Services: SEO (E-Commerce & Technical)
Industry: Direct-to-Consumer (D2C)
+157% Course Leads within 90 days of landing page launch
+21% Direct Bookings vs last year
+14.5% Organic Revenue YoY
Project Length: 12 Months
PassMeFast approached Growthack with a clear challenge. As the UK’s largest provider of intensive driving courses, they had built a strong presence over time. However, after a large-scale CMS migration and ongoing performance issues on key pages, the business required a swift assessment of what went wrong and how to rectify the situation.
Working with Growthack over the past 12 months has been transformative for PassMeFast’s organic performance. From the outset, the team took the time to understand our business model, customer intent, and technical challenges, especially following a complex CMS migration that had a significant impact on traffic and leads.
– Albena Dimitrova, Head of Digital, PassMeFast
Intent confusion was a major issue, with multiple pages competing for similar terms, resulting in decreased visibility and poor user targeting. Initial on-page improvements halted the decline.
However, the significant turnaround resulted from a site restructure and simplified user journeys, leading to a 42.63% uplift in Clicks Per Day for the new /courses page.
Users now land on the right content when looking to transact.
AI overviews had a significant impact on /resources traffic (-43%), and they now appear more frequently for commercial + local terms too
Rather than obsessing on traffic loss, we responded by re-evaluating our content approach:
In one of our tests, the CTR dropped, resulting in a 15% decrease in clicks.
We rolled it back once we confirmed it was unsuccessful, alongside other corrective measures, which led to a subsequent 51% improvement in clicks.
Throughout our work, we adhered to a rigorous testing methodology.
Each recommendation had an expectation, and it was our responsibility to communicate the impact effectively.
Other challenges and setbacks
Our immediate priority was to reverse the post-migration decline, which saw organic clicks fall by 26%. We aimed to:
In the long term, we aimed to improve organic performance through technical SEO implementation, content restructuring and a new page hierarchy that focused on intent and user clarity.
Their strategic guidance and agile support helped us recover quickly, and more importantly, build a solid foundation for scale.
– Albena Dimitrova, Head of Digital, PassMeFast
Key targets included:
Previously, PassMeFast could never truly compete for its priority commercial terms. Now, we appear on Page 1 for broader, intensive search queries, e.g.
The /courses page, which replaced the outdated /prices page, is now the highest-traffic destination on the site.
It now ranks in the top 3 for many of our highest-value “intensive” queries. This separation helped stabilise course-related rankings and improve the site’s overall visibility.
The launch of the new pages, the restructuring of our area content, and their approach to testing and performance monitoring have made a clear and measurable difference to both our visibility and conversions. The collaboration, transparency, and results speak for themselves.
– Albena Dimitrova, Head of Digital, PassMeFast
Between June 2024 and May 2025, we saw strong, sustained growth in key SEO metrics:
We’ve received multiple awards and recognitions for our team, clients, and partners.
“This went beyond SEO and aligned positioning, messaging, content, and design to drive business growth. Real results with direct SEO-attributed revenue and acquisition. Growthack delivered a comprehensive approach, including developing a new website to establish a strong foundation.”
“The campaign demonstrates a strong strategic approach, clearly aligning SEO with business growth beyond standard keyword rankings. Results achieved within 18 months are outstanding, including a direct impact on lead generation and revenue.”
“This website delivered remarkable results, with our team demonstrating excellent budget management. Our ability to optimise ad budget allocation has returned impressive outcomes with the integration of digital data in shaping product decisions.”
Address: Growthack Ltd, 31 Park Row, Nottingham NG1 6FQ
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Copyright © 2020 – 2025. Registered in England and Wales No. 12868240. VAT Reg GB392684357.
Copyright © 2020 – 2025. Registered in England and Wales No. 12868240. VAT Reg GB392684357.