SEO Case Study: Boosted “Contact Sales” Clicks by 140% in 5 Months for a B2B Data Governance SaaS in Chicago
In February 2025, a Chicago based B2B data governance SaaS partnered with Goforaeo to improve how organic visitors moved from reading to taking action. Over a focused 5 month SEO and conversion sprint, we increased “Contact Sales” clicks by 140% while also improving traffic quality and lead flow.
This SEO Case Study shares the full timeline, what we changed month by month, the tools we used, and the exact before vs after proof. The client asked us to keep their brand name private, so we will refer to them as “the client” throughout.
Client snapshot: Chicago, B2B SaaS, long sales cycle
This is a data governance platform used by mid market and enterprise teams that deal with messy data, audits, and cross team access rules. Their buyers do a lot of research before talking to sales, so organic search plays a big role in pipeline.
Key context in early 2025:
- Location: Chicago, Illinois, United States
- Industry: B2B SaaS, data governance
- Primary conversion action: “Contact Sales” button (top navigation and key pages)
- Sales cycle: multi stakeholder, long evaluation period
- Main traffic sources we focused on: organic search and branded search
What “Contact Sales clicks” means in this study
We tracked clicks on the “Contact Sales” CTA across:
- Top navigation button clicks
- Primary CTA buttons on product and solution pages
- Mid page and bottom CTAs on high intent content pages
We did not count form submits as clicks. Clicks are earlier than leads, but they are a clean indicator of intent, especially for B2B SaaS where many visitors click first and submit later.
Dates and timeframe: what we measured and when
This campaign ran for 5 months, fully inside 2025.
Timeframe:
- Baseline month: January 1, 2025 to January 31, 2025
- Execution and measurement: February 1, 2025 to June 30, 2025
- Location focus: Chicago based company, targeting United States and North America buyers
We reported results monthly, and we also reviewed weekly patterns to catch drops early.
Tools used: how we tracked, tested, and decided
We used a simple tool stack so reporting stayed clean and decisions stayed fast:
- Google Analytics 4: CTA click events, landing page performance, user paths
- Google Search Console: queries, impressions, clicks, indexing, page level trends
- Google Tag Manager: event tracking for “Contact Sales” clicks and CTA interactions
- Looker Studio: client friendly dashboards and monthly reporting snapshots
- Screaming Frog: crawl issues, redirects, metadata gaps, internal linking checks
- Ahrefs and Semrush: keyword research, competitor gaps, link profile review
- Hotjar: heatmaps and session recordings to spot friction and scroll behavior
- PageSpeed Insights and Lighthouse: speed checks and Core Web Vitals signals
- HubSpot: lead source checks and sales feedback loop (what became qualified)
The situation in January 2025: traffic existed, intent was leaking
By the time Goforaeo joined, the client already had content and some search visibility. The problem was not “no traffic.” The problem was that the right visitors were not moving toward sales at the rate they should.
Below are the baseline metrics from January 2025.
Baseline metrics: January 2025 (before)
Primary metric:
- “Contact Sales” clicks: 215
Supporting metrics:
- Organic sessions: 8,400
- CTA click rate (Contact Sales clicks divided by organic sessions): 2.6%
- Marketing qualified leads from organic (HubSpot): 18
- Demos booked from organic: 7
- Keywords in top 3 positions (tracked set): 2
- Keywords in top 10 positions (tracked set): 14
What we found in the first audits
A few issues showed up quickly, and they were common for B2B SaaS websites.
SEO and content issues:
- Several important pages targeted similar keywords, so Google could not clearly pick the best page
- Many blog posts were informational but did not guide visitors to a next step
- Solution pages talked about features but did not match the language people used in search
- Internal linking was light, so authority was not flowing to money pages
Conversion and UX issues:
- The “Contact Sales” button existed, but it was not reinforced inside high intent pages
- Some pages had long blocks of text with no clear “what to do next”
- A few CTAs led to generic forms without context, which reduced clicks
Technical issues:
- A crawl found broken links and redirect chains
- Some pages had duplicate titles or thin meta descriptions
- A handful of key pages were slow on mobile, especially image heavy pages
Measurement setup: making sure the numbers were real
Before changing pages, we cleaned tracking so the improvement could be proven. This is important because many sites think they have low clicks, when actually clicks are happening but not tracked well.
We completed the setup in the first week of February 2025, then validated it with test sessions.
Event tracking details: what we counted and where
We created a consistent event definition for “Contact Sales” clicks:
- Event name: contact_sales_click
- Parameters: page path, button location (nav, hero, mid page, footer), device category
- Filters: excluded internal traffic and test IPs
We also created supporting events:
- product_video_play
- pricing_scroll_depth
- form_start (not form submit, just starting)
- outbound_click (for partner links)
Reporting approach: simple monthly proof
Each month we shared:
- Total “Contact Sales” clicks
- Change vs baseline
- Top landing pages driving clicks
- Queries that improved and the pages connected to those queries
- Notes from Hotjar about user behavior changes after updates
Strategy overview: how we increased high intent clicks without hype
The strategy had one core idea: make the site answer buyer questions and remove friction to talk to sales. That sounds simple, but it needs structure so it does not become random content publishing.
We focused on four connected lanes:
- Fix technical and page clarity issues so Google trusts the site more
- Build and improve pages that match high intent searches
- Strengthen internal linking paths from content to sales pages
- Improve CTA placement and message so more qualified visitors click
Lane 1: Technical fixes that support rankings and trust
We did not chase perfection. We fixed the technical items that block crawling, indexing, and user experience.
Key actions:
- Cleaned redirect chains and removed broken internal links
- Improved title tags and meta descriptions on pages that already had impressions
- Compressed heavy images and removed unused scripts on slow templates
- Ensured each main topic had one clear primary page to rank
Lane 2: Content built around real buyer intent
Data governance searches often start broad and become specific fast. We mapped topics into stages:
- Awareness: definitions, frameworks, common problems
- Consideration: comparisons, “how to choose,” use cases
- Decision: product category pages, solution pages, integration pages
We then aligned content types:
- Solution pages that speak to outcomes, not just features
- Use case pages tied to real teams, like data engineering and compliance
- Blog posts that end with clear next steps tied to the topic
Lane 3: Internal linking that guides visitors like a good salesperson
A lot of content existed, but it acted like a library with no guide.
We created linking rules:
- Every new article links to one solution page and one product page
- Existing high traffic articles were updated to link toward “Contact Sales” paths
- We used simple anchor text that matched what people searched, not fancy brand terms
Lane 4: CRO changes focused on clicks, not design for design’s sake
We did not redesign the whole site. We made small changes that improved clarity:
- Added context CTAs inside content, not only at the top
- Improved button text around the “Contact Sales” action with short reassurance lines
- Added proof elements near CTAs, like short trust statements and compliance mentions
- Reduced long form friction by adding shorter “talk to sales” routes for early clicks
Month by month execution and results: February to June 2025
This section is the heart of the SEO Case Study. It shows what was done each month and what changed in the numbers. The monthly data below is based on GA4 events and Search Console trends.
February 2025: Fix tracking, remove blockers, and clean the highest value pages
February was about getting the foundation right. We wanted to stop leaks before pushing more traffic into the same funnel.
Work completed in February:
- Implemented and tested contact_sales_click tracking in Google Tag Manager
- Fixed broken links and cleaned redirect chains on key templates
- Updated titles and meta descriptions for top impression pages from Search Console
- Added internal links from 12 high traffic blog posts to 3 core solution pages
- Improved CTA visibility on 5 pages with high time on page but low click rate
February results:
- “Contact Sales” clicks: 255
- Change vs January baseline: +19%
- Organic sessions: 9,100
- CTA click rate: 2.8%
- MQLs from organic: 21
- Demos booked from organic: 8
- Keywords top 3: 3
- Keywords top 10: 16
What we learned:
- Some pages were already getting qualified visitors, they just needed clearer next steps.
- Once tracking was clean, we saw the nav CTA was doing most work, which meant on page CTAs were underused.
March 2025: Build decision support content and sharpen solution pages
In March, we shifted from cleanup to growth. We created assets that matched searches people use when they are close to talking to vendors.
Work completed in March:
- Published 4 high intent pages, including:
- A “data governance platform checklist” page
- A “data governance vs data management” comparison page
- A “policy and access controls” solution page upgrade
- An “audit readiness” use case page
- A “data governance platform checklist” page
- Rewrote sections on 3 solution pages to focus on outcomes and pain points
- Added stronger internal links from glossary style posts to solution pages
- Added short proof lines near CTAs, based on sales call notes
March results:
- “Contact Sales” clicks: 315
- Change vs January baseline: +47%
- Organic sessions: 10,300
- CTA click rate: 3.1%
- MQLs from organic: 27
- Demos booked from organic: 10
- Keywords top 3: 4
- Keywords top 10: 20
What we learned:
- The checklist style content drove fewer visits than broad posts, but it produced a higher click rate.
- Visitors were looking for proof of real world fit, so small clarity lines helped.
April 2025: Strengthen internal linking and refresh old posts that already ranked
April was about using what already worked. Instead of publishing only new content, we upgraded content that already had visibility and improved its ability to create sales intent.
Work completed in April:
- Refreshed 10 older blog posts with:
- clearer headings
- updated examples
- stronger internal links to solution and product pages
- clearer headings
- Created a simple “Start here” learning path for data governance beginners
- Improved CTA blocks so they matched the page topic, not generic sales copy
- Ran Hotjar heatmaps on top 8 landing pages and removed friction spots
- Improved mobile load speed on 6 pages by compressing images and cleaning scripts
April results:
- “Contact Sales” clicks: 390
- Change vs January baseline: +81%
- Organic sessions: 11,700
- CTA click rate: 3.4%
- MQLs from organic: 33
- Demos booked from organic: 13
- Keywords top 3: 6
- Keywords top 10: 25
What we learned:
- Internal linking changes took a few weeks to show, but they lifted the pages that mattered most.
- Mobile users clicked less when CTAs were too far down, so placement mattered more than we expected.
May 2025: Add authority signals and improve conversion paths on top landing pages
By May, rankings and clicks were moving, and we wanted to protect the gains. This month focused on trust, authority, and making the “Contact Sales” click feel safe.
Work completed in May:
- Built 6 new internal link clusters around:
- data catalog
- lineage
- access governance
- policy automation
- compliance workflows
- data ownership
- data catalog
- Added simple trust elements near CTAs on decision pages:
- security and compliance mentions
- short customer proof snippets where allowed
- clearer “what happens next” text after clicking Contact Sales
- security and compliance mentions
- Updated 8 pages with stronger FAQ sections based on Search Console queries
- Started light link building and digital PR outreach for relevant SaaS and data publications
May results:
- “Contact Sales” clicks: 460
- Change vs January baseline: +114%
- Organic sessions: 12,900
- CTA click rate: 3.6%
- MQLs from organic: 38
- Demos booked from organic: 15
- Keywords top 3: 8
- Keywords top 10: 28
What we learned:
- People clicked more when they knew what would happen after the click.
- FAQ additions helped pages rank for longer searches, which brought more qualified visitors.
June 2025: Consolidate wins, improve pages that were close to page one, and lock in tracking
June was about pushing “almost there” keywords into stronger positions and making sure measurement stayed accurate as the site changed.
Work completed in June:
- Updated internal linking again using April and May performance data
- Consolidated 2 overlapping pages into 1 stronger page to reduce keyword confusion
- Improved titles and intros on pages ranking positions 8 to 15 to lift CTR
- Added “Contact Sales” CTA blocks to 7 high intent posts where scroll depth was high
- Rechecked event tracking after site updates and confirmed no data loss
June results:
- “Contact Sales” clicks: 516
- Change vs January baseline: +140%
- Organic sessions: 13,900
- CTA click rate: 3.7%
- MQLs from organic: 44
- Demos booked from organic: 18
- Keywords top 3: 9
- Keywords top 10: 31
What we learned:
- Small CTR improvements can create big gains when pages already have impressions.
- The best month came from combining ranking improvements with on page CTA clarity.
Before vs after proof: the clearest comparison
To make the impact easy to verify, here is the direct baseline vs final month comparison.
Baseline: January 2025:
- “Contact Sales” clicks: 215
- Organic sessions: 8,400
- CTA click rate: 2.6%
- MQLs from organic: 18
- Demos booked from organic: 7
After: June 2025:
- “Contact Sales” clicks: 516
- Organic sessions: 13,900
- CTA click rate: 3.7%
- MQLs from organic: 44
- Demos booked from organic: 18
Core result:
- “Contact Sales” clicks increased by 140% from January 2025 to June 2025
Why this worked: simple reasons, executed consistently
This was not one trick. It was consistent work that aligned SEO with the sales journey.
What made the biggest difference:
- We matched content to buyer intent, not just search volume
- We fixed the pages that already had attention, instead of only creating new pages
- We built internal links like a guided path, not random links
- We treated “Contact Sales” clicks as a conversion step that needed its own optimization
- We used real data monthly, and we adjusted instead of guessing
What other B2B SaaS teams can copy from this approach
If you are running SEO for a B2B SaaS, these are the moves that tend to create results without needing a full site rebuild.
Practical takeaways:
- Track the click event you care about, then improve the pages that drive it
- Refresh old posts that already rank, do not only publish new content
- Add CTAs inside content where intent is highest, not only at the top
- Build solution pages that speak in customer language, not internal product language
- Use Search Console queries to guide FAQs and headings
Next steps we recommended after June 2025
At the end of June, the website was in a stronger place, but SEO compounds when you keep building.
Next actions planned:
- Expand decision stage pages for integrations and regulated industries
- Build more comparison pages for common alternatives and adjacent categories
- Continue link building focused on trust, not volume
- Improve lead quality tracking by connecting CTA clicks to sales outcomes more tightly
Closing note: what the partnership with Goforaeo delivered
From February 1, 2025 to June 30, 2025, Goforaeo helped a Chicago based data governance SaaS turn organic visibility into sales action. The standout win was clear and measurable: “Contact Sales” clicks grew from 215 in January 2025 to 516 in June 2025, a 140% increase backed by clean tracking and monthly reporting.