Web Growth & SEO Specialist
Department: Ampa Group Services - Marketing and Business Development - Marketing - Marketing - 9211
Employment Type: Permanent - Full Time
Location: Flexible
Reporting To: Louis Coe
Description
Web Growth & SEO Specialist
Team
Marketing (Digital)
Location
We have a blended work to your diary approach where we flex where, when and how we work with attendance at our hubs when required.
Reporting to
Web Producer
Role Context
Our central marketing team supports multiple brands across the Ampa Group. This role sits within the digital team and is focused on improving website performance as a growth channel through strong technical SEO, conversion rate optimisation (CRO), and disciplined measurement. You will work closely with the Senior Web Producer, Web Operations, CRM and Email colleagues, and agency partners to deliver high‑quality, data‑led improvements that increase qualified enquiries and improve the online client experience.
Role Purpose
To increase qualified enquiries and organic visibility by owning the technical SEO and website optimisation backlog across priority brands, improving key journeys through CRO, and ensuring changes are measured properly and communicated clearly to stakeholders.
What you will be doing:
* Take ownership of the technical SEO and website optimisation backlog (triage, prioritisation, implementation coordination, validation).
* Improve conversion performance across priority enquiry journeys (landing pages, forms, CTAs, trust signals, navigation, speed).
* Strengthen measurement and insight: ensure tracking, reporting and learnings are consistent and actionable.
* Reduce single points of failure by documenting repeatable processes and supporting cross‑team capability (runbooks, standards, handovers)
Technical SEO and site health
* Run and interpret regular technical audits (crawl/indexation, internal linking, redirects, CWV basics, errors, canonicals, schema basics) and turn them into a prioritised action plan.
* Work with the Senior Web Producer and agency partners to scope and deliver fixes safely, with clear acceptance criteria.
* Validate releases and fixes (pre/post checks) and monitor impact in Search Console and analytics.
Conversion rate optimisation (CRO) and UX improvements
* Identify friction and drop‑off in enquiry journeys using quantitative and qualitative signals (GA4, Hotjar or similar tools, form analytics where available).
* Propose and implement improvements to templates, landing pages and forms, ensuring changes align to brand and accessibility expectations.
* Plan structured tests where tooling allows (A/B, split testing, or controlled before/after), and document learnings.
Measurement and reporting discipline
* Ensure key events and conversions are defined, firing correctly, and consistently named (in collaboration with relevant owners of GA4/GTM).
* Produce simple, regular performance updates that answer: what changed, what we learned, what we are doing next.
* Maintain UTM and tracking hygiene standards for web‑related activity and campaigns (where applicable).
Cross‑functional delivery and stakeholder management
* Work with Web Operations (content/BAU), CRM and Email colleagues to ensure web changes support end‑to‑end journeys (enquiry > CRM > comms).
* Provide clear briefs, requirements and feedback loops for agencies and suppliers.
* Present recommendations and outcomes to a mixed stakeholder audience, translating technical points into practical decisions.
Operational resilience (runbooks and standards)
* Create and maintain short runbooks for repeatable processes (e.g., technical SEO routine, release checks, tracking validation, CRO workflow).
* Contribute to shared standards for publishing, QA, and accessibility baseline checks, reducing rework and repeat incidents.
* Support onboarding and knowledge transfer within the team to build cover across critical activities.
What you will need:
* Demonstrable experience owning and delivering technical SEO improvements (not just reporting), including interpreting audits and specifying fixes.
* Hands‑on experience improving conversion performance on lead‑generation websites (CRO/UX improvements with measured outcomes).
* Strong analytical capability using GA4 and Search Console; comfortable turning data into prioritised actions.
* Practical understanding of WordPress/CMS environments and web fundamentals (HTML/CSS; JavaScript helpful).
* Ability to manage multiple priorities, work to clear acceptance criteria, and deliver improvements end‑to‑end.
* Clear communicator who can work effectively with developers, agencies and non‑technical stakeholders.
(desirable)
* Experience with Peppermint CX365 / Peppermint CMS or similar legal/professional services platforms.
* Working understanding of Microsoft Dynamics‑related marketing emails and how web/CRM data impacts comms and reporting.
* Familiarity with tools such as SEMrush, Screaming Frog, Hotjar, Cloudflare, and accessibility testing approaches.
Key Competencies
* Commercial and client‑first mindset: improves UX without losing sight of lead quality and growth objectives.
* Structured problem‑solver: diagnoses issues quickly and works methodically to resolution.
* Delivery‑focused: can take a backlog item from “problem statement” to “live change” to “measured outcome”.
* Collaborative and pragmatic: works across functions, reduces friction, and builds shared ways of working.
* Continuous improvement: documents learnings and builds standards that improve team performance over time.
Success criteria (examples)
* Improved qualified enquiry performance on priority journeys (conversion rate, completion rates, lead quality proxies where available).
* Stronger organic visibility and healthier technical baselines (index coverage, reduced critical errors, CWV trend improvements).
* Faster and cleaner delivery: fewer repeat incidents, clearer acceptance criteria, better release validation.
* Better organisational resilience: key processes documented and transferable, with reduced dependency on single individuals.
Benefits, Agile Working and Additional information
We embrace agile working and offer a blended approach to where and how we work.
We appreciate that people have different needs and preferences and we’re keen to be flexible, after all, we value what you do, not where you do it.
We have the following hubs across the UK: Birmingham, Bristol, Edinburgh, Leeds, Leicester, Lincoln, London, Milton Keynes, Nottingham, Sheffield, Stratford upon Avon and in the South East; Brighton, Chichester, Crawley, East Grinstead, Eastbourne, Lewes, Seaford, Storrington, Southampton and Tunbridge Wells.
Want to find more about our amazing benefits?
Please be aware, for some vacancies, where we receive high numbers of applications we may need to bring the close date forward.
Due to the nature of the work undertaken, confirmation of employment will be subject to a variety of checks which will be carried out once an offer of employment is accepted. Details of the checks can be found here.
Equal opportunities
Ampa Group is a committed equal opportunities employer. We seek to attract, develop and retain talented people from a diverse range of backgrounds and cultures. We value and respect individuality and encourage a culture within our business where people can be themselves and be valued for their strengths and experiences. Everyone who either applies to or works for the firm is treated equally, regardless of their gender, age, ethnic origin, nationality, marital status, sexual orientation or religious beliefs.
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