Repton School

Phase 1: Competitive Intelligence and Journey Mapping We began by analysing regional competitors to identify opportunities to dominate local searches through better intent alignment and user experience. Using internal stakeholder insights combined with external research, we mapped the parent journey from initial research through to booking an open day. Phase 2: Quick Wins Hero Section Redesign We restructured the hero section to include three critical elements: H1 heading targeting primary search intent Contextual description explaining Repton’s unique positioning Prominent CTA for immediate next steps (Book Open Day, Apply Now). This simple change immediately improved user clarity and conversion potential. Local SEO Fundamentals We optimised meta titles and descriptions across key pages to capture local search intent. We created location-specific, action-oriented copy that improved click-through rates from search results. Internal Linking Audit We identified and fixed critical internal linking issues, ensuring high-value commercial pages had at least one inbound or outbound link, improving both user navigation and search engine crawl efficiency. Schema Markup Implementation We implemented ‘EducationalOrganization’ schema markup via Google Tag Manager to address the website’s initial lack of a crucial technical SEO foundation. Phase 3: Strategic Content Development Collaborating with Repton’s internal team, we developed a content plan designed to address parent decision-making questions and establish thought leadership. Each brief covered topic selection based on search demand and admissions journey stages, keyword targeting, structural recommendations, and internal linking opportunities to commercial pages. The strategy was designed to capture traffic at every stage from early awareness and exploration through to application, transition, and post-enrolment advocacy.