The Institute of Directors (IoD) has been a beacon of leadership and governance in the UK since 1903. In 2023, the IoD set ambitious goals to increase membership and revenue from professional development courses. With our expertise in SEO, the IoD not only met but surpassed these objectives, resulting in significant improvements in their digital visibility and conversion rates.
- Outcome 1: Achieved a 61.16% increase in organic keywords ranked in the top 3
- Outcome 2: Enhanced membership numbers by 15%, meeting the targeted growth
- Outcome 3: Organic search alone contributed to 49.54% of the total revenue target for professional development
- Outcome 4: Influenced 72.55% of total conversion pathways through organic searc
The challenge
The IoD sought to amplify its digital footprint and bolster both revenue and membership acquisition through enhanced organic search strategies.
The challenge was to optimize and leverage the existing site’s capabilities to achieve greater visibility and conversion rates in alignment with the IoD’s ambitious business objectives.
The approach
Our team implemented a multi-faceted SEO strategy aimed at achieving an ideal balance between branding and search optimization. This strategic endeavour involved restructuring of web pages to enhance their alignment with SEO best practices, alongside a targeted optimization of high-value keywords to maximize digital reach.
Additionally, the team addressed various technical and performance issues to smooth out any operational glitches. To further amplify early-stage visibility in the customer’s journey, efforts were expanded to incorporate a thorough content audit and a detailed keyword gap analysis, aiming to identify and seize untapped opportunities within the digital landscape.
The value delivered
The strategic SEO enhancements led to record-breaking organic search results, dramatically increasing traffic and conversion rates. The IoD witnessed a remarkable transformation in its revenue from professional development courses and membership growth, substantially exceeding their targets.
This success not only fortified the IoD’s status as a vanguard of director education and professional networking but also showcased the potent impact of expertly crafted digital strategies in a competitive landscape.
Working with the wider team at Elixirr Digital has been a true partnership in elevating our SEO game. Their expertise – from strategy to execution – has seamlessly integrated with our existing efforts, fueling consistent progress towards higher search rankings and a growing pipeline of qualified leads. We’ve always felt informed and involved throughout the process, thanks to their exceptional communication and transparent reporting. It’s like having an extension of our own team, sharing our goals and celebrating our wins.