Jason Rowley Ltd is a Manchester-based training provider specialising in accredited courses for the UK’s utilities sector. They deliver recognised programmes including SHEA Training Courses, SCO Gas Training, National Water Hygiene, and workplace emergency training. While the company had a solid reputation offline, its online presence was holding it back. Competitors dominated search rankings, local visibility was low, and service pages lacked the content and depth that Google and customers expect.
When Jason Rowley Ltd partnered with Outrank, the goal was clear: rebuild their website, optimise their digital presence, and create a long-term SEO strategy that would position them as an authority in the utilities training industry.
The Challenges
Our initial audit revealed several obstacles. The existing website was outdated, slow, and poorly structured for search engines. Many service pages contained thin content that did not meet EEAT (Experience, Expertise, Authoritativeness, Trust) guidelines, and vital information such as course structures and assessments was either missing or incomplete.
Local visibility was another issue. Their Google Business Profile had limited detail, no optimised categories, and had never been used strategically. This meant they were invisible in “near me” searches, even in their own city.
The market itself added another layer of difficulty. Utilities training is a competitive sector, with established providers already ranking for high-value keywords such as SHEA Gas Passport and SCO Core Training. Without better-optimised content and stronger authority signals, Jason Rowley Ltd struggled to break into these search results.
The Strategy
To address these challenges, we developed a multi-phase approach designed to build solid foundations first and then layer in authority and visibility.
Website Rebuild in Spring 2025
We began by designing and launching a new website. The rebuild focused on technical SEO, user experience, and conversions. Navigation was simplified, course pages were rewritten and expanded with optimised H1 and H2 headings, and schema markup was introduced to improve how courses appear in Google results. Pages were structured to include details about modules, assessments, pricing, and certification validity, making them not only keyword-rich but also informative for prospective learners.
Strong calls-to-action and enquiry forms were placed across the site to encourage bookings. Internal linking connected related courses, for example, guiding readers from SHEA Gas to SHEA Core or National Water Hygiene, helping users explore options while strengthening SEO signals.
Google My Business Optimisation
In late 2024, before the website rebuild, we worked on Jason Rowley Ltd’s Google Business Profile. Categories were updated, keyword-focused service descriptions were written, and booking information was added. This allowed the company to appear more prominently in local packs and Google Maps results.
Sitewide Keyword Research and On-Page Optimisation
A full keyword strategy was created and mapped across the site. Each course page was aligned with both primary and secondary keywords, supported by semantic terms that reflected industry-specific language such as “CSCS controlled operational sites” or “occupational health hazards.” Service pages were expanded to meet optimal word counts, with detailed breakdowns of course content, delivery methods, and assessments.
For example, the SHEA Core Training page was completely restructured to include six detailed modules, context about how the course fits within the wider SHEA framework, and FAQs designed to target AI Overview snippets.
Content Marketing and Guest Posts
To build external authority, we developed a content marketing strategy. This included blog articles answering common search queries such as “What does the EUSR card cover?” and “How long is a SHEA Gas card valid for?”. Guest posts were also secured on industry-relevant sites, strengthening Jason Rowley Ltd’s backlink profile and brand credibility.
Results
The impact of this strategy was quickly visible. Service pages began to rank for competitive terms that had previously been out of reach. Organic traffic increased month by month, with site visitors engaging more deeply thanks to clearer course details and stronger calls-to-action.
Local search performance also improved. Optimisation of the Google Business Profile resulted in more calls and enquiries directly from Google Maps, providing a steady flow of leads from both individuals and organisations searching for nearby training providers.
Perhaps most importantly, conversion rates improved. Visitors who landed on the site found comprehensive, trustworthy information about each course, from content modules to pricing. This gave them confidence to book, leading to a significant increase in enquiries and confirmed training sessions.
Why This Case Study Matters
The Jason Rowley Ltd project highlights the importance of a holistic SEO strategy. A new website alone would not have been enough, nor would content updates without technical improvements. It was the combination of design, optimisation, local SEO, and authority building that created lasting results.
The case also demonstrates the role of EEAT in competitive industries. In sectors like health and safety training, trust is essential. By expanding course content, referencing recognised standards, and providing detailed explanations, we helped Jason Rowley Ltd signal both authority and expertise to search engines and human readers alike.
From Low Visibility to Sector Authority
Jason Rowley Ltd is now well-positioned to compete with larger national training providers. Their website is fast, user-friendly, and content-rich, while their local SEO presence ensures visibility where it matters most. Ongoing content marketing continues to expand their reach, securing traffic from both transactional and informational searches.
At Outrank, we specialise in creating results-driven strategies that combine SEO, web design, and content marketing. Jason Rowley Ltd’s success shows how a training provider can move from low visibility to sector authority with the right digital partner.
If your business is ready to achieve similar results, explore our SEO services or local SEO solutions, or get in touch with our team today to discuss your growth goals.