SEO Case Study: Increased Organic Leads by 150% in 6 Months for a B2B Construction Software in Denver
In February 2025, a Denver based B2B construction software company partnered with Goforaeo to improve inbound lead flow from organic search. They had a solid product and happy users, but search was not bringing steady demo requests from the right construction teams.
Six months later, organic leads were up by 150% and the pipeline quality improved because the content finally matched how contractors and project teams actually search.
Project overview: dates, timeframe, and what we tracked:
This SEO campaign ran for six months from February 2025 to July 2025. January 2025 was used as the baseline month before the main changes went live.
The work focused on organic search leads only, meaning demo requests, contact forms, and tracked sales calls that started from non paid search traffic.
Company and location details:
The client is headquartered in Denver, Colorado and sells B2B software used by construction companies, general contractors, and specialty trades. Most customers were in the Rocky Mountain region, but the product can serve teams across the US.
We kept Denver as the brand anchor for trust, but the SEO targeting focused on problems and solutions, not local map rankings.
What counted as a lead:
We aligned the team early so that reporting stayed clean and honest.
A lead counted when any of these happened from organic traffic:
- Demo request form submission
- Contact sales form submission
- “Talk to an expert” booking request
- Tracked inbound call that lasted over 60 seconds
Where the client started: January 2025 baseline:
Before Goforaeo made changes, the site was getting traffic, but the traffic was not converting well. Most pages were written like product brochures and not like answers to real search questions.
Baseline performance in January 2025:
- Organic sessions: 7,800
- Organic leads: 60
- Organic conversion rate: 0.77%
- Keywords in top 10 positions: 48
- Branded vs non branded clicks: mostly branded
What was holding organic leads back:
The main issues were simple, but they stacked up and slowed growth.
Key blockers we found:
- Core pages focused on features, not use cases like RFIs, submittals, daily reports, and change orders
- Blog content was broad and did not connect to product pages, so readers did not take action
- Several high intent keywords had no dedicated pages, especially comparison and integration terms
- Technical basics needed work, like internal links, duplicate titles, and thin pages that should have been combined
Outcomes: what changed by July 2025:
By July 2025, the site was bringing in consistent demo requests from organic search, including companies that had never heard of the brand before. The improved results came from better page structure, tighter keyword intent targeting, and more trust building content.
July 2025 results:
- Organic sessions: 14,900
- Organic leads: 150
- Organic conversion rate: 1.01%
- Keywords in top 10 positions: 112
- Non branded clicks increased and became a larger share of leads
The strategy: how Goforaeo approached SEO for B2B construction software:
We used a four part plan so the work stayed focused and measurable. The approach was designed for a SaaS team with limited developer time and limited subject matter expert time.
This kept execution realistic while still moving fast month after month.
Pillar 1: tracking, attribution, and lead quality checks:
We started by making sure every lead could be trusted in reports. This prevented the common problem where traffic goes up but the sales team says lead quality is unclear.
Key setup work:
- Google Analytics 4 events for each conversion action
- Google Search Console monitoring for high intent queries
- CRM tracking so organic leads could be labeled by source and stage
- Call tracking and simple call quality notes from the sales team
Pillar 2: rebuild the information architecture around buyer intent:
Construction teams search by workflow and paperwork, not by software menus. So we mapped the site around what people actually type when a problem hits on a job site.
We grouped keywords into clear intent buckets:
- Workflow pages: RFIs, submittals, daily logs, punch lists, change orders, scheduling
- Role pages: project manager, superintendent, estimator, office admin
- Integration pages: QuickBooks, Procore import, Microsoft 365, Google Drive
- Comparison pages: alternatives, vs pages, “best software” lists
Pillar 3: content that earns trust and moves people to action:
We planned content that answered real buying questions and removed fear. Construction teams worry about adoption, training, and job site reality, so we addressed those points directly.
Content types we focused on:
- Use case pages that show the workflow step by step
- Templates and checklists that get links and repeat traffic
- Comparison pages for buyers already shortlisting tools
- Short case style posts showing results in simple numbers
Pillar 4: technical cleanup and internal linking that supports conversion:
We made the site easier to crawl and easier to navigate. We also built internal links so that informational pages naturally led into demo and product pages.
Technical and on site improvements included:
- Fixing duplicate titles and meta descriptions
- Merging thin pages into stronger pages
- Improving page speed on key landing pages
- Adding internal links from top blog posts to high intent pages
- Cleaning index issues so only the right pages ranked
Month by month execution: what we did and the numbers:
Below is the month by month progress from February 2025 to July 2025. Each month includes: key work completed and the main organic metrics.
February 2025: foundation and fast technical wins:
In the first month, we focused on tracking, quick fixes, and a clear content roadmap. This month matters because it sets the pace for everything that follows.
Work completed in February 2025:
- Analytics and CRM conversion mapping finalized
- Keyword research built around construction workflows and roles
- Technical audit fixes on titles, indexability, and internal linking
- Rewrote calls to action on top traffic pages to reduce friction
February 2025 metrics:
- Organic sessions: 8,600
- Organic leads: 72
- Organic conversion rate: 0.84%
- Keywords in top 10 positions: 55
March 2025: launch high intent workflow pages:
This month we built the pages most likely to drive demos. We avoided fluffy content and focused on strong problem pages that match job site needs.
Work completed in March 2025:
- Published 6 workflow pages: RFIs, submittals, daily reports, punch list, change orders, scheduling
- Added proof blocks on each page: short outcomes, time saved, and adoption notes
- Improved internal links from product overview to the new workflow pages
- Created a simple “Request a demo” flow with fewer fields
March 2025 metrics:
- Organic sessions: 9,900
- Organic leads: 85
- Organic conversion rate: 0.86%
- Keywords in top 10 positions: 67
April 2025: build comparison and integration pages:
By April, we started capturing bottom funnel searches. These are often the leads that close faster because the buyer already knows they need software.
Work completed in April 2025:
- Published 4 comparison pages focused on common alternatives
- Published 5 integration pages based on CRM notes and sales call patterns
- Added a “Who this is for” section on key pages to filter out poor fit traffic
- Improved schema basics where relevant, like FAQ sections
April 2025 metrics:
- Organic sessions: 11,400
- Organic leads: 102
- Organic conversion rate: 0.89%
- Keywords in top 10 positions: 79
May 2025: authority content, templates, and stronger internal paths:
In May, we focused on trust and repeat visitors. Templates and checklists performed well because they are shared inside construction companies and saved for later.
Work completed in May 2025:
- Published 6 template style resources: RFI template, submittal log template, daily report checklist, closeout checklist, change order tracker, punch list checklist
- Created dedicated landing pages for each template with clear next steps
- Added internal links from templates to matching workflow pages
- Built topic clusters so each workflow had a guide, template, and product connection
May 2025 metrics:
- Organic sessions: 12,600
- Organic leads: 118
- Organic conversion rate: 0.94%
- Keywords in top 10 positions: 93
June 2025: conversion rate improvements and content refresh:
At this stage, traffic growth was steady. We pushed harder on turning existing traffic into more leads by improving messaging, page layout, and buyer confidence.
Work completed in June 2025:
- Updated 10 older posts that ranked on page 2 with better structure and clearer answers
- Added short “Implementation and onboarding” sections to reduce fear
- Improved product screenshots and added short captions in simple words
- Tested two versions of call to action placement on key pages
June 2025 metrics:
- Organic sessions: 13,800
- Organic leads: 136
- Organic conversion rate: 0.99%
- Keywords in top 10 positions: 104
July 2025: scale winning topics and strengthen proof:
July was about making the best pages even better. We doubled down on what was already driving demos and added stronger proof so enterprise buyers felt safer moving forward.
Work completed in July 2025:
- Expanded 6 highest converting pages with deeper FAQs from real sales calls
- Added short mini stories on pages: problem, fix, outcome in one screen
- Published 3 role based pages: for superintendents, project managers, and office admins
- Cleaned internal links again so demo paths were clearer across the site
July 2025 metrics:
- Organic sessions: 14,900
- Organic leads: 150
- Organic conversion rate: 1.01%
- Keywords in top 10 positions: 112
Before vs after proof: January 2025 compared to July 2025:
The clearest proof is organic leads. We also tracked supporting numbers so the growth was not a one time spike.
Organic lead growth:
- Before in January 2025: 60 organic leads per month
- After in July 2025: 150 organic leads per month
- Change: 150% increase in organic leads in six months
Traffic growth that supported lead growth:
- Before in January 2025: 7,800 organic sessions
- After in July 2025: 14,900 organic sessions
- Change: sessions nearly doubled
Lead quality indicators we checked:
We used simple checks so the sales team trusted the results.
Examples of what improved by July 2025:
- More demo requests included company size and project types
- More leads came from non branded terms like RFI software, submittal tracking software, and construction daily report app
- Sales reported fewer “student research” style inquiries because the pages set expectations clearly
Why the strategy worked for a construction SaaS buyer:
Construction is practical. People want clear steps, real examples, and proof that the tool will not slow the crew down.
These were the biggest drivers:
- Matching keywords to workflows that buyers deal with every week
- Building bottom funnel pages like comparisons and integrations
- Using templates to earn trust and keep people coming back
- Making the site easier to navigate so every helpful page had a clear next step
Tools used by Goforaeo in this campaign:
We used a simple set of tools that covered research, execution, and reporting. Nothing was added unless it supported decisions or proof.
Analytics and tracking tools:
- Google Analytics 4: conversion events and organic traffic analysis
- Google Search Console: query trends, indexing, and page performance
- CRM tracking: lead source tagging and funnel stage checks
- Call tracking: identifying organic calls and quality notes
SEO and site improvement tools:
- Site crawler tool: audits for broken links, duplicates, and thin pages
- Keyword research tool: non branded intent mapping and competitor gaps
- Rank tracking: monitoring target pages and quick priority changes
- Page speed testing tools: checking core landing pages after changes
Content and workflow tools:
- Content briefing templates: consistent structure for each workflow page
- Simple editorial calendar: monthly publishing targets tied to funnel stages
- Reporting dashboards: monthly snapshots that showed traffic, leads, and page winners
Key takeaways for other B2B software brands:
If you sell software to contractors or project teams, this SEO Case Study shows what usually moves the needle without needing a massive team.
What to copy:
- Start with tracking and clean lead definitions so the results stay real
- Build pages around job workflows, not feature lists
- Create comparison and integration pages once the basics are strong
- Use templates and checklists to earn trust and links
- Refresh content that is close to page 1 because it is a fast win