From Zero Organic Leads to 10 Per Month in 8 Months
A professional services firm with a 6-page brochure website and zero organic presence. We built 39 targeted pages around problem-aware keywords and generated 10 leads/month within 8 months — with an average deal value 10.4x higher than paid leads.
Qualified Leads (from zero)
Page-1 Rankings
Avg Deal Value (vs £5.5K paid)
Cost Per Lead (vs £247 paid)
The Challenge
What We Were Dealing With
This consulting firm had built a successful practice through referrals, but had effectively ignored digital channels. Five pages describing services, a team page, and a contact form. No blog. No content. No organic pipeline. Cost per lead from Google Ads was £180-220.
The consulting market presented a specific challenge: buyers are information-hungry and compare multiple advisors. Competitors owned the conversation space with published thought leadership and case studies. Prospects searching for frameworks and methodologies never found this firm.
Our Strategy
How We Did It
Problem-Aware Keyword Research
We identified 40+ problem-aware keywords like 'signs your organisation needs change management' with 800-3,000 monthly searches but virtually zero competition from professional services firms.
Solution-Comparison Content
8 content pieces comparing change management approaches (Kotter vs. Lewin, internal vs. external advisors), positioning the firm's methodology while driving search rankings.
Vertical-Specific Use Cases
12 vertical-specific guides (transformation in financial services, healthcare, manufacturing) with less competition and higher relevance than generic content.
E-E-A-T & Author Strategy
Three principals became named content authors with full biographies, headshots, and credentials. This dramatically improved rankings for YMYL-adjacent queries.
Topical Authority & Internal Linking
30 new pages organised into 4 topical clusters with 800+ internal links, signalling authority to search engines and improving rankings across all pages.
The Results
What We Delivered
Within 8 months: 10 qualified leads per month from zero. 29 page-1 rankings. Organic traffic grew from zero to 5,200+ monthly visits. Average deal value from organic: £45.5K (vs £5,460 from paid ads). Cost per acquisition dropped from £247 to £29. Organic became the firm's highest-ROI acquisition channel.
Qualified Leads (from zero)
Page-1 Rankings
Avg Deal Value (vs £5.5K paid)
Cost Per Lead (vs £247 paid)
Key Takeaways
Lessons From This Engagement
Target problem-aware keywords first
Professional services buyers research problems months before searching for solutions. Reaching them early builds trust and converts at higher deal values.
Named authors accelerate E-E-A-T
Displaying principals as named authors with credentials improved both search rankings and buyer confidence before first conversation.
Vertical specialisation beats generalisation
Industry-specific content faced a fraction of the competition while delivering higher relevance to target buyers.
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