How we rebuilt organic growth from the ground up
Where we started
When the wealth platform came to us, organic search delivered fewer than 5% of qualified leads. The site had grown organically over years into a tangle of overlapping pages, orphaned content and slow templates that buried its best material.
Our first 30 days were spent on a deep technical and content audit — mapping every URL to search intent, identifying cannibalization, and benchmarking Core Web Vitals against competitors.
Rebuilding the architecture
We collapsed hundreds of thin pages into a clean pillar-and-cluster structure. Each money page was supported by intent-matched clusters, with an internal linking model that pushed authority exactly where it converted.
The new architecture didn't just rank better — it gave the sales team pages they could actually point prospects to.
A content program built on authority
We shipped 40+ pillar and cluster pages over the engagement, each reviewed by subject-matter experts and optimized for both search engines and AI overviews. Every piece mapped to a stage in the buyer journey.
- Top-of-funnel guides that captured high-volume informational demand
- Mid-funnel comparisons targeting active evaluation queries
- Bottom-of-funnel product and solution pages engineered to convert
Performance and speed
In parallel, we rebuilt the most important templates for speed — lazy-loading heavy assets, trimming render-blocking scripts and moving to a faster delivery stack. The result was a measurable lift in Core Web Vitals across the board.
By month twelve, organic sessions had tripled, the platform owned page one for its highest-intent terms, and search had become the single largest source of qualified pipeline.
