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
Sector:
Training & consultancy
Target Type:
B2B
Demographic
Global business leaders
Website Goal:
Enable marketing team, resolve technical SEO concerns
Services:
Backend website development
Scope
  • WordPress CMS
  • Pardot integration
  • Content migration
  • SEO review
Resource
  • 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 experiencing 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.

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.

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.

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