Project overview
Our client sells scheduling software to field service businesses. Their website explained features but not problems, and competitors dominated comparison searches.
They wanted to be found and cited when buyers research their category, in Google and in AI answers.
A strong product hidden behind feature lists
Three gaps stood out:
Feature-led pages
Pages listed features but didn't answer the questions buyers actually searched.
No comparison content
Competitors and review sites owned "best" and "vs" searches.
A slow demo journey
The demo form was long and buried in the navigation.
What success looked like
- Rank for category and comparison searchesin the UK.
- Appear in AI answersfor core category questions.
- Increase demo requestsby at least 50%.
Our approach, step by step
- 1
Website redesign Months 1–2
Rebuilt key pages around buyer problems, with use-case pages and a short, prominent demo form.
- 2
Answer-first content Months 2–6
Published comparison pages, buyer guides and clear answers to common category questions.
- 3
Entity and PR Months 3–8
Strengthened brand mentions through industry PR, review profiles and expert commentary.
- 4
Measure and refine Ongoing
Tracked rankings, AI citations and demo sources, and updated pages monthly.
Before and after: key rankings
Google positions for category searches, month 0 vs month 8.
| Keyword | Before | After | Change |
|---|---|---|---|
| field service software uk | 22 | 3 | ▲ 19 |
| job scheduling software | 37 | 6 | ▲ 31 |
| [competitor] alternative | NR | 2 | ▲ new |
| engineer scheduling app | 29 | 4 | ▲ 25 |
The results
Demo requests grew as new comparison and use-case pages started ranking.
“We now show up when buyers compare tools, including in AI answers, and our sales team feels the difference.”