We served as an embedded SEO partner from day one, steering critical redesign decisions and translating every tactic into plain language for stakeholders. One month after launch, website traffic rose 7% and demo requests surged 50%.
Redesign Advisory & SEO Partnership Case Study
A month post-launch, we increased traffic by 7% and demo requests by 50%.
We realized we needed to search for a true SEO partner who could help us through the entire redesign process and give us deeper insights into SEO management. We evaluated a few firms, but none were as knowledgeable and flexible as their team.
My coworkers and I worked with Bill from the beginning of our website redesign and relaunched to develop a customized plan. None of us were SEO experts, and without Bill’s detailed help and suggestions, we would never have been able to achieve the success we are having with our new site.
Senior Product Manager
LLamasoft, Inc.
Client Snapshot
The client is an enterprise SaaS organization with a complex buying committee and long evaluation cycles. Success required preserving pre‑launch equity, improving conversion architecture, and aligning content pathways to product evaluation workflows. Multiple teams had a stake in the redesign, so decisions needed to be high‑signal and low‑drama.
| Attribute | Details |
|---|---|
| Organization | LLamasoft (now Coupa Software) |
| Model | Enterprise B2B SaaS with multi‑stakeholder approvals |
| Primary Channels | Organic search, product pages, resource center, and demo funnel |
| Starting Point | Legacy IA, inconsistent internal linking, and unclear demo pathways |
| Key Constraints | Brand governance, tight timeline, and minimal tolerance for ranking volatility |
| Data Stack | GA4, Google Search Console, CRM‑aligned event tracking, and UTM standards |
| Engagement Goal | Risk‑managed redesign with measurable lift in demos and discoverability |
Business Objectives & KPIs
We anchored the plan to outcomes that matter: demand capture, decision clarity, and operational ease. KPIs rolled up cleanly from page‑level behavior to executive reporting so impact was obvious within the first 30 days.
- Objective 1: Execute a low‑risk redesign that preserves equity and improves conversion pathways.
- Objective 2: Increase qualified demo requests by aligning IA, CTAs, and content to evaluation stages.
- Objective 3: Lift organic sessions without expanding headcount or tool sprawl.
- Objective 4: Enable internal teams with plain‑language documentation and repeatable workflows.
Approach: Redesign & Demand‑Capture Growth Plan
We paired risk management with conversion‑first design and clear enablement. The roadmap prioritized the highest‑leverage changes, then scaled repeatable patterns across templates and journeys.
- Audit & Risk Map: Crawl diagnostics, equity mapping, and redirect inventory to prevent losses at cutover.
- Information Architecture: Rebuilt navigation and taxonomy around buyer intent and product evaluation paths.
- Conversion Architecture: Simplified demo flow, clarified CTAs, and embedded proof near decision points.
- Technical SEO: Canonical and parameter hygiene, schema rollout, robots/sitemap governance, and CWV hardening.
- Internal Linking System: Systematic links from resources and blogs into product pages and demo paths.
- Enablement & Docs: Plain‑language playbooks so product, content, and dev could move fast without ambiguity.
Program Components Strategies
- Technical SEO & Performance: Stable crawl/indexation, structured data (Organization, Product, FAQ, Breadcrumb), and page‑speed wins.
- UX & CRO: Friction‑free demo request UX, sticky CTAs, credibility blocks, and form simplification.
- Content & IA: Role‑based navigation and resource mapping to evaluation questions and objections.
- Internal Linking: Pillar → product → demo pathways to guide exploration and pass equity.
- Analytics & Attribution: Event taxonomy, UTM conventions, and dashboards that tie changes to demo outcomes.
- Change Management: Pre‑flight checklists, go/no‑go gates, rollback paths, and post‑launch regression monitoring.
Outcomes & Proof
The redesign launched cleanly and produced measurable gains within the first month. Results below reflect the client’s reported lifts and our post‑launch instrumentation.
| Metric | Change |
|---|---|
| Website Traffic | +7% |
| Demo Requests | +50% |
- Evidence: GA4 and Search Console confirm session lift; CRM and event tracking validate demo growth.
- Sustainability: Documentation, templates, and internal‑link playbooks keep improvements compounding.
Inside the Playbook (How We Operationalized It)
Short, accountable sprints kept the team aligned and the launch drama‑free. We emphasized clear ownership, fast feedback loops, and quality gates to protect brand and performance.
- Audit & Setup: Finalize IA, build redirect registry, configure tracking, and harden performance.
- Build & QA: Implement templates, schema, and demo flows; run pre‑launch test suites and accessibility checks.
- Launch & Stabilize: Execute redirects, monitor logs and rankings, and remediate anomalies quickly.
- Optimize & Scale: Strengthen internal links, refine CTAs, and expand content aligned to evaluation stages.
- Core Artifacts: IA blueprint, redirect map, schema library, demo‑flow checklist, and dashboard pack.
- Cadence: Weekly stand‑ups, monthly KPI reviews, and quarterly roadmap resets.
- Quality Gates: Brand/UX review, compliance checks, and automated audits for indexation and CWV drift.
Why This Worked
- Risk‑Managed Launch: Redirect precision and canonical hygiene preserved equity and avoided volatility.
- Intent‑Aligned IA: Navigation and content mirrored how buyers evaluate, raising discovery and demo propensity.
- Conversion Clarity: Streamlined forms and high‑visibility CTAs reduced friction at the moment of intent.
- Measurement Discipline: Event‑level tracking tied decisions to demo outcomes, not vanity metrics.
- Enablement: Plain‑language guidance demystified SEO, accelerating execution across teams.
Bottom line: a low‑drama redesign that delivered fast, defensible gains—more traffic, many more demos, and an operating model the team can run confidently.