Boosted Traffic and Conversions for a B2B SaaS Client
Client Profile
A US-based SaaS client approached us with a challenge - they were struggling to increase website traffic and conversions. Despite having less competition in their niche, their target audience was highly reluctant to move away from conventional filing methods. They had already attempted LinkedIn Ads and other traditional marketing techniques without much success.
Client Business Model
B2B SaaS – Providing software solutions for businesses in the tax filing space.
The Challenge
The primary challenge was the audience's reluctance to adopt digital filing methods, sticking with the conventional filing system. Despite trying traditional marketing methods like LinkedIn Ads, the client struggled to increase engagement or convert visitors into customers.
The Solution
To address the client’s challenges, we took the following approach:
- 1. Audience and Digital Asset Review:
We began by thoroughly understanding their business model and conducting an in-depth analysis of the target audience. We reviewed their existing digital assets like Google Search Console (GSC), Google Analytics (GA), and other performance metrics. The data showed that the website was receiving only 54 clicks per month.
- 2. Research and Strategy Development:
After extensive research into both the industry and competitors, we crafted a comprehensive plan focusing on SEO to educate the audience first, then move the audience to the bottom of the funnel gradually.
- 3. SEO Strategy Execution:
- We developed and executed a custom SEO strategy combined with a content calendar.
- Fixed technical issues on the website, ensuring good site health.
- Revamped the website with a CRO-focused design to enhance user experience and improve conversion rates.
- Launched multiple service pages dedicated to the most common tax types to address a variety of customer needs.
- 4. Content Strategy Across the Funnel:
- TOFU (Top of Funnel): Created 100+ informational blogs to establish the client as an authority in the federal excise tax filing niche.
- MOFU (Middle of Funnel): Developed content comparing the client’s product with traditional methods, educating the target audience on the benefits of switching.
- BOFU (Bottom of Funnel): Produced detailed how-to articles and e-guides, illustrating how easy the client’s process is compared to conventional filing methods.
Every piece of content is repurposed strategically into tweets, carousels, shorts, and beyond.
- 5. User Engagement and Conversion Optimization:
- Introduced a demo option and placed CTA buttons for demos across key pages to engage users.
- Encouraged the client to host webinars related to industry trends, driving additional traffic and building trust with their audience.
- Rearranged the website's menu structure to better align with the user’s journey, making navigation intuitive.
- Interlinked blogs with relevant service pages to guide users through the sales funnel seamlessly.
Tools Used
- SEMrush
– New keyword sourcing and position tracking - Google Search Console (GSC)
– Performance insights and discovery of new search queries - Google Analytics (GA)
– Visitor data including sessions, bounce rate, and average time on site - Microsoft Clarity
– User behavior analysis and heatmaps for UX insights - Other SEO Tools
– Applied additional industry-standard tools to extract insights and refine strategies
We didn’t rely on guesswork. Our SEO approach was entirely strategic, data-backed, and designed to deliver great results. The client site advanced dramatically, climbing from nowhere to the top spot
Results
The efforts led to significant improvements in both SEO performance and conversions:
- 1. Traffic Growth
- From 54 monthly clicks, the traffic surged to 2,150 clicks in a few months.
- In the second phase, traffic increased to 4,000 clicks.
- 2. Conversion Increase
- Multiple demo sign ups(client asked us to remove the Demo CTA at certain places as the responses were overwhelming).
- The conversion rate grew from 300 to over 1,100 in Phase 1.
- By Phase 2, conversions crossed 3,000.
| Metric | Before | After (Phase 1) | After (Phase 2) |
|---|---|---|---|
| Monthly Clicks | 54 | 2,150 | 4,000 |
| Conversions | 300 | 1,100 | 3,000+ |
Testimonial
“We didn’t expect such results during our peak season. Without SEO, this wouldn’t have been possible. Thanks to Arjun and team.”
— Founder of the SaaS company, during Phase I
“Convey my best regards to your team. You and your team did a wonderful job for the second consecutive year. Your support is greatly appreciated.”
— CEO of the SaaS company, during Phase II
Outcome
The client was extremely pleased with the results, as the significant increase in traffic and conversions validated the efforts. They were so satisfied with our scientific approach.