Competency Cloud – Bespoke WordPress & National SEO Campaign for Workforce Compliance Leader

Project Highlights.

Dedicated Industry Pathways (Construction & Utilities)

ISO 27001

Security Compliance Showcased

100%

Mobile-First Responsive Design

4-Phase

National SEO Campaign Roadmap

Full

WordPress CMS Training Delivered

Day 1

Technical SEO Foundations Implemented

Industry Software & Technology

Company

Competency Cloud

Market

UK-wide construction, utilities, and high-risk sectors

Starting Point

Proven, award-winning platform ready for market but without the professional website required to match its sophistication and drive qualified demos

Current Performance

Modern, high-converting website now live at competencycloud.co.uk, delivering demo requests and underpinned by an active national SEO & generative engine optimisation campaign

Website

competencycloud.co.uk

The Challenge

Communicating complex SaaS functionality and rigorous compliance standards in a way that feels simple and reassuring – one that stands out in a conservative, regulation-heavy market – is one of the hardest balances to strike.

Specific requirements included:

Clear industry separation with dedicated pathways for Construction and Utilities, each with sector-specific challenges, solutions, and use-cases
Deep feature exploration and resource library (accreditations explained, training guides, competency frameworks, implementation guides)
Enterprise-grade security & compliance section to reassure procurement teams
Secure, calendar-integrated demo booking system with qualified lead capture
Mobile-first design for users accessing on tablets or phones while on site
Clean, contemporary aesthetic that feels innovative without sacrificing authority
Technical SEO foundations and structured data baked in from day one to support immediate and future growth

All delivered on WordPress with comprehensive team training for ongoing independence.

Our Solution – Website Development & National SEO Campaign

Bespoke WordPress Development

Working directly with founders Mark Ashrafi and Daniel Winstanley, we delivered a completely bespoke WordPress website that balances technical depth with outstanding clarity and usability. Key highlights include: fully responsive framework optimised for all devices, dedicated industry landing pages (/construction/ and /utilities/) with tailored messaging, rich resource hub including accreditation guides and implementation resources, ISO 27001, GDPR, and Cyber Essentials Plus security credentials prominently displayed, secure GDPR-compliant demo booking calendar with smart field logic, and full content population with in-house WordPress training delivered.

Technical SEO Foundations

Structured data (schema markup) implementation across features, organisation, software, and FAQ content for enhanced rich results. Core Web Vitals optimisation, fast secure hosting, and performance monitoring from launch. Clean code structure providing an exceptionally strong foundation for organic growth.

Phase 1 – Foundation (Months 1–3)

Comprehensive keyword research targeting high-commercial-intent terms (“workforce compliance software”, “competency management system UK”, “construction compliance platform”). Full technical refinement – Core Web Vitals, site speed, indexation control, advanced schema (SoftwareApplication, Organisation, FAQ, Article). Meta optimisation, internal linking architecture, and content gap fulfilment on priority pages. Initial high-authority backlink acquisition and digital PR outreach.

Phase 2 – Growth & Scaling (Months 4–8)

Strategic content expansion – in-depth guides, case studies, comparison content, and resource downloads designed to capture featured snippets and AI overviews. Entity-based optimisation and topical authority building around core entities (Competency Cloud, Chipmunk Data, CSCS verification, NRSWA). Continued high-quality backlink campaigns and digital PR in construction/utilities publications. Generative Engine Optimisation (GEO) – conversational content structures, zero-click answer targeting, and structured data enhancements to dominate Google AI Overviews, ChatGPT, Perplexity, and voice search.

Phase 3 – Optimisation & Excellence (Months 9–12+)

Advanced CRO integration with heatmapping and user behaviour analysis. Programmatic SEO opportunities and content cluster expansion. Ongoing high-authority link building and brand mention conversion. Monthly performance reporting, algorithm monitoring, and agile optimisation.

The Value Delivered

The Chipmunk Data team had already built something exceptional – an intelligent platform that removes the chaos of spreadsheets and paper trails from workforce compliance. What they needed next was a website that instantly communicated that same level of capability, security, and ease to time-poor professionals in construction and utilities.

We delivered exactly that: a digital experience that feels innovative yet completely trustworthy, guides visitors smoothly to booking a demo, separates the two core verticals with tailored messaging, showcases ISO 27001-grade security, and provides genuine value through resources and knowledge-base content – all while being fully editable in-house on WordPress.

The Result

Conversion-Focused Digital Presence

The result is a website that doesn’t just inform – it actively converts visitors into high-quality demonstration bookings while positioning Competency Cloud as the modern, intelligent alternative in workforce compliance software.

Complete Digital Platform

The combination of a conversion-focused website and our national-scale SEO & generative engine optimisation campaign gives Competency Cloud the complete digital platform it deserves – one that reflects the quality of the software itself and positions the brand for sustained, dominant organic growth.

Qualified Lead Generation

Modern, high-converting website now delivering demo requests without reliance on paid advertising, with a structured campaign specifically engineered to establish Competency Cloud as the default organic answer for workforce compliance searches across the UK.

Why This Approach Worked

Industry-Specific Positioning

Dedicated pathways for Construction and Utilities with tailored messaging ensured relevance to each vertical's unique challenges and compliance requirements.

Trust-First Design

Prominent display of ISO 27001, GDPR, and Cyber Essentials Plus credentials addressed procurement team concerns from the first interaction.

Technical Excellence

Clean code structure, comprehensive schema markup, and Core Web Vitals optimisation created an exceptionally strong foundation for both user experience and organic growth.

Client Empowerment

Full WordPress CMS training enabled the Competency Cloud team to maintain and update content independently, ensuring long-term sustainability.

The Bottom Line

This structured, data-driven campaign is specifically engineered to establish Competency Cloud as the default organic answer for workforce compliance searches across the UK – driving a consistent pipeline of qualified demonstration requests without any reliance on paid advertising.

Ready to build a conversion-focused digital presence for your SaaS platform?

Contact Fertile.Digital to discuss your bespoke website development and national SEO strategy.

Services

Web Design & Development

SEO Services

Digital Marketing

Brand & Creative Design