Project overview
Our client sells procurement software to mid-sized UK companies. Blog traffic was healthy, but most visitors were students and job seekers, not buyers.
They asked us to attract buyers and turn more of them into qualified demos.
Traffic without pipeline
Three problems limited results:
The wrong visitors
Top-of-funnel posts ranked well but attracted people who would never buy.
No comparison pages
Buyers comparing tools found competitors' pages instead.
A demo page that didn't convert
A long form and vague messaging put serious buyers off.
What success looked like
- Attract buyersresearching procurement software.
- Lift demo page conversionby 40% or more.
- Double qualified pipelinefrom organic search.
Our approach, step by step
- 1
Buyer keyword research Month 1
Mapped comparison, alternative and use-case searches buyers make before booking a demo.
- 2
Comparison content Months 2–6
Published honest comparison and alternative pages, plus industry use-case pages.
- 3
Demo page testing Months 3–7
Tested shorter forms, clearer value propositions and customer logos, one change at a time.
- 4
Pipeline tracking Ongoing
Connected analytics to the CRM so SEO was measured by pipeline, not just traffic.
Before and after: key rankings
Google positions for buyer searches, month 0 vs month 9.
| Keyword | Before | After | Change |
|---|---|---|---|
| procurement software uk | 26 | 4 | ▲ 22 |
| purchase order software | 18 | 3 | ▲ 15 |
| [competitor] vs [competitor] | NR | 1 | ▲ new |
| spend management tool | 33 | 7 | ▲ 26 |
The results
Qualified pipeline from organic search grew month on month as comparison pages ranked and the demo page improved.
“Fewer visitors, far better ones. Organic search is now our most reliable source of qualified demos.”