Executive Summary
International Business University (IBU), a Canadian business school focused on accessible education and future-ready programs, partnered with WSI Leap Digital to modernize its digital foundation and scale student enrollment by 50% year-over-year. At the start, IBU’s digital ecosystem lacked the structure, strategy, and visibility needed for sustainable growth.
In under 12 months, Leap Digital delivered a mobile-first website, implemented a full-funnel SEO and Paid Media system, introduced closed-loop analytics, and built scalable engagement tools. IBU’s trust grew to the point where Leap Digital was retained to launch a second brand: IBU Online.
Industry
Higher Education
Engagement Start
November 2020
Services Provided
Website Redesign, SEO, Paid Search Strategy, WebCare, Conversion Rate Optimization (CRO), Analytics, Engagement Tools, Reputation Management
About the Company
IBU offers undergraduate and graduate business programs with a focus on practical learning, small class sizes, and digital-first delivery. Headquartered in Toronto, IBU provides in-demand BCom and MBA degrees to domestic and international students. With a mission to improve student access and experience, IBU integrates technology, affordability, and personalization across its learning model.
Challenges
Before partnering with Leap Digital, IBU’s digital infrastructure struggled to support its enrollment goals and user experience expectations.
Website & UX Issues
- Poor mobile usability, no sticky menu, overlapping UI elements
- Inconsistent calls-to-action (CTAs) and poor accessibility
- Limited self-service tools and weak performance on mobile
SEO & Content Gaps
- No pillar content or keyword strategy
- Thin blog posts, broken metadata, disorganized URL structure
- Low domain authority and site health
Paid Search & CRO
Inefficiencies
- Facebook Ads generated leads but 0 conversions
- Unoptimized landing pages with no A/B testing
- No segmentation, retargeting, or attribution in place
Engagement & Support
Limitations
- No chatbot or real-time student assistance
- Issues around visas and Letters of Acceptance created friction
- No review management system in place
Analytics & Strategy
Deficiencies
- Fragmented data and outdated personas
- No visibility into campaign performance or ROI
- Lack of strategic planning across channels
Our Solutions
Website Redesign & WebCare
- Rebuilt IBU.ca as a mobile-first, accessible website with 93%+ health score
- Re-architected the sitemap using custom post types and structured navigation
- Implemented uptime monitoring, performance tuning, and plugin quality control
SEO & Content Strategy
- Launched a pillar and cluster content model focused on BCom and MBA keywords
- Reclaimed lost rankings and stabilized Tier 1 and Tier 2 positions
- Built campaign-specific landing pages aligned with student personas
Analytics & Attribution
- Connected Google Analytics, HubSpot, and ad platforms
- Introduced closed-loop attribution from ad impression to enrollment
- Uncovered performance blind spots to reallocate marketing budget efficiently
Paid Media & CRO Overhaul
- Audited and rebuilt all paid campaigns, removing unqualified traffic
- Designed new landing pages with CRO best practices
- Launched Performance Max, Reddit Ads, and Microsoft Ads
- Introduced: Look-alike audiences, Precision retargeting, Creative testing and optimized bidding
Engagement Tools & Reputation Management
- Deployed a chatbot to address enrollment questions and support tickets
- Added FAQ content for visa and LOA issues to reduce support friction
- Integrated BirdEye to manage and respond to student reviews
- Built content addressing pre-enrollment concerns proactively
Outcomes & Impact
Client Testimonial
“Leap Digital helped us transform our digital strategy from reactive and fragmented into a data-driven, full-funnel growth engine. Their ability to uncover gaps, deliver results, and think ahead has earned our complete trust.”
Conclusion
IBU’s partnership with Leap Digital turned a disjointed digital presence into a scalable enrollment machine. With a modern website, strategic content, diversified ad channels, and closed-loop analytics, IBU is now positioned for long-term growth across domestic and global markets.
Want to scale enrollment with a data-driven, modern strategy? Let’s talk.