Company type
B2B SME
B2B website redesign: qualified lead pipeline in 8 weeks
A service SME needed to turn a static showcase website into a predictable acquisition channel.
Context
The previous website was slow, poorly structured, and missing service pages that could rank locally.
Most opportunities came from referrals, with no stable digital pipeline.
Key issues
- No search-intent architecture.
- Unstable mobile loading speed on critical pages.
- No clear tracking from SEO visits to form submissions.
Delivery approach
Acquisition scoping
Defined money-keyword pages, CTA strategy, and contact funnel architecture.
UX and content redesign
Built internal linking, targeted SEO headings, short-answer blocks, and proof sections.
Technical execution
Improved Core Web Vitals, JSON-LD, canonical/hreflang, and analytics instrumentation.
Optimization phase
Weekly monitoring for queries, CTR, and inbound lead quality.
Objective
Build a consistent qualified lead flow with local SEO and onsite conversion.
Stack and tools
- Next.js + TypeScript
- Schema.org JSON-LD
- Search Console + analytics events
- Brevo for contact email operations
Observed outcomes (60 days post-launch)
- +62% organic impressions on priority service pages.
- +38% qualified form submissions on contact page.
- Mobile LCP reduced below 2.2s on acquisition pages.
- More stable lead pipeline with actionable weekly tracking.
Operational lessons
- Conversion starts with intent and content strategy, not design alone.
- Dedicated service pages outperform generic pages faster.
- Without clean tracking, lead-quality optimization stays weak.
Related service pages
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