Enviirosol

The challenge

A technically capable business that was effectively invisible in search: thin service pages, no topical depth, and a site structure that buried its best content.

Low absolute search volume meant volume-led keyword strategy would have produced traffic without pipeline.

No lead-quality feedback loop, so marketing could not tell a procurement enquiry from a student research request.

Rebuild the foundation

Crawl and indexation issues were cleared, templates rebuilt for speed and semantics, and the site restructured so service and solution pages sat one click from the homepage.

Target buying committees, not keywords

Clusters were built around the questions each member of a buying committee asks: compliance detail for technical evaluators, cost and payback for finance, and procurement-stage comparison content for the shortlist.

Close the loop on lead quality

Enquiry forms were instrumented and outcomes fed back from the CRM, so content decisions were made on qualified pipeline rather than session counts.

The outcome

• Qualified enquiries increased sixfold against the pre-engagement baseline.
• Organic traffic grew 340% across twelve months, concentrated in commercial-intent pages.
• Organic search became the largest source of new pipeline for the business.

Services used