instepuk.com
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Instep: The Unsung Giant of UK Corporate Training
With 114 employees and $25M in revenue, Instep is quietly dominating a niche market.
In a crowded market of corporate training platforms, Instep isn't just playing the game—they're redefining the rules of inclusive leadership and apprenticeships. While most competitors fight for visibility, Instep has built a $25M revenue engine with a lean team of 114.
"Instep proves you don't need viral traffic to build a massive business—just deep expertise and the right clients."
The Niche Strategy
Instep targets a specific intersection: inclusive leadership training and apprenticeships with functional skills. Their keyword data reveals a masterstroke—ranking for high-volume terms like 'attrition' (102K monthly searches) while dominating long-tail apprenticeship queries. This dual approach captures both strategic HR leaders and operational training managers.
The Traffic Paradox
Here's the counter-intuitive insight: Instep's 4,782 monthly visits seem modest until you realize their traffic quality. With 51% organic search and 34% direct traffic, they're not chasing vanity metrics. Their visitors are decision-makers actively seeking leadership development solutions. The 'undefined' country data suggests either a UK-centric focus or tracking limitations—likely the former given their domain.
The leadership team reveals their strategic positioning. CEO Al Bird leads a specialized crew including Lucy Wynne (Head AEB), Jo Lyth (Head Customer Solutions), and Aaron Trevitt (Head People Experience). This structure signals a company that's moved beyond generic training to deliver integrated people solutions—exactly what enterprise clients pay premium prices for.
- Revenue per employee: ~$220K (exceptional for consulting)
- Organic search dominates despite low overall traffic
- LinkedIn presence suggests strong B2B network effects
- Technical stack (jQuery, Tailwind, Bootstrap) indicates rapid iteration over polish
The $25M Bootstrapped Playbook
Instep's model proves that in B2B services, depth beats breadth every time.
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Instep | Inclusive Leadership & Corporate Training
Instep offers inclusive leadership, corporate training, and apprenticeships to empower teams, drive growth, and build high-performing leaders. Get started today!
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About instepuk.com
Instep offers inclusive leadership, corporate training, and apprenticeships to empower teams, drive growth, and build high-performing leaders. Get started today!
Company Overview
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Technology Stack
instepuk.com uses 19 technologies across their website including PHP, WordPress, DoubleClick Floodlight, LinkedIn Insight Tag, and more.
Programming Languages
PHP
CMS
WordPress
Advertising
DoubleClick Floodlight, LinkedIn Insight Tag, Google Ads
Analytics & Marketing
Clarity, Google Tag Manager, Google Analytics
Performance
Lazy Loading, Priority Hints
Web Standards
Twitter Cards, RSS
Traffic & Audience
instepuk.com receives approximately 4.8K monthly visitors and ranks #4,194,824 globally. The website has a bounce rate of 56% with visitors viewing an average of 1.4 pages per visit. Users spend an average of 0:06 on the site.
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