Case Study: Honing Content to Reach High-Intent Customers

Case Study: Honing Content to Reach High-Intent Customers

Client Overview

Our client, a leading IT service provider to healthcare institutions and real estate leaders like CBRE, had a strong foundation in search engine performance but struggled to attract the right clients. While their website ranked well, it wasn’t drawing in leads that were a great fit for their specialized services. 

Previously, they had worked with another agency to focus on local SEO, but they needed a broader strategy to connect with high-intent audiences beyond their immediate geographical reach.

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The Challenge

Despite solid search rankings, our client faced a critical issue: their online presence wasn’t translating into quality leads. The company needed to refine its website content and SEO approach to:

• Increase engagement from the right audience
• Improve conversion rates with high-intent users
• Ensure their messaging resonates with target industries like health care, real estate, and others.

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Certainly’s Approach

Certainly stepped in to overhaul their content strategy and SEO approach. Our comprehensive plan included:

1. Deep Content Refinement – We reworked their messaging across the entire site, with a specific focus on their service section, which spanned over 25 pages.
2. Industry-Focused Content – Our team conducted extensive research to align the content with the needs and expectations of ideal clients seeking IT services, ensuring industry-specific relevance.
3. SEO Overhaul – By integrating targeted keywords and refining the site’s structure, we optimized their content for high-intent search queries while ensuring we didn’t lose ground with local performance.
4. Content Expansion – We identified content gaps and proposed new pages to address potential customer concerns, making the site a more comprehensive resource.
5. Seamless CRM Integration – We streamlined lead capture by mapping their CRM platform to easy-to-enter forms on their service pages, improving the user experience and elevating lead conversion.

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The Results

Our strategic efforts delivered significant improvements:

• Stronger Search Performance – Average monthly visitors increased by an average of 14%, month over month.
• Higher-Quality Traffic – The refined SEO strategy attracted more monthly visitors from their key demographics, including those interested in AI readiness, network services, and cybersecurity.
• Increased Engagement – Visitors spent nearly 15% more time engaging on the site with key service pages.
• Improved Lead Conversion – With clearer messaging and optimized forms, they saw an uptick in meaningful inquiries from potential clients ready to take action within weeks of content being deployed.

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Conclusion

Through strategic content and SEO enhancements, Certainly helped transform its client’s website into a powerful search-driven, lead-generation tool. By ensuring the client’s site attracted high-intent users from industries like health care, real estate, and others, they’re seeing stronger search performance, more relevant traffic, and an improved conversion rate.

Facing a similar challenge? Let’s talk about how Certainly can help you reach the right audience and maximize your online potential.