Sample project: illustrative, not an actual client result
Plenty of blog traffic, almost no demo requests
A B2B software company selling to operations teams. The blog gets read. The people reading it aren’t the ones who buy.
B2B software (SaaS)
The challenge
Organic search brings in visitors, but nearly none of them ask for a demo. The articles target broad, educational searches. The pages that match buying searches (comparisons, use cases, integrations, pricing) are thin or missing.
How we’d approach it
- 01Interview sales about the ideal customer, then build a keyword map around what those buyers search when they’re comparing tools.
- 02Rebuild the pages closest to a purchase: use cases by team, integrations, “alternative to” comparisons, pricing.
- 03Link from the popular articles to those pages, so existing traffic has somewhere useful to go.
- 04Start a digital PR program built on the company’s own product data, pitched to trade publications its buyers read.
Deliverables
- · Customer-led keyword map
- · Content briefs for each priority page
- · Page templates for use cases, integrations and comparisons
- · Outreach pipeline and first PR asset
What we’d measure
- · Demo requests that started with an organic visit
- · How many priority buying terms the site has a relevant ranking page for
- · Mentions and citations in AI answers for comparison prompts
Demo requests from organic are the number that matters here. Traffic alone is what got this company into trouble.
Services involved
On-page & content SEO · Content marketing & copywriting · Link building & digital PR · AI search visibility