From Page 5 of Google to Page 1 in 6 Months
How a B2B software company stopped depending on paid ads and started winning customers from search instead.
+320%
Growth in visits from unpaid search
−60%
Average cost to win each customer
+89%
Trial users who became paying customers
247%
Return on what they spent on ads
Industry
B2B SaaS
Project management platform
Stage
Growth Stage
Series A, 50+ employees
Duration
6 Months
Ongoing partnership
The Challenge
Buyers Could Not Find Them
For the searches that bring in paying customers, they sat on page 5 of Google while competitors filled page 1. Nobody searched for them by name except existing customers.
Growth That Cost Too Much
They depended on paid ads, which pushed the cost of winning each customer to $340. Every new customer felt like a battle, not a system.
People Quit Before Signing Up
The trial signup was complicated and the product was not explained clearly, so 63% of interested visitors left before converting.
A Blog That Did Not Sell
They had a blog, but it was not written around what buyers search for or what the product does. The traffic it brought did not turn into customers.
"We were burning cash on ads with no sign it would ever pay for itself. TaqHaus built us growth that keeps building on itself."
— Head of Growth, SaaS Startup
What We Did
Three things: fix the site itself, write content that buyers actually search for, and make signing up easier.
Fixing the Site Itself
- Made pages load faster (from 1.8s down to 0.6s)
- Added the code that helps Google understand and display the product and its reviews
- Improved the mobile experience and fixed the speed measures Google ranks by
- Cleaned up page addresses so Google does not see duplicate pages
Writing Content That Sells
- Pages comparing the product to every major competitor
- Articles written around the specific jobs customers use the product for
- Step-by-step tutorials and guides for connecting the product to other tools
- Groups of related articles, all linking to the product pages
Turning Visitors into Customers
- Cut the trial signup from 5 steps to 2
- Tested pricing page versions with customer reviews and logos added
- Showed an offer to visitors about to leave the page
- A series of emails for trial users to help them get value and upgrade
What We Did, and When
Checking the Site
Weeks 1-2
- •Checked the site for problems that hold it back on Google and found 47 serious ones
- •Compared them to competitors and found 12 groups of search terms nobody was covering
- •Traced where buyers gave up and found 63% quit at the trial signup
Quick Fixes
Weeks 3-6
- •Fixed the technical problems (slow pages, missing code Google reads, poor mobile experience)
- •Launched 8 pages comparing the product to competitors, aimed at people ready to buy
- •Cut the trial signup from 5 steps to 2
Publishing Steadily
Weeks 7-16
- •Published 24 articles that show the product solving the problems people search for
- •Built groups of related articles around 4 main uses of the product, so Google sees them as the expert
- •Linked the articles together so readers and Google can find everything
Growing and Improving
Months 5-6
- •Started paid search ads aimed at people ready to buy
- •Tested different versions of the pricing page (17% more people converted)
- •Expanded the writing to 6 more groups of search terms
The Results
First 75 Days
+87%
More visits from unpaid search in the first 75 days
14
Search terms moved to page 1 of Google
−18%
Fewer people quitting the trial signup
+34%
More trial users becoming paying customers
6-Month Impact
+320%
Total growth in visits from unpaid search
−60%
Lower average cost to win each customer
32
Page 1 rankings for searches people make when ready to buy
$1.2M+
Revenue that unpaid search played a part in
What Made This Work
We Picked Battles Worth Winning
We went after the searches buyers make when ready to spend, in spots where competitors were weak. Every article was chosen for its chance of bringing in revenue.
We Fixed the Site Before Writing
We repaired the underlying problems first. A fast, well-built site converted 2x better than the broken one it replaced.
Every Page Had a Job
Every page had a clear next step and a path to the trial. The writing was not just there to bring visitors. It was built to turn readers into customers.
We Kept Testing
Monthly tests on the pricing pages, trial signup, and emails. Small wins added up to big improvements in how many visitors became customers.
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