Found by 104 families in the first month, without a single advertisement
A career counselling brand launched an online assessment platform for students, parents and professionals across India. Our growth consulting made certain that the right people could find it from the first day, through search, through AI answers and through one clear brand on social media.
- 104Assessments in the first month
- ₹0Spent on advertising
- 70Search-ready articles
- 7,000+Real searches behind the content plan
A career counselling platform, found by families without a rupee spent on advertising.
- Client
- A career counselling brand, guiding students since 2014
- Market
- Online across India, with in-person counselling in Mumbai
- Industry
- Education, career and life counselling
- Audience
- Students from Class 8, graduates, working professionals, parents, schools and companies
- Our role
- Growth consulting
Years of counselling experience, and no way to be found.
The brand had years of counselling experience and a new online assessment ready to launch. What it did not have was a way to be found by families across India.
A new website with almost no search presence, competing with large education portals for every career query.
A national product with a local image, since most people knew the brand only through its Mumbai centre.
Social accounts that did not match one another, each carrying a different description, category and set of contact details.
No measurement, and therefore no way to see where visitors came from or where they stopped.
A tight budget, with paid advertising ruled out until the business knew which visitors become paying families.
What we did.
Advise
Set the direction
- Positioned the brand as online, anywhere in India and in your own language, with Mumbai reserved for in-person counselling.
- A growth plan in six phases: measure, improve conversion, build content, earn reputation, unify social, and advertise only when the data supports it.
- Keyword research drawn from more than 7,000 real Google India searches by students and parents.
- Content balanced across every stream, covering Commerce, Arts, Science and vocational paths.
Grow
Be found
- Search: 6 audience landing pages, 53 career guides and 70 articles with cited sources.
- AI search: structured data and a site guide an AI assistant can read, so that assistants understand and recommend the brand.
- Local and national pages: a Mumbai centre page, and online counselling pages for 5 major cities.
- Social and Google profiles: one brand description, category, address and WhatsApp number across Instagram, Facebook and the Google Business Profile.
- Measurement: Google Analytics tracking the journey from first visit to assessment to purchase, with Search Console and Bing in place.
Why we advised against advertising, for the present.
Most new platforms begin by buying traffic. We advised the opposite: make the brand easy to find and easy to trust first, and measure every step from the first visit through to the purchase. The result was 104 assessments in the first month at no advertising cost, together with clear data on which audiences are worth spending on once advertising does begin.
Results after the first month.
Every figure below is as confirmed by the client, over the period stated.
What comes next.
This engagement is continuing. The work below is under way, and the figures above are updated as results come in.
Conversion: turning more of those who take an assessment into paying families, using the funnel data.
Hindi and regional content, ahead of the board results and admissions season from March to June 2027.
Reputation: reviews, school and company partnerships, and earned links, with no purchased links.
Paid social, tested on small budgets once the data shows who pays.
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