Celebrating Excellence: WJS Training Wins SEO Hero Award

WJS Training, led by Andrew Brown, has been recognised with the SEO Hero Award in the Allens Training Partner Awards — acknowledging outstanding achievement in online visibility, digital growth, and innovation in search marketing.

For Andrew, the award represents much more than digital success.

“This is meaningful recognition from our partner,” he says. “It shows we’re on the right path to growing our business — and ready to share our experience with other Allens Training partners.”

Building a Digital Growth Engine

Andrew’s motivation to improve WJS Training’s online presence came from a simple goal: to move beyond word-of-mouth and create sustainable, automated sales funnels. Starting from scratch, he built and optimised the WJS Training website using in-depth research into industry-specific keywords and audience behaviour.

“We wanted to make sure our website reflected what people were actually searching for,” Andrew explains. “There’s strong online demand for courses in our industry, and SEO allowed us to connect with that audience.”

Answer-First Content and Smart Targeting

WJS Training’s biggest digital breakthrough came through refining its brand positioning — the intersection between the company’s product advantage, the audience’s key needs, and the local competitive landscape.

From there, Andrew introduced Answer Engine Optimisation (AEO) — creating content designed to deliver clear, factual answers directly in search results. “We focused on writing in natural, conversational language — giving the answer first, then expanding with detail,” he says.

WJS Training also tested sector-specific and location-targeted content, helping the business appear for more precise, high-converting searches — a move that quickly boosted both website traffic and inbound enquiries.

Real Results, Real Growth

In just a short time, WJS Training has seen steady increases in traffic from relevant keywords, more direct website bookings, and a growing number of email and phone enquiries. Every new client is asked how they found the business, allowing Andrew to track real-world results alongside analytics tools.

Advice for Other Partners

“Start with your unique positioning — it’s in every product or service,” Andrew advises. “Be consistent, test your channels, give strategies time to work, and track results properly. Ask your clients how they found you — the data you collect there is gold.”