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Our Work
MARKETING THAT SHINES
International SEO: Zero to 1,400 Organic Sessions in Three Months
0 to 1400 sessions
CRO: 25% Conversion Rate Improvement Without Rewriting a Single CTA
The Situation
Organic sessions had grown. Analytics numbers looked fine. But the conversion rate was not moving. The instinct was to start testing things: rewrite the CTA, try a new headline, change the button color. That instinct was wrong.
You cannot fix a problem you have not diagnosed. Hypothesis-first optimization tests your assumptions about what might be wrong. It does not show you what is actually wrong.
What I Diagnosed
I added Microsoft Clarity alongside Google Analytics. Analytics tells you where the funnel leaks. Clarity tells you why. Three patterns appeared once the heatmaps had enough data.
Users were clicking on things that did not do anything. Service category icons on the homepage looked like navigation links. They were not. Users hit a dead end at the exact moment of highest intent, then left. This never appeared in Analytics. A click on a non-linked element does not fire an event.
There were rage click clusters on several pages. Rapid repeated clicks on the same element mean a user is trying to make something work that is not working. The clusters pointed to slow-loading elements, touch targets too small on mobile, and form validation that was not working correctly.
The main calls to action were below where most users stopped reading. Heatmaps showed 60% of users reaching the page midpoint. CTA clicks were near zero. Most of the audience never scrolled far enough to see them. The obvious diagnosis would have been weak CTA copy. The actual problem was placement.
What I Did
I moved CTAs above the scroll threshold where engagement was dropping. Not to the very top of the page. To where buyers actually were when they finished reading.
I made dead-click elements functional. Service icons became navigation links to the relevant service pages. One line of change per icon. Visitors could now click through to the right page instead of hitting a wall.
I fixed the rage-click issues: slow elements, mobile touch targets, form validation errors. Each had a different fix. Clarity showed where to look. Session replays showed what was actually happening.
I shortened the inquiry form. I reviewed which fields the sales team actually used during qualification. Several fields felt important but were not. Fewer fields means fewer people abandon halfway through.
What Changed
Bounce rate dropped 30%. Average engagement time increased 41%. Conversion rate moved from 3.2% to 4.0%, a 25% relative improvement.
None of these changes came from testing a guess. They came from watching what users were trying to do and removing what was stopping them. The tool is free. The sequence is what matters: observe first, then fix.
Organic sessions had grown. Analytics numbers looked fine. But the conversion rate was not moving. The instinct was to start testing things: rewrite the CTA, try a new headline, change the button color. That instinct was wrong.
You cannot fix a problem you have not diagnosed. Hypothesis-first optimization tests your assumptions about what might be wrong. It does not show you what is actually wrong.
What I Diagnosed
I added Microsoft Clarity alongside Google Analytics. Analytics tells you where the funnel leaks. Clarity tells you why. Three patterns appeared once the heatmaps had enough data.
Users were clicking on things that did not do anything. Service category icons on the homepage looked like navigation links. They were not. Users hit a dead end at the exact moment of highest intent, then left. This never appeared in Analytics. A click on a non-linked element does not fire an event.
There were rage click clusters on several pages. Rapid repeated clicks on the same element mean a user is trying to make something work that is not working. The clusters pointed to slow-loading elements, touch targets too small on mobile, and form validation that was not working correctly.
The main calls to action were below where most users stopped reading. Heatmaps showed 60% of users reaching the page midpoint. CTA clicks were near zero. Most of the audience never scrolled far enough to see them. The obvious diagnosis would have been weak CTA copy. The actual problem was placement.
What I Did
I moved CTAs above the scroll threshold where engagement was dropping. Not to the very top of the page. To where buyers actually were when they finished reading.
I made dead-click elements functional. Service icons became navigation links to the relevant service pages. One line of change per icon. Visitors could now click through to the right page instead of hitting a wall.
I fixed the rage-click issues: slow elements, mobile touch targets, form validation errors. Each had a different fix. Clarity showed where to look. Session replays showed what was actually happening.
I shortened the inquiry form. I reviewed which fields the sales team actually used during qualification. Several fields felt important but were not. Fewer fields means fewer people abandon halfway through.
What Changed
Bounce rate dropped 30%. Average engagement time increased 41%. Conversion rate moved from 3.2% to 4.0%, a 25% relative improvement.
None of these changes came from testing a guess. They came from watching what users were trying to do and removing what was stopping them. The tool is free. The sequence is what matters: observe first, then fix.
B2B Content Restructure: From Traffic to Pipeline
The Situation
The client had content. It was getting traffic. Almost none of it was turning into pipeline. The instinct was to publish more. That was not the fix. The content had been built around keywords, not buyers. More content built on the same logic would produce more traffic that goes nowhere.
The underlying problem: one generic services page trying to speak to every buyer at once. It ranked for a few terms. It converted nobody.
What I Diagnosed
B2B deals involve multiple people. Each of them searches differently. Each of them needs different information.
For this client, operational buyers searched for capability and technical specs. Commercial buyers searched for compliance, cost, and vendor stability. The existing content did not distinguish between them. It addressed neither group with enough specificity to earn their trust.
There was also no content mapped to buyer journey stages. Top-of-funnel content existed but had no connection to mid-funnel or bottom-funnel pages. Buyers who found the site had no clear path forward. They came in and left. The site was not keeping them.
Schema markup was absent. Internal links were not built around buyer paths. Page speed was below the threshold where buyers stop returning.
What I Did
I mapped every buyer type involved in a typical deal. I documented what each of them searches at each stage. That became the content brief. Keywords, format, and word count all followed from that.
I rebuilt the content architecture around three distinct buyer segments. Each segment got its own content path. Operational content linked to operational service pages. Commercial content linked to compliance and cost pages. Each path ended at a relevant conversion point.
I added schema markup at the organization level and service level. This structured the site for AI-generated search results, not just traditional search.
I rebuilt internal links to mirror the actual buyer journey. Technical articles now connect to service pages. Service pages connect to case studies. Case studies connect to contact. The path a buyer would naturally take is now the path the site reflects.
I addressed page speed: render-blocking scripts, image compression, and CSS. Pages that load fast get revisited. Pages that do not get abandoned.
I matched conversion asks to buyer stages. Top-of-funnel pages ask for an email address in exchange for something useful. Mid-funnel pages offer demos. Bottom-funnel pages ask for a sales conversation. Nobody gets pushed to a contact form before they are ready.
What Changed
Organic traffic began converting into inquiries for the first time. The commercial team could trace which content categories were driving direct searches, a signal that content was building recognition in target markets. Pipeline influence became trackable.
The content did not change. The architecture around it did.
The client had content. It was getting traffic. Almost none of it was turning into pipeline. The instinct was to publish more. That was not the fix. The content had been built around keywords, not buyers. More content built on the same logic would produce more traffic that goes nowhere.
The underlying problem: one generic services page trying to speak to every buyer at once. It ranked for a few terms. It converted nobody.
What I Diagnosed
B2B deals involve multiple people. Each of them searches differently. Each of them needs different information.
For this client, operational buyers searched for capability and technical specs. Commercial buyers searched for compliance, cost, and vendor stability. The existing content did not distinguish between them. It addressed neither group with enough specificity to earn their trust.
There was also no content mapped to buyer journey stages. Top-of-funnel content existed but had no connection to mid-funnel or bottom-funnel pages. Buyers who found the site had no clear path forward. They came in and left. The site was not keeping them.
Schema markup was absent. Internal links were not built around buyer paths. Page speed was below the threshold where buyers stop returning.
What I Did
I mapped every buyer type involved in a typical deal. I documented what each of them searches at each stage. That became the content brief. Keywords, format, and word count all followed from that.
I rebuilt the content architecture around three distinct buyer segments. Each segment got its own content path. Operational content linked to operational service pages. Commercial content linked to compliance and cost pages. Each path ended at a relevant conversion point.
I added schema markup at the organization level and service level. This structured the site for AI-generated search results, not just traditional search.
I rebuilt internal links to mirror the actual buyer journey. Technical articles now connect to service pages. Service pages connect to case studies. Case studies connect to contact. The path a buyer would naturally take is now the path the site reflects.
I addressed page speed: render-blocking scripts, image compression, and CSS. Pages that load fast get revisited. Pages that do not get abandoned.
I matched conversion asks to buyer stages. Top-of-funnel pages ask for an email address in exchange for something useful. Mid-funnel pages offer demos. Bottom-funnel pages ask for a sales conversation. Nobody gets pushed to a contact form before they are ready.
What Changed
Organic traffic began converting into inquiries for the first time. The commercial team could trace which content categories were driving direct searches, a signal that content was building recognition in target markets. Pipeline influence became trackable.
The content did not change. The architecture around it did.
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