Case Study
Pathways Educational Services
Kitchener, Ontario
Ranked Top #1-3 for 75+ Critical Keywords
Introducing Pathways
Pathways Educational Services is a Kitchener-based full-service training facility offering learning experiences for residents across Canada. Pathways services a expansive audience of learners looking to expand their knowledge with a range of educational offerings, including online school and career courses, academic programs, and red cross training. Whether you are a high school student looking for extra credits or an adult wanting further career training, Pathways has learning opportunities for all ages and stages.
Challenge
Although Pathways’ website boasted expansive learning opportunities for all ages, their website was not built to support their wide variety of course offerings, leading to a messy and confusing user experience. Unclear website design made it complicated for visitors to understand and navigate to the specific courses they were looking for. It was vital that site visitors knew where to find what they were looking for and what the next step would be to get started in order to maximize leads and conversions. In addition, the Pathways website lacked search engine optimization, greatly affecting their potential search ranking and preventing them from organically reaching thousands of new learners. Although they boasted a great word of mouth footprint, Tactycs set out to carry that over to the digital world.
Solution
Clarity & Coversion
Conversion Strategy
Tactycs gave Pathways a comprehensive solution to help enhance and streamline their lead generation and conversion process. Firstly, Tactycs designed a dynamic, SEO-friendly website built to effectively and naturally funnel website visitors to the places they needed to be, with clear navigation and call to actions to help support visitors through the sales funnel. This started with separating Pathways’ offerings into clearly defined categories and considering what each variation of their target audience would need to see as they traversed through the website. Now, once entering the website, visitors are immediately able to see a short categorization of everything Pathways can offer them, and can navigate accordingly. Clarity was also enhanced throughout the various pages, with easy access to browse available courses and visible accreditation from the government of Ontario to amplify Pathways’ credibility.
SEO
Content Strategy
This gave a better understanding of what each course offered and a timeline in which they could be completed, alongside instructions on the enrollment process. The ranking of these course pages were supported by the implementation of on-page SEO techniques and blog posts that strengthened Pathways’ ranking for high-intent keywords. These solutions aimed to increase Pathways’ digital presence and visibility with a user-friendly website that would help visitors understand Pathways’ unique offerings and enrollment process, impacting conversions with a more effective lead funnel.
The result: Top #1-3 for 75+ Keywords
96%
In only 6 months, Tactycs enhanced their website traffic & engagement
+75% Increase in Web Engagement
+10,000+ Website Visitors
Jennifer Wilkins, Director, Pathways Educational Services
