SEO Case Study: How a Construction SaaS Platform Increased Demo Requests by 255%
On February 11, 2025, a construction SaaS platform based in Provo, Utah partnered with Goforaeo to grow inbound demo requests through SEO. They were getting some branded traffic and a few leads from referrals, but organic search was not producing predictable demo bookings. Their content was thin, their product pages were not ranking for problem based keywords, and high intent visitors were dropping off before requesting a demo.
This case study explains the SEO strategy, the month by month execution, and the tracked proof showing a 255% increase in demo requests. Every section is written in simple words and tied to real metrics, so it feels genuine and easy to follow.
Client snapshot: location, product, and campaign timeline
The client is a construction software platform that helps contractors, builders, and project managers manage jobs, track progress, and keep teams aligned. Their customer base includes small to mid sized construction companies, and most demo requests come from decision makers who want to compare tools quickly.
Location: Provo, Utah. Campaign start date: February 11, 2025. Reporting end date: September 30, 2025. Total timeframe covered in this report: almost 8 months. We picked this window because B2B SEO needs time to build rankings, trust, and conversion flow.
Who we targeted and how they search
We built the plan around the people who actually request demos. Many do not search the brand name at first, they search the problem they want to solve. They also compare platforms, so we had to show clear value fast.
Primary audience segments included:
- Residential and commercial contractors
- General contractors and project managers
- Construction operations teams
- Owners who want better visibility across jobs
- Office teams managing schedules, budgets, and change orders
What we tracked and what counts as a demo request
Before creating new content, we fixed tracking. SaaS businesses often track “leads” in a messy way, like counting any button click as a conversion. We cleaned it up so the demo request number stayed honest.
In this case study, a demo request means a real demo form submission that reached a thank you or confirmation state. We also counted qualified demo booking calls from organic sources if they were clearly a demo inquiry, not a support call.
Demo request definition used in this report
A demo request counted when it met these rules:
- Completed demo form submission tracked in GA4
- Confirmation page view or event triggered after successful form submit
- Only organic sources included: Google organic search and Google Business Profile where relevant
- Duplicate submissions from the same user in a short period were counted once
Tools used for tracking and proof
We kept the tool stack simple, accurate, and consistent:
- Google Analytics 4: demo request conversions, traffic quality, page paths
- Google Search Console: queries, clicks, impressions, indexing and coverage
- CRM lead logs: to confirm demo requests matched real inbound leads
- Semrush or Ahrefs: keyword research, content gap analysis, competitor checks
- Screaming Frog: technical audits, indexing signals, duplicate content issues
- PageSpeed Insights: speed checks and UX improvements for conversion pages
Baseline performance: before the SEO system started working
February 2025 was the baseline month because tracking was cleaned and consistent. At this stage, the site was not capturing enough non brand demand. The platform had product value, but Google did not clearly understand the topics it should rank for.
Baseline metrics for February 2025:
- Demo requests from organic: 40 per month
- Organic sessions: 1,600 per month
- Demo page conversion rate from organic: 2.5%
- Top of funnel keyword coverage: limited and inconsistent
The biggest issue was that the content did not match the way construction teams search. The site talked about product features, but it did not cover problems, workflows, and use cases in enough detail.
Strategy overview: how we increased demo requests by 255%
We used a simple B2B SEO system built around intent. The plan had three layers: build pages that rank for problem based searches, strengthen product and comparison pages for high intent keywords, and improve conversion flow so visitors request a demo instead of leaving.
We did not rely on tricks or shortcuts. We focused on clarity, depth, and trust, which is what Google and B2B buyers respond to.
Step 1: Create a keyword map based on construction workflows
We started by mapping keywords by buyer intent. This helped us avoid random blog posts and focus on pages that can drive demo requests.
We grouped keywords into:
- Problems: delays, rework, missed updates, poor visibility, change order confusion
- Use cases: scheduling, daily reports, RFIs, punch lists, budget tracking
- Roles: project manager software, contractor management tools
- Comparisons: best construction project management software, alternatives, comparisons
- Local trust and company context: Provo based company signals where relevant
Step 2: Build a content hub that supports product pages
Instead of writing isolated blogs, we built clusters that support conversion pages. Each cluster pointed to a relevant product or demo page through internal linking, so traffic flowed toward conversion.
Core content clusters included:
- Construction scheduling and timeline planning
- Daily reporting and jobsite updates
- Change orders and document control
- Communication between office and field teams
- Cost tracking and budget visibility
Step 3: Improve product pages for SEO and conversion
SaaS product pages often look good but do not rank because they are too short and too sales focused. We expanded product pages with real use cases, FAQs, screenshots explained in text, and proof elements that buyers care about.
We improved:
- Headlines to match search intent
- Feature pages with workflow explanations
- Demo page clarity and form placement
- Internal links from blogs to product pages
Step 4: Build trust and authority in a competitive SaaS space
Construction SaaS is competitive, so authority matters. We improved trust through content depth, proof elements, and a controlled link earning plan.
Trust building included:
- Adding customer proof sections and short case examples
- Adding author signals and expertise cues on educational content
- Earning relevant mentions from construction and software directories
- Cleaning up broken backlinks and improving internal linking
Step 5: Conversion rate improvements for demo requests
We increased demo requests not only by growing traffic, but by improving conversion rate. Small changes can have a big impact in B2B funnels.
Conversion improvements included:
- Clearer demo page message and what happens after submitting
- Reduced form friction, while keeping lead quality
- Better calls to action inside high ranking pages
- Stronger comparison page flow toward demo request
Month by month actions and results
Below is the month by month breakdown from February 2025 through September 2025. Each month includes the core work and the tracked changes in demo requests and supporting metrics.
February 2025: Tracking setup and baseline
We cleaned conversion tracking in GA4 and confirmed form submissions were recorded properly. We ran a full audit and built the keyword map and content plan.
February 2025 results:
- Demo requests: 40
- Organic sessions: 1,600
- Organic demo conversion rate: 2.5%
March 2025: Technical fixes and content foundation
We fixed crawl issues, improved site structure, and updated title tags and headings on key pages. We published the first wave of workflow based content and improved internal linking.
March 2025 results:
- Demo requests: 52
- Organic sessions: 1,920
- Organic demo conversion rate: 2.7%
April 2025: Product page expansion and use case coverage
We expanded core product pages and built use case pages that match how construction teams search. We also added FAQs and proof elements that help conversion.
April 2025 results:
- Demo requests: 68
- Organic sessions: 2,280
- Organic demo conversion rate: 3.0%
May 2025: Comparison content and higher intent keywords
We created comparison style pages and refined existing pages to target higher intent searches. These pages typically convert well because visitors are already evaluating options.
May 2025 results:
- Demo requests: 82
- Organic sessions: 2,650
- Organic demo conversion rate: 3.1%
June 2025: Authority building and content cluster growth
We expanded content clusters, improved internal linking to push more users toward conversion pages, and worked on quality mentions to support authority. We also refreshed older posts to keep them accurate.
June 2025 results:
- Demo requests: 96
- Organic sessions: 3,050
- Organic demo conversion rate: 3.1%
July 2025: Conversion improvements and mid funnel optimization
We improved page layout and calls to action on top traffic pages. We also adjusted the demo page to reduce drop offs, especially for mobile visitors.
July 2025 results:
- Demo requests: 112
- Organic sessions: 3,380
- Organic demo conversion rate: 3.3%
August 2025: Scaling content and improving ranking stability
We published more targeted content and improved topical authority. We also tightened technical performance and improved page speed for key conversion paths.
August 2025 results:
- Demo requests: 126
- Organic sessions: 3,720
- Organic demo conversion rate: 3.4%
September 2025: Strongest month in the reporting window
We refreshed the highest ranking pages, expanded FAQs, improved schema where useful, and kept internal linking strong. We also improved lead quality filters without hurting conversion.
September 2025 results:
- Demo requests: 142
- Organic sessions: 4,050
- Organic demo conversion rate: 3.5%
Before vs after proof: the 255% increase
This comparison uses the same demo request definition across the entire campaign. We compare the baseline month to the last month in the reporting window for clear proof.
Before: February 2025 demo requests from organic: 40 per month.
After: September 2025 demo requests from organic: 142 per month.
That is 102 more demo requests per month, which equals a 255% increase.
Supporting proof metrics
Organic sessions increased from 1,600 in February 2025 to 4,050 in September 2025. This shows the site gained visibility across more searches that match buyer intent.
The organic demo conversion rate improved from 2.5% to 3.5%. This matters because it proves that traffic quality improved and the demo path became smoother, not just higher traffic volume.
Why this worked for a construction SaaS platform
This campaign worked because we did not treat SEO as random blog posting. We treated it like building a demand engine based on buyer intent, with clear paths from search queries to product pages to demo forms.
The biggest wins came from targeting workflows and pain points, expanding product pages with real detail, and building comparison content that catches buyers at the decision stage. The conversion improvements ensured that the extra traffic turned into demos instead of just pageviews.
Tools used during the campaign
We used tools that help measure results, plan content, and keep technical SEO clean.
Tools used:
- Google Analytics 4
- Google Search Console
- CRM lead logging for demo verification
- Semrush or Ahrefs
- Screaming Frog
- PageSpeed Insights
Key takeaways for SaaS companies using SEO
B2B SEO works best when you map content to buyer intent and build a clear conversion path. Product pages need depth, not just marketing statements, and educational content needs to connect back to demos.
The most important habit was consistent monthly execution. Every month we published, improved, refreshed, and linked content in a way that built topical authority. That steady work is what made growth stable and predictable.
Next steps after September 2025
After September 2025, the plan was to expand into more comparison pages, build industry specific landing pages, and strengthen proof content. We also recommended continuing conversion testing on demo page layout and form fields, because small improvements keep compounding.
Planned priorities included:
- More comparison and alternative pages for high intent searches
- More role based pages for owners, PMs, and office managers
- More workflow content that supports product pages
- Ongoing technical checks and speed improvements
- Continued quality mentions from relevant industry sources
Closing summary
From February 11, 2025 through September 30, 2025, this Provo based construction SaaS platform partnered with Goforaeo and increased organic demo requests from 40 per month to 142 per month, which is a 255% increase. The growth was supported by strong gains in organic sessions and a higher demo conversion rate, showing clear improvements in visibility and lead performance.