Case Study

SEO Drives 46% Organic Growth & 2x Leads for B2B Firm

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The Challenge

Declining Web Visibility and Inefficient PPC Spend

The client, a professional services firm, sought to improve the performance of its service pages through SEO enhancements and conversion-focused copy optimization. Their existing pages were underperforming, with low organic search rankings, weak engagement, and suboptimal conversion rates. The goal of this project was to enhance search visibility, improve user engagement, and increase Marketing Qualified Lead (MQL) conversions.

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Before optimization, the client’s service pages faced several key issues:

  • Low organic visibility, with most keywords ranking outside of the top 50 search results.
  • Low engagement times, averaging 31 seconds per page (compared to the 49% industry average).
  • A conversion rate of 1.07%, with limited lead generation from key pages.
  • Inconsistent or missing meta descriptions, heading structures, and alt tags.

The client needed a structured approach to SEO and conversion optimization to maximize the value of its service pages while ensuring sustainable growth from organic sources.

Our Solution

SEO and Conversion Optimization To Drive Results

We began by deeply analyzing the client’s website, uncovering technical gaps, content inefficiencies, and missed SEO opportunities. What followed was a structured, step-by-step approach that ensured every update was intentional and data-driven.

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SEO Optimization

  • Conducted thorough keyword research to identify high-intent search terms.
  • Optimized over 50 service pages, ensuring each had strategic meta descriptions, compelling title tags, and properly formatted alt text for images.
  • Improved page readability by incorporating clear subheaders, bullet points for quick takeaways, and internal linking to guide users through a logical journey.
  • Implemented structured data to enhance search engine understanding of key services.
  • Improved visibility by 9.44%, with 16 keywords moving from an average position of 40 to 8 in search rankings.
  • 7 new keywords broke into the top 3 positions, capturing previously untapped organic traffic.

Conversion-Focused Copywriting

  • Refined service page content to reflect searcher intent, ensuring messaging aligned with pain points and solutions.
  • Introduced strong, action-oriented CTAs that encouraged engagement and form submissions.
  • Shifted from passive voice to dynamic, persuasive language that built trust and credibility.
  • Conducted two rounds of copy revisions, leveraging A/B testing insights to refine clarity and effectiveness.

The Results

Increased Website Traffic and Leads

The transformation of the service pages was evident not just in traffic gains but in tangible business outcomes. The optimizations yielded:

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Traffic growth from organic search

A 45.94% increase in visits from search engines.

User engagement

A 195.33% increase in active users.

Lead generation

Form submissions skyrocketed by 106.5%, leading to more inbound inquiries.

Keyword performance

16 keywords moved from an average rank of 40 to 8, significantly increasing discoverability.

Conversion rate improvement

The website-wide conversion rate increased by 28%, reflecting a more engaged audience ready to take action.

Lead quality gains

Not only did leads increase, but the percentage of Marketing-Qualified Leads (MQLs) increased by 93%, making it easier for the team to focus on high-value prospects.

Page-level growth

Several service pages saw exponential growth, with some experiencing traffic increases exceeding 1,800%.

Key Takeaways

SEO is a trust-building tool. In the legal industry where relationships and credibility matter, appearing prominently in organic search establishes authority and attracts high-intent prospects.

SEO provides a cost-effective way for professional services firms to sustain lead flow without increasing reliance on paid ads, reducing client acquisition costs over time.

Conversion-optimized copy improves both volume and quality of leads, ensuring that the team can focus on nurturing high-value prospects instead of filtering out unqualified leads.

Strategic content restructuring enhances user experience, making it easier for visitors to engage, understand offerings, and take action.

Regular performance tracking is crucial. Continuous optimization ensures long-term growth and adaptability to changing market trends.