How the Institute of Managers and Leaders reached top 5 rankings for highly competitive keywords and boosted quality leads
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Institute of Managers and Leaders
What we worked on: Google Ads, SEO, content, and website improvements
Timeframe: June 2021 – Current
From not ranking to top 5 in a competitive space
Significant increase in quality leads
About the Institute of Managers and Leaders
The Institute of Managers and Leaders (IML) is a not-for-profit membership organisation dedicated to developing leadership and management capability across Australia and New Zealand. They offer professional memberships, leadership development programs, training, events, and resources for managers and emerging leaders.
With a long history of supporting leadership excellence, IML is a trusted authority for individuals and organisations wanting to build strong leadership cultures.
The Problem: Low visibility in a competitive space
- Despite their reputation, IML was not ranking on Google for key leadership and management terms.
- Online visibility was limited, restricting awareness and membership growth.
- Needed to attract more quality leads and enquiries from competitive markets.
- They required a sustainable, long-term digital strategy that would elevate their online presence and attract high-quality leads.
What We Did
Marketing Message and Marketing Strategy
- Refined the messaging to position IML as the top authority in leadership and management.
- Built and delivered a long-term digital marketing strategy encompassing SEO, Google Ads, content, and website improvements.
- Targeted refreshed messaging and campaigns on boosting search visibility and increasing lead quality.
Website Improvements (Design & UX)
- Improved site navigation and service pages to showcase their membership and leadership programs.
- Added stronger calls-to-action to encourage more engagement through membership, enquiries, and event registrations.
- Highlighted testimonials, partner logos, and case studies to improve social proof and brand authority.
- Enhanced overall website usability and clarity of messaging to better capture leads.
Show up better on Google (SEO)
- Fixed technical SEO issues to improve overall site performance, speed and crawlability.
- Optimised key membership and program pages for highly competitive keywords.
- Produced authoritative content addressing leadership challenges and management topics.
- Gradually built authority to move into the top 5 rankings for priority keywords in a competitive landscape.
Smarter Google Ads
- Managed campaigns to attract prospective members and program participants.
- Optimised keywords, targeting, and ad copy to generate more qualified enquiries.
- Improved landing pages with refreshed messaging aligned with membership and training offers.
Content that proves it
- Produced thought leadership content, including blogs, guides, and case studies to demonstrate expertise.
- Developed a clear content strategy to position IML as a trusted source for leadership insights.
- Created a steady flow of compelling, informative content to support SEO and promote audience engagement.
The Results
Moved from obscurity to top 5 rankings for highly competitive leadership and management terms
Significantly increased quality leads and enquiries
Elevated online visibility and authority in the leadership development sector
Ready to grow like this?
Let’s chat. We’ll show you how a comprehensive, long-term digital strategy can significantly boost your digital presence to attract more quality leads for consistent growth.
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