Headspring Executive Development

A backend rebuild to rapidly improve technical SEO.

Headspring Executive Development is a joint venture of the Financial Times. It offers executive level training to equip businesses to handle complex issues.

Lead time:
7 Weeks
Training & consultancy
Target Type:
Global business leaders
Website Goal:
Enable marketing team, resolve technical SEO concerns
Backend website development
  • WordPress CMS
  • Pardot integration
  • Content migration
  • SEO review
  • Multilingual content (Arabic)
  • 1 x Senior Backend Developer
  • 1 x Junior Backend Developer
  • 1 x Project Manager
  • 1 x Quality Assurance Tester
  • 1 x Digital Marketing Specialist
Explaining Headspring Executive at a trade show

The challenge

Headspring were happy with the design of their website but were experiencing technical issues with the backend code. Their website was producing duplicate content issues which was impacting their performance in Google. In addition to this, their marketing team was unable to edit content in the backend which was affecting their ability to deliver campaigns.

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Our approach

We recommended that Headspring replatformed their website and rebuilt the backend CMS while retaining the design of the site. This would enable a rapid delivery schedule to resolve the issues as quickly as possible.

We worked with Headspring to set up Arabic content on the website, enabling them to effectively target international audiences.

Post-launch website results

Headspring Executive Development recorded a huge improvement in organic traffic and engagement metrics following the launch of their new backend code.

+ 1 70 %
Increase in organic traffic since launch as tracked by Google Analytics.
+ 1 53 %
Increase in average session duration as tracked by Google Analytics.
+ 1 8 %
Decrease in bounce rate since launch as tracked by Google Analytics.

Multilingual content

We used WordPress to provide Headpring with the flexibility to create multilingual content on their website. We set up non-latin character sets and right to left reading on the site to facilitate Arabic copy.


Enabling the team

Delivering a new backend on a WordPress CMS empowered Headpring’s internal marketing team by giving them complete control over their website content.

Related work

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