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.
Website Overhaul & Editorial SEO Turnaround Case Study
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 |
Business Objectives & KPIs
We defined success in revenue‑adjacent terms and built measurement that rolls up cleanly from page‑level performance to executive reporting. The goals balanced speed, quality, and operational practicality.
- Objective 1: Accelerate organic discovery and reduce time to first qualified lead.
- Objective 2: Establish a weekly, interview‑driven publishing cadence without adding headcount.
- Objective 3: Improve conversion architecture so traffic gains translate into pipeline.
- Objective 4: Maintain compliance and brand integrity across pages and posts.
Approach: Website & Editorial‑SEO Growth Plan
We paired foundation fixes with an enablement‑first content engine. The plan emphasized fast wins, scalable patterns, and governance so quality didn’t slip as velocity increased.
- Technical & UX Audit: Diagnose crawl issues, indexation drift, Core Web Vitals, and conversion leaks across key templates.
- Messaging & IA Refresh: Clarify value props, restructure navigation, and align page hierarchy to search intent and sales conversations.
- Interview‑Driven Editorial Engine: Stand up an SME interview pipeline; convert transcripts into weekly blog posts and resource pages.
- On‑Page & Internal Linking: Intent‑led headings, FAQs, and systematic links from posts → services to guide discovery and next steps.
- Performance & Schema: Harden templates, compress media, and apply Organization/Article/FAQ/Breadcrumb structured data.
- Measurement & QA: Event taxonomy for leads, dashboards by intent and page type, and publishing checklists to protect quality.
Program Components Strategies
- Technical SEO: Robots/sitemap governance, canonical hygiene, CWV improvements, and crawl budget controls.
- Editorial Engine: Weekly SME interviews, editorial briefs, and a light approvals workflow to sustain cadence.
- On‑Page Optimization: Search‑intent headlines, scannable structure, and embedded proof (case snippets, testimonials).
- Internal Linking System: Pillar → cluster → service linking to pass equity and improve path‑to‑conversion.
- UX & CRO: Clear CTAs, simplified forms, trust badges, and objection‑handling content modules.
- Analytics & Attribution: Event‑level tracking for calls/forms, UTM standards, and lead quality labeling.
Outcomes & Proof
The program delivered a durable uplift in visibility and pipeline quality, with signal arriving fast. Results are summarized below using indexed values where applicable.
| Metric | Change |
|---|---|
| Organic Traffic | +138% |
| Time to First High‑Quality Leads | Near‑immediate |
| Content Cadence | Operationalized |
- Evidence: GA4 and Search Console confirm the traffic lift; CRM and call/form reviews validate lead quality.
- Sustainability: Interview pipelines and templates ensure momentum persists without heavy lift from leadership.
Inside the Playbook (How We Operationalized It)
We instituted short, accountable sprints with clear owners and tight feedback loops. Documentation and enablement kept the team self‑sufficient while quality gates protected the brand.
- Audit & Strategy: Crawl diagnostics, IA blueprint, keyword/opportunity mapping, and conversion heuristics review.
- Build & Enable: Template hardening, schema rollout, interview calendar, and editorial brief templates.
- Publish & Stabilize: Weekly posts from leadership interviews; monitor indexation, rankings, and engagement.
- Optimize & Scale: Expand clusters, tighten internal links, and iterate CRO based on lead quality signals.
- Core Artifacts: IA map, schema library, interview guide, editorial checklist, and dashboard pack.
- Cadence: Weekly stand‑ups, monthly KPI reviews, quarterly roadmap resets.
- Quality Gates: Brand/compliance review, accessibility checks, and automated audits for indexation and CWV drift.
Why This Worked
- Expertise to Content: Turning leadership conversations into weekly, intent‑aligned posts created consistent demand.
- Technical Foundation: Clean crawl paths and structured data amplified every new asset.
- Conversion Alignment: Updated IA and CRO ensured visibility translated into qualified pipeline.
- Operational Discipline: Clear roles, SOPs, and dashboards kept execution predictable and scalable.
- Stakeholder Enablement: Plain‑language guidance reduced friction and accelerated decision‑making.
Bottom line: a fast, defensible turnaround—significant organic growth, immediate lead quality improvements, and an editorial engine the team can sustain without extra headcount.