Avant Skills Academy | Website Redesign & SEO Campaign

The challenge

Avant Skills Academy is an established apprenticeship and training provider operating across Hull and Grimsby. Its website needed to serve two very different audiences: individuals looking to start an apprenticeship and businesses looking to recruit or train their employees.

However, the existing website was outdated, slow and difficult to navigate, with limited content and virtually no SEO foundations. Previous attempts at content marketing had generated little traction, leaving Avant struggling to reach potential learners and employers through organic search.

Our approach

At Assured Marketing, we developed a combined website redesign and SEO strategy focused on making Avant easier to find, easier to navigate and more effective at generating enquiries.

We began by researching leading apprenticeship providers and recruitment platforms, including Indeed, to understand how successful websites structure information and guide visitors towards taking action.

Using those insights, we completely redesigned Avant’s website, introducing clearer navigation and dedicated user journeys for learners and employers. The rebuild focused on mobile responsiveness, accessibility, website speed and a more intuitive user experience.

Alongside the redesign, we implemented a targeted local SEO strategy, creating dedicated landing pages around apprenticeship opportunities and employer training services across Hull, Grimsby and surrounding areas.

We also introduced structured data for apprenticeship vacancies and internal recruitment opportunities, making them eligible to appear directly within Google Jobs.

The result was a more effective digital platform, connecting the right audiences with relevant opportunities while supporting Avant’s wider recruitment and business development objectives.

The results

The combined website redesign and SEO campaign delivered significant improvements across all key performance indicators:

• +188% increase in search visibility
• +215% increase in non-branded organic clicks
• +262% increase in website conversions, including applications, enquiries and other tracked actions

The increase in non-branded traffic was particularly valuable, demonstrating that Avant was reaching considerably more people who hadn’t previously searched for the business by name.

Beyond improving rankings, the project transformed Avant’s website into a more effective platform for attracting prospective apprentices, supporting employers and generating new opportunities.

The impact

This project demonstrates the value of bringing website design, technical SEO and user experience together rather than treating them as separate disciplines.

By understanding the needs of both audiences and building the website around how they actually search and make decisions, we delivered measurable improvements in visibility, engagement and conversions.