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.
| 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
Larsen Billing operated in a compliance-sensitive B2B professional services category where trust, clarity, and speed to value determine pipeline quality and business success. After years of underperforming website and SEO efforts, the organization faced multiple interconnected challenges that required both immediate improvement and sustainable long-term solutions.
Legacy Website Performance Issues: The existing website suffered from significant technical friction, poor user experience, and conversion barriers that prevented effective lead generation. Years of failed website and SEO projects had created skepticism about digital marketing investments and urgency for demonstrable results.
Inconsistent Content Strategy: The company lacked a systematic content creation process and struggled with shallow keyword coverage that failed to capture relevant search demand. Limited subject matter expert availability and inconsistent publishing schedules prevented the establishment of thought leadership positioning.
Organic Discovery Limitations: Poor SEO performance meant the company was missing opportunities to connect with potential clients during critical research phases. The combination of technical issues and content gaps prevented effective organic search visibility for high-value service queries.
Resource and Compliance Constraints: Operating with a lean marketing team and embedded subject matter experts in leadership roles, the organization needed solutions that wouldn’t overload internal bandwidth while maintaining strict regulatory and brand compliance requirements.
Business Objectives and Success Metrics
We established success metrics focused on revenue-adjacent outcomes with measurement systems that provided clear visibility from page-level performance to executive reporting. The strategic approach balanced speed, quality, and operational practicality.
Objective 1: Accelerate Organic Lead Generation – Dramatically reduce time to first qualified lead through improved organic discovery and conversion optimization across all digital touchpoints.
Objective 2: Establish Sustainable Content Operations – Create a weekly, interview-driven publishing cadence that could operate without additional headcount while leveraging existing subject matter expertise.
Objective 3: Conversion Architecture Enhancement – Improve website conversion systems to ensure organic traffic increases translate directly into qualified pipeline and business opportunities.
Objective 4: Compliance and Brand Integrity – Maintain strict regulatory compliance and brand consistency across all website pages and content while accelerating growth initiatives.
Strategic Approach and Implementation
We combined comprehensive website foundation improvements with an enablement-focused content engine designed for sustainability. The strategic roadmap emphasized rapid wins, scalable optimization patterns, and governance systems to maintain quality while increasing execution velocity.
The approach began with technical and user experience audits to diagnose crawl issues, indexation problems, Core Web Vitals performance, and conversion barriers across key website templates. Messaging and information architecture were refreshed to clarify value propositions, restructure navigation, and align page hierarchy with search intent and sales conversation patterns.
A systematic interview-driven editorial engine was established with subject matter expert interview pipelines that converted leadership conversations into weekly blog posts and resource pages. This approach maximized expertise utilization while minimizing time burden on busy executives and technical specialists.
On-page optimization included intent-focused headlines, structured FAQ sections, and systematic internal linking from blog posts to service pages to guide user discovery and next steps. Technical improvements covered template optimization, media compression, and comprehensive structured data implementation including Organization, Article, FAQ, and Breadcrumb schemas.
Measurement and quality assurance systems included event taxonomy for lead tracking, performance dashboards organized by user intent and page type, and publishing checklists to protect content quality and compliance standards throughout scaled execution.
Key Results and Performance Outcomes
The comprehensive website overhaul and editorial SEO program delivered rapid, sustainable improvements in organic visibility and lead quality that exceeded expectations for both speed and impact.
Organic Traffic Growth: +138% – Strategic optimization and consistent content publishing resulted in substantial increases in organic search traffic, expanding the company’s reach and establishing stronger market presence.
Lead Quality and Speed: High-quality leads began arriving within weeks of the new site launch, translating directly into qualified meetings and new client acquisition. The immediate impact validated the strategic approach and provided rapid return on investment.
Content Operations Success: The interview-driven editorial engine became fully operational, with weekly leadership interviews consistently producing powerful blog content that reinforced expertise positioning and search visibility without overwhelming internal resources.
Performance improvements were validated through GA4 analytics and Google Search Console data, with CRM and lead quality analysis confirming that traffic increases translated into qualified business opportunities and revenue growth.
Implementation Framework and Execution Process
Phase 1 – Audit and Strategy Development: Comprehensive crawl diagnostics, information architecture blueprint development, keyword opportunity mapping, and conversion optimization analysis to establish improvement priorities.
Phase 2 – Build and Enablement: Template optimization implementation, schema markup deployment, interview calendar establishment, and editorial brief template creation to enable sustainable content operations.
Phase 3 – Publish and Stabilize: Weekly content publishing from leadership interviews with continuous monitoring of indexation, search rankings, and user engagement metrics to ensure consistent performance.
Phase 4 – Optimize and Scale: Content cluster expansion, internal linking optimization, and conversion rate improvements based on lead quality signals and user behavior data for continued growth.
Critical Success Factors
Expertise-to-Content Transformation: Converting leadership conversations into weekly, intent-aligned blog posts created consistent demand generation while maximizing the value of existing subject matter expertise without additional resource requirements.
Technical Foundation Excellence: Clean crawl paths, optimized site performance, and comprehensive structured data implementation ensured that every new content asset achieved maximum search engine visibility and user engagement potential.
Conversion-Focused Design: Updated information architecture and conversion rate optimization ensured that increased organic visibility translated directly into qualified pipeline rather than just vanity metrics.
Operational Discipline and Sustainability: Clear roles, standard operating procedures, and performance dashboards maintained predictable execution and scalable operations without requiring constant external oversight or internal resource expansion.
Stakeholder Enablement and Communication: Plain-language guidance and weekly communication reduced organizational friction and accelerated decision-making processes, ensuring optimization initiatives remained aligned with business objectives.
The engagement successfully delivered a comprehensive turnaround that produced significant organic growth, immediate lead quality improvements, and sustainable editorial operations that continue to generate results without additional headcount or operational complexity.