Situation:
Our website was not ranking for keywords relevant to our ideal customer profiles—primarily decision-makers at schools looking for PA, intercom, and bell systems. As a result, we were heavily reliant on Google Ads to generate leads, leading to high customer acquisition costs and low return on investment from paid search.
Task:
We needed to increase high-quality inbound leads through organic SEO, reduce our dependence on paid advertising, and improve our website’s performance to support this effort.
Action:
- Migrated our website to AWS and implemented a page speed plugin to significantly improve page speed and site performance.
- Conducted a thorough review of Google Ads search term reports and discovered that prospects were actively searching for the phrases “Best PA system for schools,” “best intercom system,” and “best bell system.”
- Developed a targeted content strategy and wrote a series of blog posts optimized around those high-intent search queries.
- Published these articles on our site, ensuring proper SEO best practices including keyword placement, meta descriptions, structured headers, and internal linking.
Result:
- The blog posts ranked #1 organically for several of our top keywords, including “Best PA system for schools.”
- Organic traffic increased significantly, and we began receiving more high-quality inbound leads through our website contact form, phone calls, and direct emails.
- The volume and quality of leads generated through organic SEO surpassed those from Google Ads, allowing us to completely turn off our paid search campaigns.
- As a result, we lowered our customer acquisition costs and increased marketing ROI, while attracting more of our ideal customers.
