Case Study:

Elliott Training

elliott training logo

Creating a Lead-generating website

Elliott Training is a B2B-focused provider of training and development programmes, working across the UK to deliver onsite, targeted training to businesses across all industries.

One of the UK’s leading providers, Elliott Training count HSBC, Honda, M&S, Unilever, and Network Rail among their highly satisfied clients. 


Initially, Elliott Training recognised that their website did not reflect the appropriate image, having not been updated in line with their growth and progress as a provider. Between the design and content, the website didn’t portray the professional image the business wanted, nor did it build trust with prospects, bring in new leads, or engage with clients.

The Requirements

Elliott Training needed a new website, which SpiderDigital produced. Following that, their primary concerns were around generating leads. The newly designed site may better reflect the image of the company, but the content needed to be reviewed, updated, and developed. The requirements of the project were to increase the level at which the website generated leads and brought in prospects, through a new content and digital marketing strategy.

The Solution

Continued improvements across website for maintenance

Technical SEO to improve website ranking and user experience

Content strategy to increase traffic and lead generation

Continue to run and optimise PPC campaign
Develop personas, research competitors and targets, identify topic clusters and content opportunities, and develop new, engaging ways to attract different audiences to the site.

The Basics

After the complete website redesign and restructure, we ramped up content creation. The content itself was targeted and strategic – combining keyword research and persona development to make sure each published item would be relevant to target prospects and more visible in search.
Focusing on building out content allowed us to bring in pillar pages to showcase topics of interest to users, and robust internal linking added value and created a clear and relevant customer flow.

  We knew we were in safe hands. From the start of our working relationship they understood our vision for the future of Elliott Training… we knew the website should be aligned with our marketing strategy. Having our website and PPC built and run by the same company also made sense.


Sarah Elliott - Director
Elliott Training

The Outcome

In the first 12 months from launch, the site saw some fantastic results.

Non-branded impressions refer to when a website shows up in a search result for any search that does not include the name of the brand (Elliott Training) or derivatives. Increases in this area reflect the greater reach the website is getting with its additional content.

By developing and implementing a targeted digital marketing strategy, SpiderDigital were able to get the Elliott Training website ranking for more than double the keywords, and converting leads at a significantly increased rate.


Since working with SpiderDigital I have won a number of tenders including Computershare, GKN Aerospace and Shaw Trust, which started from lead generation with the work SpiderDigital had done!

Sarah Elliott - Director
Elliott Training

Frequently Asked Questions

In what ways does digital marketing work?

There are several aspects. Search Engine Optimisation (SEO) ensures that your page is easily visible when searched for. Pay Per Click (PPC) covers the paid ads you run online, and social media and email helps you to communicate with your leads- a vital part of inbound methodology.

Will your system work for me?

We only take on businesses that we know we can help. This means that if we do work together, we’re confident you’ll start seeing the results you’re after. Feel free to contact us to learn more about how we can help you.

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