When this PropTech SaaS company hit a two-year traffic plateau with zero product keyword rankings, they reached out to us. By mapping their customer journey, optimising existing content, and fixing their site’s UX, we delivered incredible results in just four months.
A SaaS company in the PropTech sector with universities, hospitals and international corporations as clients. This client helps institutions make their buildings more efficient, reduce energy usage, save costs, and manage their space more effectively.
Problem
The client does not rank for any product-focused keywords despite regular posting content, and have been struggling to target the right audience with their content strategy. The client’s traffic had reached a plateau, without any meaningful gains for the large part of two years.
Solution
This client targets a very specific audience, so we started by exporting all of their current rankings and completing an analysis of their existing content, plus website UX & their goal completion statistics. It is not an ecommerce site so our purpose is to drive demo bookings and form submissions.
With this user data we were able to understand what content is further down the funnel & which pages drove the most goal conversions.
From here we mapped out the user journey into four separate stages. The first stage being “research” and to of funnel, all the way down to the user that is more educated and ready to book a demo or choose a service.
From here, we mapped out a content plan that catered to the four different stages, according to the user intent.
We also looked at the existing content with huge potential, that was either sitting higher up on page 2 of the SERPs or had potential to rank with just a few optimisations.
We worked with our client’s dev to make core improvements to UX across the site, improve site speed and implement a more effective internal linking architecture.
Four months in, we’re seeing some great results already.
Result
In four months and with a predominant focus on existing content and tweaks to the site, we’re seeing:
- 82% increase in demo form submissions
- 10% uplift in users that are much more qualified according to other metrics
- More engaged user based with +10% pages per session, -66% bounce rate
