Case Study: Boosting B2B Manufacturing Leads – 131% YoY Increase
Overview
A niche B2B manufacturing company needed to significantly increase the number of qualified national leads for a specialty industrial product. Despite good technical expertise and product-market fit, their web presence was underperforming, and organic search visibility was slipping.
Challenge
Generate qualified leads at a national scale for a niche B2B manufacturing product. The company’s organic traffic had plateaued, older blog content was becoming stale, and on-site conversion was under-optimized. Paid campaigns were cost-prohibitive, so SEO and CRO became primary levers for growth.
What We Did (Practical Approach)
CRO Testing & Optimization:
- A/B tested CTA placement and form design.
- Added certifications, reviews, and trust elements.
- Streamlined navigation paths to reduce drop-offs.
SEO Content Pruning:
- Audited and removed underperforming content.
- Redirected outdated URLs and consolidated pages.
SEO Content Refreshes:
- Updated target pages with new keyword research.
- Improved on-page SEO and content structure.
- Added technical specs, visuals, and industry data.
Tools & Technology Used
- Google Analytics – Traffic analysis & conversion tracking
- Google Search Console – SEO performance insights
- Hotjar – Heatmaps and user recordings
- SEMrush – Keyword research and audits
- Google Optimize – A/B testing
- Screaming Frog – Technical SEO crawl
- Slack / ClickUp – Project coordination
Timeline
| Phase | Activities | Duration |
|---|---|---|
| Audit | SEO & UX audit, keyword gap analysis | Week 1 |
| Strategy | Content plan, test setup, redirect mapping | Week 2–3 |
| Execution | Page updates, CRO implementation | Week 4–6 |
| Testing | A/B tests and content refreshes | Week 7–10 |
| Analysis | Reporting and data validation | Week 11 |
Total Duration: ~11 Weeks
Team Support
- SEO Strategist – Led audit and content planning
- CRO Specialist – Designed A/B tests and UX flow
- Content Writer – Updated and optimized content
- Developer – Handled redirects and code tweaks
- Project Manager – Ensured deadlines and coordination
Challenges We Faced
- Legacy content was cannibalizing SEO performance.
- High bounce rate on product and technical pages.
- Resistance from internal stakeholders to remove old pages.
- Conversion tracking was previously incomplete.
Results & Outcome
- ✅ 131% Increase in SEO leads YoY
- ✅ 48% Growth in organic traffic to refreshed pages
- ✅ 2.1x Conversion Rate on optimized landing pages
- ✅ 30% Decrease in bounce rate on key pages
- ✅ Higher Lead Quality due to better content-target match