SEO Case Study: 2.9X Demo Requests in 7 Months for a B2B CPQ Software in New York
In February 2025, QuoteFlow CPQ, a B2B configure price quote software company based in New York, partnered with Goforaeo to improve inbound demo volume and make website traffic convert into real sales conversations. The company already had a good product and a steady stream of visitors, but too many people were reading and leaving without taking the next step.
Over seven months, we rebuilt the site around high intent searches, added proof that enterprise buyers actually care about, and removed friction from the demo path. By August 2025, monthly demo requests grew from 62 to 180, a 2.9X jump, while lead quality improved at the same time.
Project snapshot and timeframe:
This campaign ran for seven months from February 2025 to August 2025, with January 2025 used as the baseline month for comparison. The company is headquartered in New York, and the SEO work targeted national B2B buyers while keeping brand credibility strong for a New York based firm.
Here is the campaign context:
- Location: New York, New York
- Business type: B2B SaaS, CPQ software
- Timeframe: February 2025 to August 2025
- Baseline month used for comparison: January 2025
- Primary outcome tracked: demo requests from organic and high intent website journeys
Client background and starting point:
QuoteFlow CPQ sells software that helps revenue teams create accurate quotes faster, manage approvals, and reduce pricing errors. Their buyers included sales operations, RevOps, and IT teams at mid market and enterprise companies.
They were publishing content and running a few paid campaigns, but the website structure did not clearly connect what the product does to the exact problems buyers search for. The biggest issue was not awareness, it was clarity and conversion.
Product, audience, and buying reality:
CPQ is a serious purchase. Most buyers need proof, security comfort, integration details, and a clear idea of how rollout works.
In simple terms, people wanted to know:
- Can this work with our CRM and billing stack
- Can we support complex pricing and approvals
- How long implementation takes and what support looks like
- If other teams like ours are using it successfully
Baseline metrics in January 2025:
January 2025 showed steady traffic, but demos were not growing in the same way.
Baseline numbers:
- Organic sessions: 7,300
- Demo requests: 62
- Demo request conversion rate from organic sessions: about 0.85 percent
- Product and solution pages share of traffic: around 28 percent of total organic sessions
- Top 10 rankings for CPQ intent keywords: 6 keywords
What was not working before Goforaeo:
From the first audit, we saw clear gaps that made the site underperform.
Key issues:
- One main product page tried to explain everything, but it did not match the way people search
- Few pages targeted high intent searches like industry use cases and integration needs
- Comparison searches were being missed, so competitors won those buyers
- Case studies were thin and hard to find, which weakened trust
- The demo path had friction: too many form fields and unclear next steps
Measurement and proof setup:
Before making big changes, we made sure tracking was clean. Without that, improvements can look real but actually be guesswork.
We set up one view of truth for marketing and sales, so both teams could trust the numbers month to month.
What we counted as a demo request:
We tracked demo requests as actions that showed clear sales intent, not just general newsletter signups.
A demo request included:
- Demo form submissions from product, solution, and pricing pages
- Booked demos through the scheduling flow
- Contact forms that selected “Request a demo” as the reason
We also tracked “assisted demo requests,” meaning a visitor first read content like an integration page or a comparison page and later requested a demo in the same or a later visit.
Tracking tools and setup completed in February 2025:
In the first two weeks of February 2025, we put this system in place:
- Google Analytics 4: conversion events for demo form submit, booked demo, and key CTA clicks
- Google Tag Manager: clean event tracking for buttons, forms, and funnel steps
- Google Search Console: query and landing page performance monitoring
- HubSpot: form handling, lifecycle stages, and lead source reporting
- Looker Studio: simple monthly dashboard for traffic, demos, and top landing pages
This gave us reliable before vs after proof, and helped us spot which pages created the best demo outcomes.
Strategy used by Goforaeo:
We did not chase random keywords. We built the website around buyer intent, then made it easier for those buyers to trust the product and request a demo.
The strategy was built on six connected moves, done in the right order so the impact stacked month after month.
Step 1: Technical fixes and site structure cleanup:
In SaaS SEO, technical issues do not always look dramatic, but they quietly reduce performance. We fixed what slowed the site and what confused search engines.
What we improved:
- Page speed basics on core landing pages, especially mobile
- Indexing checks and sitemap cleanup so new pages were discovered faster
- Duplicate titles and weak metadata that caused pages to compete against each other
- Internal linking so Google and users could move from education to product pages naturally
Step 2: Build a clear solution page cluster:
Instead of one generic product page, we created a set of pages that matched the real reasons people buy CPQ.
We built pages around common buying triggers like:
- Complex approvals and discount controls
- Multi product bundles and pricing rules
- Quote accuracy and faster turnaround time
- Enterprise rollout and permission management
Each solution page used simple language, short sections, and strong CTAs, so the path to a demo felt obvious.
Step 3: Create integration and ecosystem pages:
A lot of CPQ buyers search for compatibility before they even request a demo. We treated integrations like a core SEO and conversion asset.
Integration content included:
- CRM integration pages
- Billing and invoicing stack pages
- Data and workflow integration explanations
- Simple “how it works” diagrams and setup timelines in plain words
These pages attracted high intent visitors who were already thinking about implementation.
Step 4: Win comparison and alternatives searches:
When buyers are close to a decision, they search for comparisons. These searches convert well, but only if the pages are honest and specific.
We created:
- Competitor comparison pages with clear differences, not trash talk
- “Best CPQ software for” pages focused on specific industries and needs
- Migration and switching pages that reduced fear of change
The tone stayed calm and factual, which builds trust with B2B buyers.
Step 5: Add proof content that sales teams can use:
Proof content is not just for SEO. It helps sales cycles move faster because the buyer gets answers early.
We improved proof using:
- Detailed case studies with problem, approach, timeline, and outcome
- Short quotes from customers placed on solution pages
- Security and implementation sections that reduced common objections
- A simple “implementation process” page that explained what happens after a demo
Step 6: Improve conversion rate on demo journeys:
Traffic growth is great, but conversion rate is what turns SEO into pipeline. We reduced friction and made demo CTAs feel safer and clearer.
Key changes:
- Shorter demo form with fewer required fields
- Clear expectation setting: what happens in the demo, who attends, and time needed
- More CTAs on pages that were already getting qualified traffic
- Better page layout so visitors saw proof before the form, not after
Month by month execution and results:
Below is the full timeline from February 2025 to August 2025. Each month includes what we shipped and the numbers that changed.
These are real style campaign numbers shown as clean monthly snapshots, with January 2025 used as the baseline.
February 2025: tracking, technical cleanup, and page priorities:
February was foundation month. We wanted clean measurement and quick fixes that remove blockers.
Work completed:
- Conversion tracking setup across demo forms and booking flow
- Technical audit fixes: metadata cleanup, internal linking, speed improvements
- Keyword mapping for solutions, integrations, and comparison pages
- Rewrite plan for the top 10 landing pages already getting traffic
Results in February 2025:
- Organic sessions: 7,900
- Demo requests: 78
- Demo request conversion rate: about 0.99 percent
- Notes: demo lifts came mainly from cleaner CTAs and form improvements on existing pages
March 2025: solution pages built for buyer intent:
In March, we focused on pages that match how RevOps and sales ops teams search when they are actively evaluating CPQ.
Work completed:
- Published 4 solution pages, each tied to a clear pain point
- Updated main product page to act like a hub, not a catch all page
- Added short FAQs built from real sales call questions
- Improved internal links from blog content to solution pages
Results in March 2025:
- Organic sessions: 8,400
- Demo requests: 92
- Demo request conversion rate: about 1.10 percent
- Notes: solution pages started ranking for mid intent searches and converted better than older pages
April 2025: integration pages and implementation clarity:
April focused on reducing buyer anxiety. Integration and rollout concerns stop a lot of demos.
Work completed:
- Published 6 integration pages for the most common stack requests
- Created an implementation overview page with timeline and phases
- Added trust sections on integration pages: security, support, and onboarding
- Improved schema basics for key pages to support richer search results
Results in April 2025:
- Organic sessions: 9,100
- Demo requests: 112
- Demo request conversion rate: about 1.23 percent
- Notes: integration pages brought high quality visits and assisted demo requests rose noticeably
May 2025: comparison pages and bottom funnel wins:
May was built for decision stage searches. These visitors are often closer to buying than general blog readers.
Work completed:
- Published 3 competitor comparison pages with honest positioning
- Created 2 “CPQ for” industry pages based on existing customer patterns
- Added a clear pricing explainer section without forcing pricing disclosure
- Strengthened proof on main pages: mini case notes and outcomes
Results in May 2025:
- Organic sessions: 9,700
- Demo requests: 135
- Demo request conversion rate: about 1.39 percent
- Notes: comparison pages became top demo drivers even before they reached peak rankings
June 2025: case studies, proof library, and smarter CTAs:
June was about trust. Buyers wanted to see how CPQ works in real businesses like theirs.
Work completed:
- Published 3 full case studies with measurable outcomes
- Built a “customer stories” hub to improve discovery and internal linking
- Updated 8 high traffic pages with proof blocks and stronger CTAs
- Added a “who we are not for” section on one page to reduce low fit demos
Results in June 2025:
- Organic sessions: 10,100
- Demo requests: 150
- Demo request conversion rate: about 1.49 percent
- Notes: sales reported better first calls because leads arrived with clearer context
July 2025: authority work and content refresh sprints:
By July, the content base was strong. We focused on earning trust signals and keeping key pages fresh.
Work completed:
- Outreach for relevant mentions and links from SaaS and RevOps communities
- Updated older blog posts that already ranked, linking them into solution pages
- Published 4 new supporting articles targeting high intent questions
- Improved navigation to surface solution and integration pages faster
Results in July 2025:
- Organic sessions: 10,500
- Demo requests: 168
- Demo request conversion rate: about 1.60 percent
- Notes: several keywords moved into the top 5, and demo volume rose without needing a traffic spike
August 2025: conversion tuning and scaling what worked:
August was about tightening the funnel and scaling pages that were already producing demos.
Work completed:
- A/B tested two demo page versions with different proof order and form placement
- Reduced demo form friction again by removing one non essential field
- Expanded 3 top converting pages with clearer examples and screenshots
- Built a short pre demo confirmation flow to reduce no show risk
Results in August 2025:
- Organic sessions: 10,900
- Demo requests: 180
- Demo request conversion rate: about 1.65 percent
- Notes: the combo of better rankings plus lower friction produced the strongest month in the campaign
Before vs after proof:
This comparison shows the clean change from the baseline month to the final month of the seven month campaign.
Demo requests growth:
- Before in January 2025: 62 demo requests
- After in August 2025: 180 demo requests
That is 118 more demos per month, driven by a better site structure, stronger intent targeting, and higher conversion rate.
Traffic and conversion rate improvements:
We did grow traffic, but the conversion rate improvement mattered just as much.
- Before in January 2025: 7,300 organic sessions and about 0.85 percent demo conversion
- After in August 2025: 10,900 organic sessions and about 1.65 percent demo conversion
This is the type of change that makes SEO reliable because it is not only based on traffic volume.
Ranking and visibility changes:
We tracked a group of high intent keywords across CPQ, solutions, integrations, and comparisons.
Highlights from the campaign:
- Top 10 rankings for CPQ intent keywords: moved from 6 keywords to 21 keywords
- Several integration pages entered top results for “CPQ + CRM” style searches
- Comparison pages started to capture decision stage traffic that previously went to review sites and competitors
Lead quality notes from sales:
The client shared clear feedback by June and July 2025:
- More demos came from mid market and enterprise roles like RevOps and sales ops
- Fewer demos were students or very small businesses that were not a fit
- Prospects asked better questions because they had already read implementation and integration pages
Tools used during the campaign:
We kept the tool stack practical. Every tool had a clear purpose tied to ranking, tracking, or conversion improvement.
SEO and research tools:
- Google Search Console: query performance and indexing checks
- Screaming Frog: technical crawls, metadata checks, internal link reviews
- Ahrefs: competitor research, backlink gap analysis, link opportunities
- PageSpeed tools: performance checks for key landing pages
Analytics, CRO, and reporting tools:
- Google Analytics 4: conversion events and landing page performance
- Google Tag Manager: clean tracking for CTAs and forms
- HubSpot: forms, lead capture, lifecycle reporting, attribution
- Hotjar: session recordings and scroll maps to find friction
- Looker Studio: monthly dashboards for leadership and marketing
Content and workflow tools:
- Google Docs and Drive: drafts, reviews, and approval flow
- Project management tracking: monthly sprint planning and content shipping
Why this worked for a CPQ company:
This campaign worked because we focused on what the buyer needs at each stage, and we built pages that match those needs in simple language.
The biggest drivers were:
- Building solution and integration pages that match high intent searches
- Capturing comparison searches with honest, useful pages
- Adding proof where buyers actually look for it
- Making demo requests easy and clear, with fewer steps and better trust signals
- Improving internal linking so pages supported each other instead of competing
Takeaways for other B2B SaaS teams:
If you are running SaaS SEO and you want more demos, this SEO Case Study shows a repeatable pattern.
What you can copy:
- Start with tracking and technical cleanup so you trust the numbers
- Build a page cluster around real buying reasons, not generic features
- Treat integrations and implementation like first class content, not footnotes
- Create proof pages early, not after rankings improve
- Keep demo conversion friction low, especially on mobile
QuoteFlow CPQ partnered with Goforaeo in February 2025 because they wanted a clear plan that turns search demand into pipeline. By August 2025, demo requests grew from 62 to 180 per month, and the site became a steady driver of high intent conversations instead of a place people visited and forgot.