Canada Career Counselling is a national career-counselling practice serving individuals, organizations, and schools. Big Fox partnered with them to boost online visibility, attract high-intent organic traffic, and convert more of that traffic into booked consultations. The approach worked on three fronts at once: on-page and content, technical SEO, and conversion.
On-page & content
We started by restructuring the site to clearly separate services for the three distinct audiences — individuals, organizations, and schools. That single change made the site easier for both people and search engines to navigate, and engagement metrics improved as a result.
- Optimized service pages rebuilt to capture a broad range of relevant queries with compelling, decision-stage content.
- Trust & authority signals surfaced throughout — media mentions on CBC News, Global News, and The Globe and Mail, alongside the team’s advanced credentials. For a high-trust service, that E-E-A-T matters as much as keywords.
- A content strategy that targeted long-tail career-development and job-search queries, building organic visibility while genuinely helping readers and increasing dwell time.
Technical SEO & UX
Visibility only converts when the experience holds up. We made the site fast and resilient across devices:
- Mobile-first responsive design so every page performs in mobile-first indexing.
- Page-speed work — image compression, browser caching, and code clean-up — to cut load times.
- Structured data (LocalBusiness and Service schema) on key pages, which helped search engines understand the content and earned rich snippets in the SERPs.
Driving traffic & conversions
Traffic was never the goal on its own — booked consultations were. We redesigned CTAs into clear, compelling prompts toward contact and consultation pages, customized lead-capture forms for the different needs of individual versus organizational clients, and used strategic internal linking to guide visitors from informational content to conversion-focused pages.
The results
The combined on-page, technical, and conversion strategy produced significant, measurable gains in a short window:
- 285,000 search impressions over a three-month period.
- 4,150 organic clicks across the same three months.
- A clear uplift in conversions, with the higher-quality traffic translating into more high-quality leads.
From there, the path forward is compounding: ongoing metadata and schema refinement, continued keyword-rich content, and tighter conversion-rate optimization keep the program growing in an increasingly competitive market.