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Increase in direct traffic
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An increase in organic traffic
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Increase in users

The Challenge

City & Guilds of London Art School is a long-established institution that offers a specialist alternative to other models of art and craft higher education in the UK.

Sector:Education
Target Audience:B2C & B2B
ServicesWeb Design, Web Development, WordPress, SEO
Technologies:WordPress, PHP, CSS, Responsive / Mobile-friendly/ CiviCRM
Location:United Kingdom

They offer intensive MA and BA (Hons) courses in contemporary Fine Art and the Conservation of cultural objects. Founded in 1854 as a social enterprise, the Art School is proud of its expertise, heritage, exceptional standards and student-centred approach.


City & Guilds wanted to partner with an SEO and development agency to bring their intended web design to fruition. We were thrilled to be approached for the project.


A more visual and dynamic approach was favoured over the older design, in order to enhance the user experience and showcase their various classes.
An easy-to-manage content management system was also required for staff members to easily manage web content and SEO (such as posting news or updating course details) – after we migrated all information from their previous site.

The Solution

After exploration meetings with City & Guild, we recommended the use of WordPress, which matched all the requirements needed, including:
Responsive and SEO-friendly design Integration with City & Guild’s customer relationship management software, CiviCRM
WordPress’ famous user-friendly CMS allowed C&G staff to manage all of their own content, and make sure all information is always up-to-date.
Project Scope of Works

  • UX
  • Website Design
  • WordPress/ Web Development/ Content Management System
  • SEO

This included:

  • Activating/creating and deactivating content
  • Uploading written content or media to relevant sections
  • Renaming sections

The ability for site users to share specific content to their favourite social media platforms was added. The option to directly email content was also incorporated.
For SEO, we targeted key phrases to optimise the site and bring in users organically. Phrases such as “art school”, local phrases like “art school London”, and various others regarding specific courses ranked on page 1 of Google search results. This resulted in an increased amount of organic traffic flocking to the site.
Resources / Planning

  • Graphic Web Designers
  • UX Specialist
  • SEO Specialists
  • Front-End Programmers
  • Back-End Programmers
  • Project Managers
  • Quality Assurance Testers

The Result

The result can not only be seen in an increase of traffic and enquiries, but also in the professional and unique design of the new site. The success here is based on our close relationship with City & Guild’s’ team, the creativity they brought to the project and our skills and experience in Web Design, UX, WordPress development and SEO.

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