About British Safety Council

British Safety Council is a globally recognised non-profit organisation dedicated to workplace health, safety, wellbeing, and environmental management.

Since 1957, British Safety Council has been shaping industry standards, supporting members in more than 60 countries with training, audits, publications, and awards. Their audience spans experienced HSE professionals, HR leaders, new safety managers, and individuals pursuing career growth in the health, safety, wellbeing, and environment (HSE) sector.

The challenge

British Safety Council initially partnered with us in 2020 to migrate their website to a new Umbraco platform, integrating Ucommerce and Salesforce. Following a successful migration, their focus shifted to improving course conversions, optimising UX, and attracting private delegates.

By 2024, they were seeking a full-funnel marketing approach to complement their technical foundations. Their marketing efforts were concentrated at the bottom of the funnel, missing opportunities to engage audiences earlier in the decision journey. They also needed clarity and measurable ROI from SEO and PPC, having previously worked with external teams that lacked transparency and focus.

Our 2025-2026 strategy is focused on their continued digital improvement through supporting their internationalisation and delivering continuous innovation through their Umbraco platform, embracing new technologies like Umbraco Engage to get the most of their CMS.

Our solution

Like all projects, we delivered a robust discovery phase across web, SEO, PPC, and content - combining audience analysis, technical audits, and persona validation to inform a holistic strategy.

Web & UX

From this we began by transforming British Safety Council’s website and user experience to make it easier for visitors to find and book the right courses. Course listing and detail pages were redesigned to highlight the most important benefits and booking options, giving prospective learners the information they needed at a glance. The purchase journey was streamlined by simplifying the basket and checkout process, and we introduced new payment options tailored to private delegates - a growing audience for British Safety Council. Alongside these changes, we wove in SEO-led content enhancements across high-priority landing pages to ensure that design improvements were matched with visibility in search.

SEO

We carried out a full technical, backlink, and analytics audit to uncover the barriers holding the site back. These insights led to a series of technical improvements, from adding structured schema markup and fixing internal linking issues, to optimising for a broader range of SERP features - including the new opportunities emerging from Google’s AI Overviews. To keep performance transparent and actionable, we created a custom Looker Studio dashboard that brought together organic, paid, and content data in one place, making it easy to see how each channel was contributing to growth.

Paid Media

Our PPC work started with a complete restructure of British Safety Council’s paid search campaigns. We organised them around course categories, audience intent, and buying stage, cutting wasted spend through a refined negative keyword strategy and improving Quality Scores with more relevant targeting. Single Keyword Ad Groups (SKAGs), smart bidding tactics, and bespoke ad copy helped increase conversion efficiency. By focusing budget on high-performing campaigns, we were able to scale spend with confidence, leading to British Safety Council approving a significant increase in investment to expand into new paid channels while maintaining a strong return on ad spend.

Content

Content marketing played a pivotal role in tying everything together. We began with a full content audit, mapping each piece to persona needs, SEO opportunities, and campaign priorities. This informed a content calendar that balanced brand awareness pieces with practical, conversion-focused guidance. We created new blogs and resources, repurposed high-interest topics from other parts of the site, and produced targeted content designed to engage private delegates, from career-focused advice to in-depth guides on choosing the right HSE course. This approach ensured that content was not only attracting traffic but also moving audiences further along the journey toward enrolment.

The result

The results of this work speak for themself and British Safety Council now benefits from a unified digital strategy that’s delivering measurable growth:

• Web & UX: 82% average conversion rate uplift on course pages, with the IOSH Working Safely course seeing a 162% jump.
• SEO: SERP features have doubled, organic leads are up 31%, and revenue growth sustained despite algorithm changes. Keyword rankings up from 19k to almost 24k in six months.
• PPC: We saw a 107% increase in revenue growth in five months, with conversion value per order up 18%.
• Content: Blog readership is up by 521% YoY, with top articles driving both awareness and course conversions, as blog readers were 4x more likely to reengage with the site after initial engagement.

This cross-channel alignment has not only increased British Safety Council’s reach but also built a scalable, data-driven marketing framework to grow course enrolments, brand visibility, and audience engagement well into the future.