0 to $500K in Revenue from Organic Search in 6 Months

There were two core issues in the company’s marketing foundation.

Organic search was one of the primary drivers of website traffic, but like many fast-growing companies, its SEO strategy had yet to scale with their business.

Adding complexity, the company had a clunky process for feeding organic traffic into its sales pipeline and no retargeting strategy for capturing visitors who didn’t convert on their first visit.

This combination of issues meant they were missing out on many potential opportunities.

The company’s website failed to turn visitors into new opportunities. As the company’s Head of Marketing explained, “We didn’t have any kind of formal process in place for converting website traffic into marketing-qualified leads.”

Overall, the company had a serious scaling problem, and if it wanted to keep its position as a market leader, the marketing team had to act fast.

That’s when they reached out to Opascope for help.

The company’s sales-driven leadership was initially skeptical of investing in traditional marketing. In the past, advertising had been expensive, delivering underwhelming (and difficult to attribute) results. To overcome their doubts, Opascope needed to provide hard evidence. This meant running a lot of tests with proper attribution infrastructure in place.

But the company also lacked adequate tools for tracking website-driven opportunities over a longer period of time. To address this, Opascope implemented proprietary tracking methods to follow leads throughout the pipeline. For the first time, leadership had full transparency in the process, allowing them to understand the value of their investment in online marketing fully.

With proper attribution, measurement, and reporting in place, Opascope could work on lead generation and funnel optimization with complete confidence that the results would speak for themselves.

“Opascope did something no other firm was willing to do, which was to get everyone on board,”  Stafford explained. “They helped us navigate the internal organization and got buy-in from all the stakeholders.”

Even though certain pages on the company’s website were ranked highly on many relevant search terms, it was failing to rank at all on many others. More importantly, the keywords it was ranking for tended to be broader terms, bringing lots of traffic to the site that wasn’t in the company’s target market.

After extensively researching the company’s customers, Opascope identified dozens of new key terms that potential customers were already searching for — phrases that showed higher purchase intent.

After making sure the website was free from technical errors and as readable as possible by Google, the team worked on renovating the sitemap and writing new content to speak to some of these key phrases.

From there, Opascope worked closely with the company’s marketing team to craft quality content around SEO-focused keywords. The result was a 45% increase in organic traffic. Many of these new pages generated thousands of visitors a month, of which 95% were net new.

Opascope also created new retargeting campaigns to remind these newly generated organic visitors to take the next step and speak to sales.

The company’s website had vital design elements but was converting poorly. Opascope worked with the marketing team to make several small-but-important changes that resulted in substantially higher conversion rates.

“The team at Opascope was not afraid to tell us when something wasn’t working. If we were heading down the wrong path, they would encourage us to switch gears and try something else,” Stafford explained. “Opascope gave us extremely structured advice that we could build on, helping us to optimize everything we do.”

By combining SEO and CRO, Opascope built a strong marketing foundation that could scale. Over a year, organic content generated $500,000 in net revenue, with projections to triple over the next three years.

Even the company’s upper management — well-known for their skepticism of online marketing — was more than a little impressed.

“The numbers are what speaks to them,” Stafford explained.  “The initial response from the CEO has been positive, and we’ve heard positive things from everyone else down the line. Are they impressed? Let’s put it this way: They liked those results enough to include them in the next board meeting.”