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Hypnotherapy Training
Planning, Design, Development & SEO

1. The Introduction

CPHT (Clifton Practice Hypnotherapy Training) is the leading UK based Hypnotherapy Training provider. They have over 30 schools in the UK and have been in business for over 20 years. They specialise in offering face to face practical hypnotherapy training for people looking to re-train for a new career or for people in the therapy & care business looking to add a new skill to their skillset.

Their training typically runs for 1 weekend per month over 10 months and they train people to become business-ready, competent hypnotherapists, who are able to help people with the following issues:

2. The Challenges

We’ve worked with franchisees at CPHT for several years, running ads on Google search, Facebook, Google display, YouTube ads and also helped with CRM integration with Pipedrive. We know this brand inside out and have even worked with some of their graduate’s marketing campaigns when they’ve set up new businesses too.

CPHT’s online presence seems to be reducing as they grow, yet they’re still known as the number one provider of hypnotherapy training. The challenge was each site only got organic traffic through its main brand term. None of the sites had any presence for anything but the brand on the first page of Google search results. Which resulted in most having to pay for traffic using online ads or investing heavily in Social Media marketing.

The Challenge required a complete rethink for the brand in how they managed their websites. Previously, when CPHT opens a new school, they created a new website for the new school, on a new domain, with the same content. Imagine that your brand is focusing on ranking for the term “hypnotherapy training” and then you create over 30 websites all competing with one another whilst also being pushed further down the rankings because you have duplicate content on every site,

The SEO problems were obvious. The site design was tired and outdated, the assets on the site didn’t reflect what the business was today, the content was flat, dry and lacked structure. There was little effort to clearly define the brand’s position and USPs. The site also wasn’t built with the user in mind and it didn’t consider that users can be at different stages of understanding and the customer journey.

One challenge we faced when planning the new site was, each franchise still wanted to have its own dedicated page. We knew that if we didn’t do this correctly the content could potentially be penalised by search engines as this can be flagged as what’s called a doorway page. A Doorway page is a page intended to target specific locations with the aim being to funnel users onto one page.

Another issue with having 30+ sites is that each site had its own blogs, over 300! We needed a plan to review all of these, create a template, add a call to action and ensure each added value in line with our goal.

Below you can see examples of the old WordPress site, The first image was the old home page followed by a page that linked off to the school’s websites.

old CPHT home page
old CPHT School page

3. The Solution

The best solution for CPHT was to simply have one website, Along with this we needed to improve the content, imagery, functionality and site structure to create something that would provide them with a great starting point, whilst also helping them to gain some positive movements from Organic Search Rankings, driving more free traffic through generic search terms. Taking them from 30+ five-page websites to a single 100+ page website with a wide range of related content.

Once completed we’d need to de-activate and redirect all of their old school’s websites to the brand’s single site, We also needed to review over 300 blogs and de-duplicate them, remove articles that didn’t fit the single brand approach and then optimise them all for SEO.

Once we’d completed the research and understood the competitor landscape we created the new site structure, followed by the page templates. To get the improved content, we created a focus group of franchisees (lecturers within CPHT) to help us produce the new content once the templates and briefs had been prepared.

Below you’ll see the newly designed look for the home page and the school’s page. The new image selected for the site was briefed to be memorable and warm and to help set us apart from the rest of the market who typically use photos of graduates, images that reflect their brand or icons which again have a brand meaning to them. The schools’ page concentrates on the value of classroom-based learning with practising hypnotherapists versus online training courses, listing the schools by region for easier navigation followed by this new interactive map. The map operates like a Google map and has simply been re-styled and had pins created with custom data about each school, with internal links to the school’s pages.

New CPHT home page
New CPHT Schools page

4. The Benefits

Once the new site is switched over and all of the other domains are redirected and all associated links to the old domains are repointed to the new single site, we expect to see at the very least the total volume of traffic from all of the old domains. However, what we’ve planned for is the new content strategy, links and approach for the brand will also result in immediate positive shifts in SEO keyword ranking positions.

This should also resolve the issues of the franchisees sites competing with each other for the same traffic with the same content too.

We also expect to see an improvement in the volume and rate of leads being generated as we begin to gain traffic to the site through organic search in much greater volumes. This will be aided by the planned simplification of the lead generation form along with creating more opportunities for consumers to convert in different ways depending on their stage of the customer journey.


Increase in Traffic

In the last full week, versus a week when the old site was live, traffic increased from 210 to 1,673 sessions.


Increase In Conversion Rate

The website’s conversion rate has increased from 1.25% up to 4.35%, with the majority of leads coming through the new simplifeid enquiry form.


Increase in Traffic

In the last full week, versus a week when the old site was live, traffic increased from 210 to 1,673 sessions.


Increase in Conversion Rate

The website’s conversion rate has increased from 1.25% up to 4.35%, with the majority of leads coming through the new simplifeid enquiry form.

We are so pleased and impressed with not only the fantastic, stylish, and very user-friendly website, but also the above and beyond hard work you’ve put in.
Your ability and patience “herding cats” to gather information and content from so many stakeholders, whilst managing to get the new site up and running on time has helped us to create the perfect platform which generates A LOT more users and leads.
With the huge changes in our SEO results, our franchisees will be grateful as they’ll no longer have to solely rely on Google ads to generate leads for their schools.

oliver newton at cpht

Oliver Newton

Operations Director

5. The Results

The week following the launch saw huge improvements in all metrics, including:

  • Daily Users going from ~20 to ~250
  • Bounce rate going from 69% down to 25%
  • Average time on site going from 2 minutes to 3 minutes

Organic traffic also saw a huge increase in both traffic up 431%. Historically Organic search didn’t generate much traffic and when it did, it rarely converted. However, since launching the new site, Organic Search now brings around ~75 users to the site each day and is responsible for 54% of the leads generated by the site.

On top of these real-world changes, we track hundreds of keywords to measure the performance of the site’s SEO keywords in SEMrush. Since the launch we’ve achieved the following results:

  • 176 Keywords moved into the top 3 search results
  • 227 keywords moved into the top 10 search results
  • 250 keywords moved into the top 20 search results
  • 146 keywords moved into the top 100

189 keywords moved into Top 3 position in search results

cpht seo ranks

We can help you too!

Call now and arrange a face to face meeting with Ben, We’ll perform an SEO review of your site, conduct some keyword & competitor research along with an SEO strategy and prioritised SEO plan to fit your budget.

ben clay digital marketing expert

6. What's next?

Now, we sit and wait…

We have benchmarks for the old site, so we can look back and measure how well we’re doing, but that’s just for pride’s sake.

The new site needs time to unlock its full potential, whilst everything is amazing right now, we need performance to plateau at some point so we can then review what the ‘new normal’ looks like. When we have this, we can begin to collect data, set new benchmarks and begin to plan further optimisations and set up new growth strategies.