Case Study Spotlight: How Hampshire Training Generated 160 Leads in 4 Weeks

In today’s competitive digital landscape, generating high-quality leads is a top priority for businesses of all sizes.

For small and medium-sized enterprises (SMEs), the challenge is even greater, as they often lack the resources and expertise of larger corporations. However, with the right strategy and a trusted partner, SMEs can achieve remarkable results in a short period of time.

At Tic Creative, we specialize in helping SMEs unlock their full potential through tailored digital solutions. In this case study spotlight, we’ll take you behind the scenes of our work with Hampshire Training, a UK-based training provider, and reveal how we helped them generate 160 leads in just 4 weeks. From website optimization to targeted PPC campaigns, this case study offers valuable insights that you can apply to your own business.

Background: Hampshire Training’s Challenge

Hampshire Training is a well-established SME offering professional training courses in areas such as health and safety, first aid, and management skills. While the company had a strong reputation in its local market, it struggled to generate consistent leads online. Their existing website, built on a generic template, was outdated, difficult to navigate, and poorly optimized for search engines. Additionally, their digital marketing efforts were limited to sporadic social media posts and occasional email campaigns, which failed to deliver measurable results.

When Hampshire Training approached Tic Creative, they had three key goals:

1. Increase website traffic and visibility.
2. Generate a steady stream of high-quality leads.
3. Establish a scalable digital strategy to support long-term growth.

With a tight timeline and ambitious targets, our team got to work crafting a comprehensive solution tailored to Hampshire Training’s unique needs.

Step 1: A Custom WordPress Website Overhaul

The foundation of any successful digital strategy is a high-performing website. Our analysis of Hampshire Training’s existing site revealed several critical issues:

• Slow loading times, which negatively impacted user experience and SEO.
• A non-responsive design that frustrated mobile users.
• Poor on-page SEO, with missing meta tags, alt text, and keyword optimization.
• A confusing user journey, making it difficult for visitors to find and engage with key services.

To address these challenges, we recommended a complete website overhaul, transitioning Hampshire Training to a custom WordPress website. Here’s how we approached the redesign:

Tailored Design for Enhanced User Experience

We worked closely with Hampshire Training to create a visually appealing, user-friendly website that reflected their brand identity and resonated with their target audience. The new design featured:

• A clean, modern layout with intuitive navigation.
• High-quality imagery and custom graphics to showcase their training services.
• Clear calls-to-action (CTAs) strategically placed to encourage lead generation, such as “Book a Course” and “Request a Quote.”

Mobile-First Approach

With over 60% of their website traffic coming from mobile devices, we prioritized mobile responsiveness. The new custom WordPress website was designed to provide a seamless experience across all devices, ensuring users could easily browse courses, submit inquiries, and make bookings on the go.

SEO Optimization

To boost organic visibility, we implemented a robust on-page SEO strategy, including:

• Keyword research to identify high-intent search terms relevant to Hampshire Training’s services, such as “health and safety training Hampshire” and “first aid courses near me.”
• Optimized meta titles, descriptions, and headers to improve click-through rates on search engine results pages (SERPs).
• Fast-loading pages, achieved through clean code, image compression, and a reliable hosting solution.
• Structured data markup to enhance search engine understanding of the site’s content.

Within two weeks of launching the new website, Hampshire Training saw a 45% increase in organic traffic and a significant improvement in user engagement metrics, such as time on site and pages per session.

Step 2: Targeted PPC Campaigns for Immediate Results

While SEO is essential for long-term growth, it takes time to see results. To generate leads quickly, we complemented the website overhaul with a targeted pay-per-click (PPC) advertising campaign on Google Ads.

Campaign Strategy

Our PPC strategy was designed to maximize Hampshire Training’s return on investment (ROI) by focusing on high-intent audiences. Here’s how we did it:

• Keyword Selection: We identified a mix of short-tail and long-tail keywords with strong commercial intent, such as “first aid training Hampshire” and “book health and safety course online.” We also used negative keywords to filter out irrelevant traffic, ensuring the budget was spent on qualified leads.
• Ad Copy Optimization: We crafted compelling ad copy that highlighted Hampshire Training’s unique selling points, such as their experienced trainers, flexible course schedules, and competitive pricing. Each ad included a strong CTA to drive conversions, such as “Sign Up Today” or “Get a Free Quote.”
• Landing Pages: Rather than directing PPC traffic to the homepage, we created dedicated landing pages optimized for conversions. These pages featured concise, benefit-driven content, testimonials from past clients, and easy-to-use contact forms.

Campaign Results

The PPC campaign was launched alongside the new website and ran for four weeks. During this period, it delivered:

• 12,500 impressions, ensuring Hampshire Training’s ads were highly visible to their target audience.
• A click-through rate (CTR) of 8.2%, well above the industry average for training and education campaigns.
• A conversion rate of 6.5%, with 95 of the 160 total leads attributed to PPC.

By combining PPC with the website overhaul, we were able to deliver immediate results while laying the foundation for long-term organic growth.

Step 3: Lead Nurturing Through Email Marketing

Generating leads is only half the battle—converting them into paying customers requires a strategic follow-up process. To maximize the value of the leads generated, we implemented a targeted email marketing campaign for Hampshire Training.

Email Automation

We set up an automated email sequence to nurture leads who submitted inquiries or downloaded resources from the website. The sequence included:

• A welcome email introducing Hampshire Training’s services and offering a free consultation.
• A series of value-driven emails highlighting case studies, client testimonials, and tips for choosing the right training provider.
• A time-sensitive offer email encouraging leads to book a course within a specific timeframe to receive a discount.

Personalization

To increase engagement, we personalized the emails based on the user’s behavior and interests. For example, leads who showed interest in first aid courses received content tailored to that service, while those inquiring about health and safety training received relevant case studies and compliance tips.

Email Results

The email campaign played a crucial role in converting leads into bookings, with 25% of the total leads moving further down the sales funnel and scheduling consultations or courses.

Step 4: Ongoing Optimization and Analytics

A successful digital strategy doesn’t end with the initial launch—it requires continuous monitoring and optimization. To ensure Hampshire Training’s results were sustainable, we implemented a robust analytics and optimization plan.

Key Metrics

We tracked a range of key performance indicators (KPIs) to measure the success of the campaign, including:

• Website traffic (organic, referral, and paid).
• Conversion rates for lead generation forms and PPC landing pages.
• Cost per lead (CPL) for PPC campaigns.
• Email open and click-through rates.

Continuous Improvement

Based on the data, we made ongoing adjustments to improve performance. For example:

• We refined PPC ad copy to focus on top-performing keywords and CTAs.
• We A/B tested landing page designs to identify the most effective layouts and CTAs.
• We updated the website’s blog section with fresh, SEO-optimized content to maintain and grow organic traffic.

By the end of the four-week campaign, Hampshire Training had not only achieved their lead generation goal but also established a scalable digital strategy to support future growth.

Key Takeaways for SMEs

The success of Hampshire Training’s campaign offers valuable lessons for SMEs looking to boost their lead generation efforts. Here are the key takeaways:

1. Invest in a High-Performing Website: A custom, user-friendly website is the foundation of any successful digital strategy. Prioritize mobile responsiveness, fast loading times, and SEO optimization to maximize results.
2. Combine Short-Term and Long-Term Tactics: Use PPC for immediate lead generation while building a strong SEO foundation for sustainable growth.
3. Nurture Leads Strategically: Email marketing is a powerful tool for converting leads into customers. Personalize your approach and provide value at every stage of the customer journey.
4. Monitor and Optimize: Regularly analyze your campaign performance and make data-driven adjustments to improve ROI.
5. Partner with Experts: Working with a trusted digital marketing partner, like Tic Creative, can save time, reduce stress, and deliver measurable results.

Why Choose Tic Creative for Your Lead Generation Needs?

At Tic Creative, we pride ourselves on delivering results-driven digital solutions tailored to the unique needs of SMEs. Whether you’re looking to revamp your website, launch a PPC campaign, or implement a comprehensive lead generation strategy, our team of experts is here to help.

Our work with Hampshire Training is just one example of how we help businesses achieve their goals. With a focus on transparency, collaboration, and measurable outcomes, we empower SMEs to compete in the digital age and drive long-term growth.

The Future of Lead Generation for SMEs

As we move further into 2025, the importance of a strong digital presence will only continue to grow. For SMEs, investing in the right tools, strategies, and partners is essential to staying ahead of the competition. Hampshire Training’s success story demonstrates what’s possible when you combine a custom website, targeted advertising, and strategic lead nurturing.

Ready to take your lead generation efforts to the next level? Contact Tic Creative today to discuss how we can help your business achieve similar results.