Intelligence Partnership—
Custom Website Design, Digital Marketing

Intelligence Partnership offers emotional intelligence training to individuals and organizations. They’re a unique specialist education and consultancy service. Their target audience are medium to large organizations, leaders of organizations and schools. They offer training in emotional intelligence training, inclusivity, human resources management, and organizational cultures through custom made online and in-person courses.

The first step in developing a website is to request any brand guidelines and content from the client. Then I have a discussion with the client to identify their target audience and their goals. After all the preparation work, we develop a sitemap followed by some mockups.

I presented the client with 2 mockup versions of the Home page and About page designed in Figma (the difference is at the top of the pages). They choose the version to the right and were very happy to start the development process. Sometimes the client goes back and forth requesting adjustments -not this time.

Once the website was developed with some optimizations made to the website in order to make it run more smoothly, the client loved it.

“Thanks, I love it. You’ve produced a really attractive layout. ” – Stephen Whitehead, co-founder of Intelligence Partnership.

Often times I recommend local SEO to clients, or at least some on-page SEO so that their website can start ranking for the appropriate search terms. But Intelligence Partnership isn’t looking to attract clients locally. This means that if they were to start an SEO campaign they would be targeting national (the US) keywords, which are highly competitive and which takes a lot of time and effort for a new website to start ranking for.

You can get a lot of quick wins with local SEO, because it’s less competitive. You may even able to get a significant amount of first page rankings within just a few months. But national SEO requires an older website, or at least a website with high domain authority and a lot of consist work put into it. With the budget Intelligence Partnership has, we recommended PPC over SEO.

Why did I recommend Google Ads specifically? Because the offering is high ticket and B2B focused. Facebook and IG Ads are more ideal for B2C sales. So it was between Linkedin and Google, and after doing keyword research I decided on Google Ads, because the amount of high traffic relevant search terms found. See the image bellow.

 

These are just some of the keywords we had our eyes on. I was specifically interested in targeting the keywords relating to workplace training even though they had a smaller volume, because the people searching for those terms are more likely to be buyers and the CPC (Cost per click) for some of these terms is quite high, so I want the best ‘bang for our buck’. I found even more relevant keywords when searching for terms like “inclusivity training” and “diversity training”.

After making a collection of high intent, it was ready to begin the campaign. After the first month we managed to lower the CPC which was initially high, but clearly getting the client appointments. The client’s budget wasn’t huge so I put the focus on finding the highest intent keywords and dismissing the other ones -even if it meant getting less clicks, but the clicks the client got were more motivated to proceed.

“We just closed a client from a large organization in the education sector who found us through the ads. Keep up the good work!” – Stephen Whitehead, co-founder of Intelligence Partnership.

Intelligence Partnership is quite busy now, because after performing successful training for organizations it’s very common for them to get referrals to train other organizations. Using PPC ads in combination with what they were already doing has caused them to gain a lot of momentum, eventually blossoming into a successful international business.

One of the best feelings I get from working is getting a happy email from the client with news like this.