Here's how we grew a B2B Legal SaaS company by SQLs by more than 3,200% in only a few months

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Solution

Our solution included:

Page creation

Competitor gap analysis

Organic growth opportunities

Technical SEO audit

Internal linking strategies

Topical authority building

Topic cluster building

Actionable content gaps

The first place we always go hunting for B2B opportunities when sales teams need SQLs is in the middle of the funnel type of queries. For example, "best software for X." In our case there were clear customer personas that the software matched up to, however, the team had zero share of voice inside those queries.

These types of queries are very resilient to AI overviews or ChatGPT use for research since they are usually heavily investigated by the personas that land on the pages. Those customers usually look at third-party review websites to validate customer feedback. And even look for thought leadership pieces before choosing to schedule a demo.

Using keyword research can be a great place to start, however, we also want to validate that against real customer interviews to see where the most loyal customers (with high retention) started their buying journey.

We conducted a variety of customer interviews to validate how they found the software on their own. And, voila, we found out that their buying journey matched our initial assessments and assumptions.

Use case pages: We created a number of persona use case pages that matched queries like "real estate case management software" and "litigation attorney case management software." Our research found that many of these law firms were looking for highly specialized software tools that matched their individual firms processes. Creating these landing pages led to immediate impressions and clicks.

Informational pages: Through our User research we uncovered that these attorneys didn't know which software was best for them. They're specialized in law and not software. As a result, they had to rely on other aspects of what they read on the website to validate their own assumptions. Creating thought leadership pieces around process and efficiency seemed to do the trick to recycle the Users into the property and motivate them to convert.

Homepage optimization: We looked at the entire website to align it to topical authority. Through the informational pieces and the use case pages, we knew we were on the right track to generating a highly authoritative topical authority map. However, the homepage was going to target the primary keyword, "case management."

Content Production

Not unlike many other SaaS websites, hiring just any copywriter to start writing just isn't going to do the trick. Attorneys want to know that "you know the space." Our team started to investigate all the latest topics around the legal space. Particularly, use of AI, increasing efficiency, decreasing costs of operating, and more.

Our content production focused on smaller keyword wins to begin. And also ensured that it aligned closely with articles that would naturally add benefit to the property if a direct visitor came to the property.

Generating pipeline: Getting pipeline in the door wasn't as difficult as it might have seemed to the team. The real difficulty was producing the correct landing pages that aligned to the types of ideal customer personas that the software solution matched. We ranked more than 10+ persona pages that started generating 32 SQLs (or leads) per month.

Increasing topical authority: We measured topical authority by overall share of voice and visibility of the property of untouched pages. We noticed that the more we discussed the legal space (through informational articles), the more other pages started to rank. As a result, more than 200,000 impressions started appearing in Google Search Console for terms and queries that closely aligned with the software.

Interfacing with the team

Especially for companies that want to solve problems quickly, we tend to meet often and share what's working and what's not. There is such a thing as "moving quickly" in SEO. Our team worked closely with their EPD and marketing team to keep page creation on brand and ensure that our work followed their SOPs and proceedures.

Through those bi-weekly meetings we were able to get the right types of pages published quickly and provide forecasts of where our work could further go. This is our way of earning trust in a space (SEO) that's highly saturated with agencies that "don't really get it." The team had hired a previous agency that they were unhappy with and were almost ready to give up on SEO. Together, we were able to explain what went wrong in the first campaign and present ways that we were going to "do SEO correctly."

Hubspot was our tool of choice to start tracking inbound pipeline. Working closely with the sales team we were able to validate that our initial keyword research and User research also aligned with what they were experiencing on the demo calls. Generating traffic just simply isn't enough. We need to generate real revenue. Once we validated with the sales team that we were generating qualified leads that scheduled demo calls we started to track contract value and conversion rate to give true campaign ROAS.

Our custom monthly reports served as the main validator for this growth and ROAS. Putting our 8 month engagement into a highly profitable place for the team. And continuing to grow even without the need of our team.