built on top of this shared ecosystem. Specific to EGT was a calculator so that employers could calculate the potential cost of an apprentice. We also developed a custom onboarding process which allows electrical businesses to seamlessly register as a host employer, which in turn saves internal EGT staff time with processing applications.
Our solution
Addressing one of the key requirements of having a single CMS solution housing multiple websites was an easy one. Umbraco has multi-site capabilities out of the box, so this was our CMS of choice.
Lemonade created a modern visual design aimed at a younger audience which was vibrant and eye-catching. We used the existing blue colour palate across all websites, but added a custom tertiary accent colour to differentiate each business. We also ensured that all colours had sufficient contrast to pass WCAG AA accessibility guidelines.
Multiple websites built into a single CMS solution
With all of the businesses posting regular news and events which needed to be displayed on all websites, a multi-site approach was needed. This was a breeze to implement using Umbraco, and we were also able to set up multiple CMS users with varying permissions. For example, we set up CMS users for EGT who could only access the EGT website.
Having a single CMS solution allowed the internal marketing and communications team to have a central location with one login to manage all content.
Helping host employers calculate the cost of an apprentice
With numerous government funding options and different types of electrical apprentices, it can be a challenge for electrical businesses to calculate the potential cost of an apprentice.
We created a multistep calculator which asks the user a series of questions related to the type of apprentice they would like to hire. Based on the answers provided, the calculator does some complex calculations based on a base rate. This then returns the potential cost of the apprentice.
Removing manual internal processes through technology
One labour intensive process that EGT wanted to streamline was the process of an electrical business wanting to become a host employer.
Previously there would be countless back and forth emails between EGT staff and electrical businesses which was painstakingly time consuming.
We suggested adding a multi-step form to the website that took an electrical business through the necessary steps to complete the entire process in one hit. From adding their business details and all contacts for different areas of their business, to uploading the necessary insurance and safety documents. This has saved internal EGT staff hours in admin and double handling.
Website migration
The previous iteration of the EGT website ranked well in search, due to the equity of the brand and an aged domain. It was crucial to maintain page one keyword rankings for a number of valuable keywords such as electrical apprentices and electrical apprenticeship when the new site launched.
By following our tried and tested data-driven website migration process, we enabled EGT to not only maintain website traffic and rankings, but grow them significantly.
Since launch, page one keyword rankings have grown by 66% (from 24 keywords in Feb 2023 to 40 in July 2023).
Reaching future apprentices and host-employers through organic search
Once EGT’s new website was live, we developed an ongoing SEO strategy focused on improving rankings of valuable keywords and improving search visibility.
We focused on targeting the most popular questions that both apprentices and host employers through optimised search content to reach new audiences, while building the authority of the website in the local market through strategic link building.
By continually optimising all facets of the new website and creating content that answered searchers questions more thoroughly than competing websites, EGT experienced a 22% uptick in organic search traffic (compared to the same period the previous year).
We were also able to achieve a number of rich snippets for new articles, allowing the EGT brand to stand out from the competition in the SERP.
Driving apprenticeships and host employer sign-ups through paid search
In addition to leveraging SEO to improve organic keyword rankings and grow website traffic, we were tasked with taking over management of the business’s paid search campaigns. Our primary goal was to increase apprenticeship enrolments and host employer sign-ups, while driving down cost per conversion.
Following a comprehensive audit of the account, we used search data to restructure EGT’s Google Ads account which involved building-out new campaigns and ad groups, keyword targeting and ad creative. We also took advantage of Google’s machine learning to tailor ad creative to specific searchers and optimise bidding to drive results.
This resulted in an 85% reduction in cost per conversion, from $44.90 in July 2022 to $6.76 in July 2023. EGT has also seen a significant uptick in conversion volume including apprenticeship enrolments and host employer sign-ups.
It has been a pleasure to work with Lemonade, as we planned, designed and built our new website. Very professional but also experts in what they do and great people to work with.
Results
Since launch, page one keyword rankings have grown by 66%.
By creating content that answered searchers questions more thoroughly than competing websites, EGT experienced a 22% uptick in organic search traffic.
Cost per conversion for paid search reduced by 85%, from $44.90 in July 2022 to $6.76 in July 2023.