Website, SEO & Digital Campaign Case Study

Improved the website, local search visibility, paid campaign performance and conversion tracking to help attract prospective parents and generate enquiries.

Milton Keynes Preparatory School

Client: Milton Keynes Preparatory School
Project period: Ongoing
Services: Website improvements, local SEO, LinkedIn advertising and analytics

Headline Results

Average Google position improved from

28.1 to 16.0

Organic click-through rate increased from

4.4% to 6.9%

New local landing pages generated

6,120 impressions and 45 clicks

LinkedIn Open Morning campaign delivered

136 website visits at £2.21 per visit

After tracking began on 28 May 2026

44 users triggered form submission events

Results shown are based on data available up to July 2026.

The Challenge

Milton Keynes Preparatory School wanted to improve its online visibility, present the school more clearly to prospective parents and generate more enquiries for the school, nursery and Open Morning events.

The existing website had strong information, but there were opportunities to improve the homepage messaging, local search visibility, calls to action, campaign landing pages and conversion tracking.

What I Did

Website Lead Gen

Reworked the MKPS homepage messaging to make the school’s offer clearer to prospective parents.

Improved calls to action across key pages, making it easier to enquire, book a visit or register for an Open Morning.

Paid Media

Built and managed a LinkedIn campaign promoting the school’s STEM Centre and June Open Morning.

Improved campaign targeting and creative performance during the campaign.

SEO & Tracking

Set up and reviewed Google Search Console, GA4 and form submission tracking to make performance easier to measure.

Created 14 location-focused landing pages to improve visibility across Milton Keynes and surrounding areas.

The Results

Between 28 March and 26 July 2026, MKPS’s average Google position improved from 28.1 to 16.0, while organic click-through rate increased from 4.4% to 6.9%.
Although overall impressions reduced, the school retained almost the same number of clicks, suggesting that its search visibility became more focused and effective.
The new local landing pages generated 6,120 impressions and 45 clicks, with the strongest early results coming from pages targeting Leighton Buzzard, Woburn Sands and Aylesbury.
The LinkedIn Open Morning campaign generated 136 website visits from £300 spend, at an average cost of £2.21 per visit. The strongest advert, focused on the STEM Centre, delivered 84 visits.
After form tracking began on 28 May 2026, 44 users triggered a tracked form submission event across the website.

The Results

Between 28 March and 26 July 2026, MKPS’s average Google position improved from 28.1 to 16.0, while organic click-through rate increased from 4.4% to 6.9%.

Although overall impressions reduced, the school retained almost the same number of clicks, suggesting that its search visibility became more focused and effective.

The new local landing pages generated 6,120 impressions and 45 clicks, with the strongest early results coming from pages targeting Leighton Buzzard, Woburn Sands and Aylesbury.

The LinkedIn Open Morning campaign generated 136 website visits from £300 spend, at an average cost of £2.21 per visit. The strongest advert, focused on the STEM Centre, delivered 84 visits.

After form tracking began on 28 May 2026, 44 users triggered a tracked form submission event across the website.

“We are delighted with our results. Fred has a ‘nose’ for what’s needed, backed by professionalism, skill and a creative eye. Thank you Fred.”

— Director, Milton Keynes Preparatory School

Selected Work

Homepage messaging and calls to action redesigned to make the school’s offer clearer to prospective parents.
One of 14 location-focused landing pages created to improve visibility across Milton Keynes and surrounding areas.
Year-on-year Google Search Console comparison showing average position improving from 28.1 to 16.0 and click-through rate rising from 4.4% to 6.9%.
The 14 local landing pages generated 6,120 impressions and 45 clicks during the measured period, with no comparable visibility in the previous year.
The LinkedIn Open Morning campaign generated 136 website visits from £300 spend, at an average cost of £2.21 per visit.
The strongest advert, focused on the MKPS STEM Centre, generated 84 website visits and accounted for around 62% of all campaign traffic.
After form tracking was introduced on 28 May 2026, 44 users triggered a form submission event across the website. This is treated as a tracked engagement signal rather than 44 confirmed enquiries.