Due to COVID-19 the entire Urban Element Team will be working remotely.

Designing and building a new WordPress website, complete with SEO, to get ahead of the competition


Osborne Cawkwell Tuition are specialists in private tuition in London, the UK and abroad, they also advise on a range of educational issues to support students at any age, from primary school through to university. With more than 50 years of combined experience in education, their expert consultants are trusted by students in the UK and abroad to guide and advise on school placements and university choices.

Despite the strength of their brand to those in the know, Osborne Cawkwell Tuition were struggling to reach their full audience online. Over recent years their competitors had started to invest in their web and Search Engine Optimisation (SEO) presence, and Osborne Cawkwell Tuition were falling behind. Urban Element was called upon to jump-start their online brand with key goals to boost web traffic, improve their keyword rankings and increase enquiries for their services.

Standing Up Against Tough Competition

When coming to us, the Osborne Cawkwell Tuition site had poor visibility, it wasn't ranking for any terms, their content structure (and thus user experience) was confusing, and they had had no previous SEO investment. On top of that, they're operating in a competitive marketplace, and their competitors had a head start on their web and SEO efforts.

Having never appeared higher than page four on Google search results, our team certainly had their work cut out.

Identifying and Breaking Down the Barriers

Through our initial assessment of the Osborne Cawkwell Tuition site, we identified several issues that were hindering their success.

Assessing competitor sites, we agreed that a simple main navigation menu would be easiest for their audience to follow. With Osborne Cawkwell Tuition already actively adding news, blogs and other content, we were certain that a strong WordPress website could get them the foundation they needed to get ahead of their competition in organic search.


Design a new site that would improve web traffic, increase enquiries, and improve organic search rankings, while effectively reflecting the integrity of the Osborne Cawkwell Tuition brand.

Executing a New Site Build

With keyword ranking a high priority, we conducted Keyword Research and applied it using an SEO Sitemap to lay the foundations for greater visibility. We also went ahead and ensured the site structure was easy to navigate, and the main subject pages were built in a modular fashion to support content writing, along with making it easier for Osborne Cawkwell Tuition to add future blogs, and content.

In its final form, the site is well optimised, simple to use on both the front and backend, easy to update internally and perfectly reflecting the Osborne Cawkwell Tuition brand.

Great Results in Boosting Traffic, Keyword Rankings and Enquiries

With traffic, rankings and enquiries the primary goals for Osborne Cawkwell Tuition, we are monitoring these closely and supporting them to optimise at every step to achieve the desired results. What we achieved in less than three months since the launch of the new site -- 12th August - 31st October --, was a steady increase in organic traffic.

Enquiry results have also impressed us. We’ve seen a significant increase in Call to Actions converting traffic to enquiries.

Finally, the keyword ranking improvements were where our efforts really shone. In less than three months, we were able to greatly improve Google rankings for Osborne Cawkwell Tuition. Those results reflect a 9.86 per cent increase in visibility for keywords. The average position for keywords has improved by 22.91.

Most importantly for Osborne Cawkwell Tuition is that over the last 3 months they have had better Google visibility compared to six of their previously leading competitors. This was a key goal for the client at the start of the project and one that we are delighted to have achieved for them.

Urban Element looks forward to the first quarter review in November and what we can achieve at the one year mark.

Client Testimonial

"We are delighted with the website that Urban Element have built for us. They systematically carried through on the brief they initially proposed for our new site and our first 3 month review last week showed the site has very positive performance figures. They know what they doing! It's satisfying and reassuring to know that the time and money we have put into our new site is reaping rewards - and we hope that with Urban Element's continued support, the site will continue to showcase our business and bring in new clients."
- Lucy Cawkwell, Founder & Managing Director