Leads that are better educated on the FCTA service offering
An easy-to-use CMS that encourages staff to jump in and update content
Increased organic search traffic
A templated solution built on the HubSpot CMS, that maximizes the FCTA team's ability to customise pages
Search Engine Optimisation Training Workshops to provide guidance on content creation and on-page SEO
Identifying the problem
The Flight Centre Acadamy team knew that they needed to fix their website to better reflect the brand's identity. They had one big problem though. Rigid page templates on a site that hadn't been redesigned in over 10 years were making it impossible for the team to get in there and update content.
Neighbourhood knew that this project wasn't just about overhauling the website's navigation or restructuring pages to better communicate the brand offering and drive conversions. All of this had to be done with the goal of empowering the FCTA team to feel comfortable diving into the CMS to make changes or add pages as required.
Scope of works
Increase in Enquiries
Increase in Website Sessions
Their new website better reflects their brand image and has led to a 102% increase in customer enquiries. This has had a direct impact on the site's conversion rate which has increased from 2% to 3% within 6 weeks of launch!
By following an inbound marketing strategy and featuring informative content that is built with the goal of driving organic traffic, they have also facilitated a 22% increase in total website sessions per month. This number is only increasing and they now receive over 9,000 sessions per week compared to less than 3,000 in the weeks before launching the new site.
Additionally, their enrolment team have noticed significant improvements in the quality of leads. They have been enjoying conversations with much more knowledgeable applicants who already have a good understanding of the courses and career pathways on offer.
Last but not least, thanks to user-friendly page templates and a greater understanding of SEO practices and the HubSpot CMS, the FCTA marketing team have the tools and know-how to take ownership of the website. Now they are not only qualified to update content and add pages, they are excited to do it!
The website work by Neighbourhood for Flight Centre Travel Academy has been an amazing partnership experience from start to finish. Highlights included sticking to all timeframes, flexibility in approach, SEO and SEM advice and a fun team to work with. Enquiry results from the new website have also seen an immediate spike.
Through a fiercely collaborative process, Neighbourhood was able to overhaul an outdated site and launch one significantly easier for users to navigate and find the information they need to move through the customer journey.
Flight Centre Travel Academy now have a future-proof website strategy with the tools and know-how to ensure it is adaptable to changes in the market while always maintaining their unique brand identity.