Strategic web, UX and marketing support for British Council Canada

– The British Council is the UK’s leading cultural relations organisation, working for more than 80 years in over 110 countries. They work with an array of partners within arts, education & society and English & exams.

IELTs is a globally recognised test for English proficiency that is licensed to two organisations in Canada, The British Council and IDP. We were asked to provide strategic, flexible and ongoing marketing support to help grow the percentage of the market share against their leading competitor.

UX and conversion optimisation

The British Council in Canada have their own web presence to promote IELTS training materials and test bookings. To maximise the effectiveness of all future marketing activities, we were asked to look at refining the user experience and journey.

Design, content, and cross-links were evolved to work well across all devices, and we re-worked key sections of the website to bring simplicity and beauty while exploring the site. As a result, we saw an immediate and positive impact on key indicators such as bounce rate, session times and goal completions.

Boosting test sittings through search

It is difficult to truly comprehend the vast scale of Canada and the distance between major towns and cities. Toronto and Montreal appear to be neighbouring cities on the map, but it would take over five hours to drive between them.

We have worked alongside The British Council Canada’s internal teams to devise and deliver an SEO strategy tailored to the unique geographic canon. As a result, we have helped them significantly grow their search presence in each target location, leading to notable increases in test bookings.


Increase in sessions


Increase in conversion rate


Increase in goal completions