Website Overhaul & Editorial SEO Turnaround Case Study
After years of underperforming website and SEO efforts, we transformed the client’s online presence within months. Organic traffic increased 138%, and high‑quality leads began arriving almost immediately.
Within just a few short months of working with Bill, he was able to transform our online presence and increased our organic traffic by 138%.
After many failed website / SEO projects over the years, I was determined to find someone who could actually deliver and bring us the traffic we needed. Bill is that person, and within just a few short months of working with him, he was able to transform our online presence. We started seeing high-quality leads a few weeks after our new site launched, translating into more meetings and new clients.
Bill provided us with a wonderful copywriter, Evan, who meets with one of our leadership team for a 30-minute interview, resulting in a powerful article being added to our blog each week. Bill is attentive to our needs; we communicate every week. He is a trusted member of our team and very invested in our success. Now we are scrambling to keep up with the growth, which is exactly the problem I was hoping for!
Christine Romney
CEO, Larsen Billing
Client Snapshot
Larsen Billing operates in a compliance‑sensitive B2B services category where trust, clarity, and speed to value determine pipeline quality. The team needed a dependable web foundation, an SEO program that could show signal quickly, and a content operation that wouldn’t overload leadership bandwidth. Our remit was simple: stabilize the site, light up organic discovery, and convert expertise into consistent demand.
| Attribute | Details |
|---|---|
| Organization | Larsen Billing |
| Category | B2B professional services (compliance‑sensitive) |
| Operating Model | Lean marketing team; subject‑matter experts embedded in leadership |
| Primary Channels | Organic search, referral, and direct inbound from thought leadership |
| Starting Point | Legacy site friction, inconsistent content cadence, shallow keyword coverage |
| Key Constraints | Regulatory/brand compliance, limited SME time, need for fast time‑to‑signal |
| Data Stack | GA4, Google Search Console, event‑based lead tracking, call/form attribution |
| Engagement Goal | Create a durable, interview‑driven SEO engine and a conversion‑ready site |
The Challenge
When Larsen Billing, led by CEO Christine Romney, approached our team at Emulent, we encountered a frustrated organization that had experienced years of underperforming website and SEO efforts from previous providers. They operated in a compliance-sensitive B2B services category where trust, clarity, and speed to value determined pipeline quality, making their digital presence absolutely critical for business success.
The challenge was particularly acute because they had suffered through multiple failed website and SEO projects over the years, creating skepticism about digital marketing investments and urgency for proven results. They needed a dependable web foundation, an SEO program that could show measurable signal quickly, and a content operation that wouldn’t overload their leadership bandwidth.
Our analysis revealed legacy site friction that created barriers to conversion, inconsistent content cadence that limited their thought leadership potential, and shallow keyword coverage that prevented them from capturing relevant search demand in their market.
The organization operated with a lean marketing team and embedded subject-matter experts in leadership positions, making efficient use of executive time crucial for any content strategy. They faced regulatory and brand compliance requirements, limited SME availability, and needed fast time-to-signal to justify continued investment after previous disappointments.
Our Strategic Partnership
Our remit was elegantly simple but challenging to execute: stabilize their site, light up organic discovery, and convert their deep expertise into consistent demand generation. We needed to prove our value quickly while building sustainable systems that could operate efficiently within their resource constraints.
We defined success in revenue-adjacent terms and built measurement that rolled up cleanly from page-level performance to executive reporting. Our goals balanced speed, quality, and operational practicality to deliver the fast wins they needed while building for long-term success.
The partnership aimed to accelerate organic discovery and reduce time to first qualified lead, establish a weekly interview-driven publishing cadence without adding headcount, improve conversion architecture so traffic gains translated into pipeline, and maintain compliance and brand integrity across all pages and posts.
Working directly with CEO Christine Romney, we structured our approach to maximize the value of leadership time while systematically converting their expertise into content assets that would drive business results.
The Solution We Developed
We paired foundation fixes with an enablement-first content engine that emphasized fast wins, scalable patterns, and governance systems that maintained quality as velocity increased. Our approach was designed to deliver immediate results while building sustainable competitive advantages.
Our technical and UX audit diagnosed crawl issues, indexation drift, Core Web Vitals problems, and conversion leaks across key templates. This comprehensive analysis identified the highest-impact improvements that would support both search performance and user experience.
Messaging and information architecture refresh clarified value propositions, restructured navigation, and aligned page hierarchy to search intent and sales conversations. This user-centric approach improved both search performance and conversion rates simultaneously.
Perhaps most innovatively, we established an interview-driven editorial engine that converted executive expertise into scalable content assets. We set up an SME interview pipeline that could convert leadership insights into weekly blog posts and resource pages without overwhelming their operational capacity.
On-page and internal linking improvements included intent-led headings, FAQ modules, and systematic links from posts to services that guided discovery and next steps throughout the buyer journey.
Performance and schema optimization hardened templates, compressed media, and applied Organization, Article, FAQ, and Breadcrumb structured data that improved both speed and search engine understanding.
The Implementation Strategy
Our program components addressed every aspect of their digital ecosystem through coordinated, efficiency-focused strategies. Technical SEO improvements included robots and sitemap governance, canonical hygiene, Core Web Vitals enhancements, and crawl budget controls that created a stable foundation.
The editorial engine we developed included weekly SME interviews, editorial briefs, and a light approvals workflow that sustained publishing cadence without creating bottlenecks. This systematic approach converted leadership expertise into valuable content assets efficiently.
On-page optimization included search-intent headlines, scannable structure, and embedded proof elements like case snippets and testimonials that built credibility and addressed buyer concerns directly on the page.
Internal linking systems created pillar-to-cluster-to-service linking patterns that passed equity while improving path-to-conversion for website visitors. UX and CRO improvements included clear calls-to-action, simplified forms, trust badges, and objection-handling content modules.
Analytics and attribution enhancements provided event-level tracking for calls and forms, UTM standards, and lead quality labeling that enabled data-driven optimization decisions.
The Results We Achieved
Our program delivered a durable uplift in visibility and pipeline quality with signal arriving quickly—exactly what they needed after years of disappointing results from previous providers. The transformation was dramatic: organic traffic increased 138%, high-quality leads began arriving almost immediately, and we successfully operationalized their content cadence.
The 138% increase in organic traffic represented qualified prospects actively searching for their services, while the near-immediate arrival of high-quality leads validated our conversion optimization and targeting strategy.
Perhaps most importantly, we established a sustainable editorial operation that converted executive expertise into consistent content assets without overwhelming their team. The weekly interview process with leadership created valuable content while respecting their time constraints.
Long-Term Impact and Client Experience
GA4 and Search Console data confirmed our traffic lift while CRM and call/form reviews validated lead quality improvements with concrete evidence of business impact. Our interview pipelines and templates ensured momentum would persist without requiring heavy lift from leadership.
The systematic approach we established created compounding value over time, with each piece of content building upon previous work to establish stronger thought leadership and search authority in their market.
CEO Christine Romney’s feedback captured both the quantitative results and the transformational nature of our partnership: “After many failed website / SEO projects over the years, I was determined to find someone who could actually deliver and bring us the traffic we needed. Bill is that person, and within just a few short months of working with him, he was able to transform our online presence.”
Her testimonial highlighted the comprehensive value we delivered: “We started seeing high-quality leads a few weeks after our new site launched, translating into more meetings and new clients. Bill provided us with a wonderful copywriter, Evan, who meets with one of our leadership team for a 30-minute interview, resulting in a powerful article being added to our blog each week.”
Perhaps most tellingly, she emphasized the partnership approach and business impact: “Bill is attentive to our needs; we communicate every week. He is a trusted member of our team and very invested in our success. Now we are scrambling to keep up with the growth, which is exactly the problem I was hoping for!”
This final comment perfectly encapsulated the transformation we achieved—converting years of digital marketing frustration into sustainable growth that created positive operational challenges rather than continued disappointment.