Case Study: Instructional Solutions

Optimising SEO: How Instructional Solutions achieved success with website UX optimisation

Instructional Solutions noticed a drop in organic search traffic and realised their rate of inbound website enquiries was slowing up. They had tried to analyse the cause of the problems and noticed Core Web Vitals were slow. Despite trying to remedy the problem they were unable to increase rankings and traffic levels to their previous levels.

Recognising the impact this had on their business, they sought a solution to tackle the issue and return the website to its previous level of performance.


Instructional Solutions is a leading business writing training company that has enabled thousands of individuals and leading companies to work better by writing better. They’ve supported large groups at DuPont, USAA, the US Army, FedEx, and many other leading organisations since 1998.

They offer a full menu of existing and customised business writing courses that can be delivered as instructor-led training onsite and virtually, and also as self-paced courses that include instructor feedback and coaching.

The challenge

Since the launch of the previous website the company has expanded its offerings and grown significantly in the past several years. The current site had been updated many times but was based on an old template that had become difficult to update. 

The client's organic SEO traffic has dropped and they want to meet the current Google Core Web Vitals standards while also having the ability to continually iterate and improve the content on the website.

GTmetrix Grade A


Lighthouse Performance Score


Largest Contentful Paint (LCP)


Cumulative Layout Shift (CLS)

The solution

After our discovery call I was able to understand the specific problems the client was facing. I had been given access to their Google Analytics and HubSpot portal so was able to run a full digital audit.

The timing of the drop in rankings pointed to the Google algorithm rollout of “The Page Experience Update” which negatively effected poorly built websites or sites that loaded slowly, especially on mobile so this was one area I recommended we tackle first.

I worked with the client to identify areas for improvement, in particular the high-impact pages that needed a conceptual and visual redesign. 

The process

My team built out the updated pages using a new, modern HubSpot theme, and within two or three iterations that took only a few days, they were done. This meant that the client could begin updating the content very quickly.

Alongside this, I re-created existing page layouts and passed them to the client to populate content. 

As mobile devices play a significant role in organic search traffic, I made sure the web site was optimised for mobile as this was key to re-gaining the lower rankings bought about by The Page Experience Update rollout.

Inevitably, in a project of this scope, I found more issues on the old site as the project progressed that needed addressing and updating.

“Phill was very helpful in spotting issues on the website that we had missed and advising on how we address them.”

We met all deadlines and defined goals. It was a major project for my client as they populated and rewrote a lot of site content, along with optimising outdated meta tags and images to improve on-site SEO.

Our workflow meant that collaboration worked well with sections of the site being created daily in the HubSpot CMS staging area. Everything was perfectly executed and my client understood what was needed to complete each task.

Why Instructional Solutions chose Burrows Consulting

“Since communication and information flow is our business, we absolutely wanted to work directly with developers who had experience of HubSpot. We learned about the flexibility of Sprocket Rocket theme and looked for a developer who worked with Sprocket Rocket and found Phill Burrows.”

“Phill understood our goals and our timelines and the need for clear and precise communication.”


What changed in the visual design?


Outdated and static fixed templated layouts

The old site was created with a HubSpot template and lacked modern, cutting edge performance.


Flexible modular pages built with drag and drop CMS

My team rebuilt the site using a modern design framework which improved overall site optimisation.

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