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Lifetime Training case study

  • 184%

    over B2B lead target

  • 626

    keywords ranking top 10 (up from 419)

  • 173%

    over page view target

Lifetime Training serves employers at every stage of the apprenticeship journey. Some are investing for the first time. Some want to switch providers. Some already have a levy spend and want to grow it. That is three distinct buying journeys running through one website.

Following a rebrand, Lifetime needed their content to speak to all three, at once, without losing search authority in the process. Loom built the connected content and SEO strategy that made it possible.

The Project

Lifetime Training has provided apprenticeship programmes to over 15,000 people a year since 1995. After their rebrand, the business shifted focus to its B2B audience. The existing site spoke to multiple audiences at once, with content that was unfocused and poorly optimised for search.

The site needed a full transformation. Loom managed the migration, protecting existing SEO authority while rebuilding the structure around Lifetime’s new employer-first positioning.

What We Did
What we do

The strategy

Migration and technical foundation
Loom’s SEO pod guided the site migration, supporting Lifetime’s brand realignment. We removed legacy pages, reframed content for employers and carried existing SEO authority across to the new site.

One content strategy for three buying journeys
With the new site live, we built ongoing content streams to reach employers at every stage: first-time investors, providers switchers and levy spend expanders. Every piece of content had a clear place in that journey.

The Knowledge Hub
This is Lifetime’s SEO-focused content hub, covering the technical detail of apprenticeships that is hard to find elsewhere online. It targets long-tail keywords and search features like featured snippets and People Also Ask, built jointly by Loom and Lifetime’s in-house expertise.

Thought leadership and landing pages
Loom optimises Lifetime’s News and Insights content to reinforce industry authority, alongside regular landing page optimisation to capture search demand by industry.

Ongoing digital listening
Quarterly digital listening across social, news and Search Console keeps the content strategy aligned to what Lifetime’s B2B audience is actually searching for.

THE RESULTS

  • 184%

    over B2B lead target

  • 626

    keywords ranking top 10 (up from 419)

  • 173%

    over pageview target

The Lifetime Training site is testament to the hard work put in by both the Lifetime and Loom teams. Lifetime has consistently invested in their digital marketing, committing to a solid SEO and content strategy with us, leading to a steady rise in organic traffic and an impressive increase in search rankings.

Ellen Loom Digital

What this proves about ClearThread™

Lifetime’s audience was never one thing. Multiple buying journeys, one brand, one site to hold it all together. ClearThread™ is built for exactly that: mapping the complexity first, then connecting content, SEO and strategy into one system rather than isolated activity.

The result compounds. Rankings build on rankings, content builds on content, and growth gets easier to sustain rather than harder.

If your business has more than one audience to speak to, we can help you bring the same clarity.

Find out more about ClearThread™
Tommy Pearson Growth Expert at Loom Digital

Tommy Pearson

Head of Growth

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