Driving Results: Grofuse’s End-to-End Digital Strategy for Swilly Group
Home / Case studies / Driving Results: Grofuse’s End-to-End Digital Strategy for Swilly Group
Swilly Group, established in 1975, is a leading transport training and health & safety consultancy based in Letterkenny, Co. Donegal. With a strong reputation built over nearly five decades, the company delivers a wide range of RSA-approved driving courses, ADR training, and tailored health and safety programmes for local authorities, haulage companies, SMES, and individuals across Ireland.
Client Goals
Swilly Group approached Grofuse with the clear intention of modernising their digital presence and improving how their training services were promoted online. Their previous website was outdated, poorly structured, and challenging to navigate for prospective learners. Key services, such as Rigid and Articulated Truck Training, Bus Driving, and Transport Manager CPC courses, were not presented, and the user journey lacked a clear call to action or booking pathway. The site was also not optimised for SEO, which limited visibility in search engine results and made it difficult for the team to promote courses organically.
The Swilly Group team sought a comprehensive website redesign to reflect their brand’s professionalism, simplify service access, and boost online course bookings. In addition to the site overhaul, they needed a strategy to generate more enquiries in the short term through paid advertising while improving their long-term visibility with search engine optimisation. Ultimately, the goal was to reduce dependence on public-sector tenders and grow their commercial training business through a scalable, results-driven digital strategy.
What We Did
Website Redesign & Structure Optimisation
Swilly Group’s original website lacked structure, clarity, and conversion focus. Our team began by reimagining the site from the ground up. We restructured the entire user experience to align with how real customers search for and book training through commercial driving, CPC, or health and safety courses. The new design introduced a clean navigation system, strong internal linking, and mobile responsiveness across all pages.
Each service page was crafted with SEO-friendly content, benefit-driven messaging, and clear calls to action. Enquiry forms were placed intuitively, and pages were grouped into three main categories — Driving Services, Transport Services, and Health & Safety, allowing users to find what they need in seconds.
Our design team focused on functionality and brand credibility. By combining clarity with professionalism, we delivered a website that’s easier to manage internally and converts traffic into real enquiries.
Custom Content Strategy
Our copywriting team worked closely with Swilly Group to rewrite and optimise every course page. This included:
- ADI (Approved Driving Instructor) Training
- Rigid and Artic Truck Training
- Bus and Minibus Driving Courses
- Jeep and Trailer Training
- ADR Driver Training
- Transport Manager CPC
- Driver CPC (Periodic and Initial)
- GLUAIS Passenger Assistance Training
- Advanced/Defensive and Fuel-Efficient Driving Assessments
- Health and Safety Courses like Safe Pass, First Aid Responder, and Manual Handling
Google Ads Campaigns
We developed and managed highly targeted Google Ads campaigns to promote Swilly Group’s priority training courses. Campaigns were designed around user intent and booking urgency, particularly for:
- Transport Manager CPC
- Bus Driving Course
- Rigid and Artic Truck Courses
- Learn to Drive with a Trailer Course
Ad copy was crafted to highlight key benefits and drive immediate course bookings. Keyword targeting and conversion tracking were implemented to ensure complete visibility on campaign performance.
The Transport Manager CPC campaign performed best overall, delivering a strong return on investment (ROI) due to buyer urgency and higher intent from users searching for this qualification.
Search Engine Optimisation (SEO)
To improve organic visibility, we:
- Optimised all core pages with agreed industry search terms related to transport training, driver CPC, trailer training, and more.
- Created SEO-structured content with headings, metadata, and internal links to ensure strong crawlability and ranking potential.
- Implemented best practices to improve technical SEO, enhancing page load speed, mobile usability, and site indexing.
This made the website easier to optimise and monitor for long-term growth in organic traffic.
Lead Generation & Performance Tracking
We implemented detailed conversion tracking across contact forms and course sign-up actions, allowing Swilly Group to see precisely where leads came from. This data-driven approach gave the client complete visibility over what was working and where to invest next.
Combining strategy, creativity, and technical execution, Grofuse delivered a high-impact digital presence designed to grow Swilly Group’s business sustainably.
The Result
Swilly Group now has a modern, SEO-friendly website that reflects their full services and improves course accessibility for individuals and business clients. The website delivers a more substantial user experience and improved conversion rates with more transparent content structure and easier-to-navigate pages. Google Ads campaigns generated direct course bookings, with the Transport Manager CPC course proving the most effective.
Subscribe to our newsletter for exclusive tips and insights on growing your business