Menopause In The Workplace Case Study

Menopause in the Workplace needed to boost their digital presence ahead of a major wave of media attention. By combining a strong SEO foundation with a smart, targeted PPC strategy, we helped them climb the rankings, capture high-intent traffic, and turn increased awareness into real, qualified enquiries.

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Menopause In The Workplace

The Client

Menopause in the Workplace (MitW) is a Nottingham-based CPD provider on a mission to make UK organisations more menopause-aware and inclusive. Through workplace training, eLearning, and policy support, they help businesses earn menopause-friendly accreditation and support employees at every level.

 

Despite a growing need for their services, MitW faced a common challenge: their website wasn’t driving enough traffic, and enquiries weren’t where they needed to be. With a major menopause-focused TV programme on the horizon, they knew visibility was everything — and they needed to act fast to capture the spike in public interest. That’s when they brought us in to overhaul their SEO and paid media strategy.

Identifying issues

Our targets & goals

Increase Visibility & Traffic Through SEO

We aimed to fix technical SEO issues, improve keyword rankings, and drive more qualified users to the site, especially in time for increased national media interest.

Rank for Specialist, High-Intent Keywords

By targeting terms like “menopause workplace training” and “manager support,” we positioned MitW as a leading authority and top result in its niche.

Generate More High-Quality Enquiries

Through SEO and Google Ads, we focused on boosting not just traffic, but relevant leads, tripling enquiries and improving overall conversion rates.

To get Menopause in the Workplace seen by the right audience at the right time, we kicked off with a deep dive into their website. An initial audit revealed several technical SEO issues, slow load times, 404 errors, and redirect problems, that were hurting visibility. Even more importantly, there was no tracking in place. So, we set up Google Analytics and Search Console to measure impact from day one.

 

With tracking sorted, we collaborated on thorough keyword research, focusing on high-intent terms their audience was actively searching for. These insights guided updates to title tags, meta descriptions, and H1s across the site. The result? An immediate boost in rankings. From there, we continued building momentum, optimising blog content, adding new pieces, and launching a backlink strategy to keep traffic growing long term.

 

In parallel, we developed a PPC campaign timed perfectly around a menopause-focused TV programme. We launched ads targeting high-intent keywords like Menopause Workplace Training and added terms used in the show and by competitors like Talking Menopause to capture the surge in public interest.

 

We split campaigns into high and lower intent groups to refine bidding strategies—starting with Manual CPC and adjusting as performance data came in. Lead tracking tools gave us a clearer view of quality, helping us make smart, informed decisions. With close collaboration, responsive tweaks, and a strategy rooted in both awareness and intent, MitW saw a massive jump in visibility and an increase in enquiries.

The results

What we achieved

As a result of in-depth keyword research and optimisation, in just 4 months, Menopause in the Workplace were ranking on the first page for every keyword we were tracking. This included some highly competitve keywords.

 

Not only were they appearing on the top page, but they were appearing in the top 3 results for a massive 50% of the keywords, and the top 5 for a further 69%.

 

With these results it’s not surprising that Menopause in the Workplace have seen a 372% increase in enquiries, as well as a 54% increase in website users.

 

We achieved early success around the time of the television show with a relatively low CPA of £33, for courses that cost £100s or £1000s. It was difficult to assess ROI for this campaign due to variances in course enquiry, therefore we had to build internal processes to check the quality of leads and collaborate with the client.

 

We changed campaign bidding strategies several times and found the Cost Per Acquisition did not improve when moving from a Maximise Clicks setting to a Maximise Conversion setting, including a Target Cost Per Acquisition setting. Ultimately, we used Manual CPC (enhanced) for greater control, and we saw impressions increase as a result too.

 

From blue chip companies to healthcare and CPD practitioners we saw many types of enquiries for MitW. We wanted to make sure the ads were as profitable as possible, so we added campaigns to landing pages where users can pay upfront rather than sending an enquiry. We have now expanded PPC services for their other partner websites where there are more standard metrics of ROI.

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