+56.6% increase in demo request submissions.
How an ICP-led content strategy turned organic search into the primary driver of demo conversions, delivering a 38.74% improvement in organic conversion rate year-on-year.
+56.6%
Demo Conversions YoY
+38.74%
Organic Conversion Rate
Year-on-Year
Measurement Period
About the client.
RTG is a B2B SaaS company providing a workforce management platform used across multiple sectors including healthcare and retail. Their platform helps organisations streamline operations through automation. Operating in a competitive SaaS market, RTG needed to build organic visibility and convert the right kind of traffic into demo requests.
What the client was facing.
RTG had the product, but organic search wasn't delivering the volume or quality of traffic needed to drive meaningful demo conversions. With limited domain authority, thin SEO content, and service pages that weren't built around their ideal customer profile, the organic channel was underperforming relative to the opportunity in their market.
Poor conversion rates: organic traffic was arriving but not converting, pointing to a mismatch between content and buyer intent.
Limited backlink profile: low domain authority was restricting rankings across competitive SaaS and workforce management search terms.
Thin SEO content: existing content wasn't targeting the specific search behaviour of RTG's ideal customers across their core verticals.
Competitive landscape: ranking against established SaaS players required a deliberate approach to authority building and ICP-specific content.
What we did.
In a competitive SaaS market, driving more traffic isn't enough. The strategy centred on understanding RTG's ideal customer profile across each vertical and building content and page structures that matched the way those buyers searched and evaluated workforce management solutions. Improving conversion rates required aligning every piece of content to buyer intent and optimising for both organic search rankings and AI search overviews.
Content strategy: built a programme of ICP-specific content targeting the search terms RTG's buyers use across healthcare, retail and adjacent verticals, with optimisation for AI search overviews.
Backlink building: developed a targeted link acquisition programme to grow domain authority and improve competitive rankings across SaaS and workforce management search terms.
Keyword research: mapped high-intent terms across RTG's core verticals, identifying where search demand aligned most closely with their strongest conversion opportunities.
Domain rating (DR) building: sustained authority-building programme to lift rankings across competitive SaaS search terms and build long-term organic momentum.
Service page optimisation: restructured and rewrote core pages to better match search intent and improve conversion from organic visitors.
ICP-targeted landing pages: created dedicated pages for each key customer profile to capture more qualified traffic and improve demo request conversion rates.
What we delivered.
+56.6%
Demo Conversions YoY
+38.74%
Organic Conversion Rate
+78%
Organic Leads
+30%
Keyword Acquisition
250+
Leads in Year One
Year-on-Year
Measurement Period
The shift from broad SEO to an ICP-led content strategy produced results on both the traffic and conversion side. By targeting the specific search behaviours of RTG's ideal customers and optimising content for AI search overviews alongside organic rankings, the programme brought in more qualified visitors and converted them at a meaningfully higher rate. The 56.6% lift in demo request submissions year-on-year and 250+ leads in the first year reflect what happens when content strategy and search intent are properly aligned.
Services used in this campaign: SEO and conversion rate optimisation.
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