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Project Summary
A retained partnership delivering a full spectrum of growth services, from website design and development to SEO, Google Ads, creative campaigns, print design and strategic consultancy, providing long-term business expansion and a reinstatement to sector leadership.
The Retrofit Academy CIC is widely recognised as the driving force in retrofit knowledge and skills. As a pioneer in the UK’s retrofit training sector, they have been supporting the construction industry for almost 10 years with the skills and qualifications needed to deliver the government’s Net Zero ambitions.
As government funding was diluted and new providers entered the market, the Academy faced growing competition in a sector it had helped to shape.
Prior to engaging Encapsulate, the Academy had already made significant investment into internal marketing, PR support and a new website, yet course applications were not performing at the level required.
Our comprehensive brand and digital audit identified several major barriers to growth, including a 67% drop in traffic linked to missing URL redirects, a 99% abandonment rate on application forms, and a user journey that made it harder than necessary for learners to understand and apply for the right course.
Encapsulate was appointed as a long-term, retained strategic growth partner to help reverse this decline. By combining digital expertise with creative services, we delivered both quick wins and long-term solutions.
Within 12 months, applications and revenue had grown significantly, marketing spend had reduced substantially, and the Academy had strengthened its position as a leading name in retrofit training.
The Challenge
As pioneers of retrofit training in the UK, The Retrofit Academy initially faced limited direct competition, enjoying steady growth in its early years without the need for extensive marketing. But as government investment into Net Zero grew and retrofit schemes accelerated, the sector quickly became more crowded.
New training providers appeared, eager to claim a share of the available funding, and the Academy faced increasing pressure to adapt, clarify its position and defend its reputation as a market leader.
Despite operating at significant scale, the Academy’s marketing activity had become increasingly difficult to justify against the level of return being generated. Internal resource, external agency support, events, print and campaign activity all represented a substantial ongoing investment, but the results were not matching the level of spend.
As part of its efforts to improve performance, the Academy had invested significantly in a new website and custom-built application forms designed to streamline the learner onboarding process. However, the new digital journey introduced further challenges:
- The website launch had not preserved key redirects, contributing to a 67% drop in traffic and a loss of organic visibility.
- The application forms had a 99% abandonment rate, creating a major barrier between learner interest and completed applications.
- The site navigation and messaging made the application journey more complicated than it needed to be, with too many steps before users reached the right course or enquiry route.
- The Academy’s value was not being communicated clearly enough across key learner, partner and stakeholder audiences.
What needed to change
By the time Encapsulate was approached, the Academy had already begun reviewing its marketing model and reassessing how its growth activity should be managed.
With reduced government funding, declining applications and a pressing need to reposition their offering in a more competitive landscape, there was a clear need for an external partner who could deliver both immediate improvements and long-term strategic growth.
Our Approach
Given the urgency of the client’s circumstances, Encapsulate adopted a two-team strategy to deliver immediate impact while also planning for long-term stability.
This allowed us to begin improving campaign performance and learner enquiries quickly, while also laying the foundations for a more effective, scalable digital platform.
Quick Wins - Team 1
We took over the client’s Google Ads campaigns, cutting waste and improving return on investment.
We built a series of dedicated landing pages for each course type, designed with clearer messaging, stronger calls-to-action and a more direct route from search intent to application.
We also re-engineered the application process into a two-stage journey.
- Stage 1: A simplified web form capturing essential learner information, feeding into a custom lead board built for the client.
- Stage 2: Applicants were redirected to a more detailed form, with an automated email link allowing them to complete it at a later time if needed.
- Sales process support helped the internal team create a more structured and timely follow-up process for learner enquiries.
Long-Term Stability - Team 2
Alongside the quick-win activity, our second team focused on the wider digital foundations needed for sustainable growth.
We conducted in-depth discovery, combining technical analysis of the existing website with insights from key stakeholders.
From there, we designed a new sitemap, wireframes and layouts, all optimised for user experience, clearer navigation and search engine performance.
We prepared the groundwork for a complete website rebuild, aligned with both conversion best practice and SEO principles.
We also produced supporting content across web pages and campaigns, ensuring the Academy’s value was communicated more clearly not only to learners, but also to local authorities, industry partners and government bodies.
By the time Team 1’s quick wins were already producing measurable improvements, Team 2 was ready to begin the full rebuild. Together, these efforts created a modern, scalable platform designed to support sustainable growth well into the future.
Key Features Delivered
Encapsulate’s dual-team approach meant we could deliver immediate performance improvements while also laying the groundwork for long-term growth.
From streamlining the learner application process to rebuilding the website on stronger foundations, every element was designed to improve how the Academy attracted, engaged and converted learners and partners.
Two-Stage Application Process
Redesigned forms reduced complexity, captured essential learner data early, and allowed applicants to complete detailed forms later via secure links. This significantly reduced friction and improved the overall applicant experience.
Custom Lead Management Board
Encapsulate built a tailored system to centralise applications, enabling the client’s sales team to track, manage and follow up leads with greater efficiency.
Landing Page Optimisation
Created dedicated, conversion-focused landing pages for each course type, aligned with Google Ads campaigns and designed to maximise return on ad spend.
Sales Process Support
Equipped the client’s internal team with structured response processes, supporting faster, more personal engagement with applicants and improving conversion opportunities.
New Sitemap & Wireframes
Delivered a redesigned site structure based on SEO and development principles, with an increased focus on user journey best practice and long-term scalability.
Full Website Rebuild
Developed a modern, optimised platform with clearer messaging, improved navigation and stronger calls-to-action to drive learner applications.
SEO & Organic Growth
Implemented a long-term optimisation strategy that secured more page-one keyword rankings than at any point in the Academy’s history.
Paid Ads Restructure
Took over and streamlined Google Ads campaigns, reducing wasted spend and redirecting budget into higher-performing activity.
Strategic Consultancy
Provided ongoing growth support, aligning digital activity with business objectives and maximising opportunities around major funding cycles.
Creative & Content Delivery
Produced brochures, prospectuses, SEO-optimised blogs, campaign content and ad copy, ensuring the Academy’s voice was consistent and authoritative across both online and offline channels.
Results Within 12 Months
Revenue Growth
Self-funded training revenue in the 12 months before Encapsulate: £679k.
Self-funded training revenue in the 12 months with Encapsulate: £960k.
Reduced Marketing Spend
Before working with Encapsulate, the Academy’s marketing activity involved a much higher monthly investment across internal resource, external support, advertising, events and campaign activity.
Under Encapsulate’s management, the Academy moved to a leaner, more focused model while improving both application and revenue performance.
This resulted in an 81% decrease in marketing spend, while still delivering stronger outcomes.
Improved Market Position
- More first-page organic rankings than at any point in the company’s history.
- Stronger visibility across key retrofit training search terms.
- Clearer positioning as a trusted training provider in the retrofit sector.
- Stronger digital infrastructure to support learners, partners and major funding campaigns.
Warm Homes Skills Programme (WHSP) Part-Funded Courses Campaign Success
Encapsulate also supported a major government-backed funding campaign through the Warm Homes Skills Programme, creating dedicated landing pages, streamlined application forms, optimised user-focused content and targeted ad campaigns that drove applications at scale.
Applications generated internally: 77.
Applications generated by Encapsulate: 276.
Encapsulate-generated applications represented 78% of new applications during the campaign, which means the campaign (at the time of writing) is on track to generate approx. £1.4m from a single campaign if the current trend continues.
The campaign created a substantial commercial opportunity and supported the long-term goal of reinforcing The Retrofit Academy as a trusted provider for both government-backed programmes and wider retrofit training.
Technology & Tools Used
To deliver both immediate impact and sustainable growth, Encapsulate combined sector-leading marketing expertise with a carefully chosen tech stack.
Each tool and platform played a role in rebuilding performance and strengthening the Academy’s digital infrastructure.
- Content Management & Development: website rebuild, landing pages, forms and custom lead board development.
- Marketing & CRM: Freshworks CRM, Monday.com workflow and lead management implementation.
- Advertising Platforms: Google Ads, including search campaigns, display campaigns and remarketing.
- Analytics & Reporting: Google Analytics 4, Google Search Console, Google Tag Manager and Ahrefs.
- Hosting & Security: ANS eCloud VPC hosting and Cloudflare, including CDN, caching, SSL and WAF support.
- Design & UX: Figma for wireframes and layouts, supported by Adobe Creative Suite for visual design assets.
The Outcome
By reversing short-term decline, turning immediate challenges into quick wins and laying stronger long-term foundations, Encapsulate helped The Retrofit Academy achieve lasting growth in an increasingly competitive sector.
The result was not just restored performance, but a clearer, more scalable growth model built around stronger digital journeys, improved marketing efficiency and a more effective route from learner interest to completed application.
Encapsulate Team
Encapsulate is a cross-discipline, full-service marketing, web development & business growth agency based in Staffordshire, working with ambitious businesses across the UK, covering strategy, websites, SEO, paid media, CRM workflows and creative delivery.