CrossSafety
organic search sessions in a year, with 65.6% of them engaged. A broad health and safety offer became easier to find, understand and act on.
Health and safety consulting and training. Solved: website, search and outreach.
Problem
CrossSafety covers health and safety consulting, staffing, compliance and workplace training. A list of capabilities couldn’t carry that much. Employers needed to see which service fit their problem, find useful guidance, and take the next step toward expert help or training.
Solution
We rebuilt the website as a business resource. Clearer service groupings and calls to action, SkillsCross training brought into the site, pillar and cluster content on the subjects employers search for, and CRM email campaigns that send contacts back to the right pages.
Results
Over the year, 9,112 organic search sessions with a 65.6% engagement rate, 21,924 sessions from email, and 208,781 Google Search impressions. Terms ranking in the top 10 rose from 12 to 18.
What we did.
A clearer story
Consistent blue and turquoise branding, workplace photography and service groupings organized a complex offer. Service pages, case studies, articles and regulatory resources each got a distinct job.
Training in the experience
SkillsCross became a prominent training destination inside crosssafety.ca, with course listings, detail pages, formats and schedules for classroom, virtual and eLearning.
A connected body of expertise
In-depth guides on occupational hygiene, safety audits, ergonomics, compliance and training, backed by articles on specific questions like noise assessments, silica exposure and air quality testing. Internal links tie guidance to services.
Content and CRM working together
Email campaigns distribute guidance, training information and regulatory updates. BlueBook promotion has its own destination. Conversation monitoring surfaced requests for training schedules and pricing.
Detailed explanations and FAQs also prepare the site for AI assistants. The first visits attributed to them are showing up in analytics. That’s an early signal, not yet a measure of how often AI recommends CrossSafety.
The results, by pillar.
Visibility
Google Search impressions
Authority
terms ranking in Google’s top 10, January to October 2026
Engagement
of organic search sessions engaged
Channel strength
sessions from CRM email campaigns
Google Analytics 4, October 1, 2025 to September 28, 2026. Search Console, November 2, 2025 to September 28, 2026. Rankings from a google.ca (English, Canada) ranking snapshot. These are recorded totals, not measured gains from the redesign.
This started as a website problem. Here’s how we think about what a website should do.
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