SEO Case Study: How a Healthcare SaaS Company Increased Sales Qualified Leads by 275%
In June 2025, a healthcare SaaS company based in Chandler, Arizona partnered with Goforaeo because their inbound pipeline was unstable. They were getting some traffic, but most visitors were not the right buyers, and sales kept saying the leads were not ready. They needed search to bring in people who actually book demos, ask the right questions, and move forward.
From June 10, 2025 to December 12, 2025, we rebuilt their SEO foundation, created pages around real buyer intent, and improved how the site turns search visitors into demo requests. By the end of the timeframe, sales qualified leads from organic search grew from 16 per month to 60 per month, which is a 275% increase, proven through CRM lifecycle stages and GA4 conversion tracking.
Project Snapshot: Dates, Timeframe, Location, and the Big Wins
This campaign was executed for a healthcare SaaS brand headquartered in Chandler, Arizona. Even though the product sells nationally, location mattered for trust, credibility, and local signals across the site. Reporting was tracked monthly from June 2025 through December 2025, with weekly checks during major page launches.
By December 2025, the results were strong across lead quality, not just traffic. The biggest improvement was that more leads reached the SQL stage, meaning sales reviewed them and confirmed they were a real fit. That stage is what the leadership team cared about most because it connects directly to revenue.
Key outcomes by December 2025:
- Sales qualified leads from organic: 16 per month to 60 per month
- Organic sessions: 5,200 per month to 13,900 per month
- Google Search Console clicks: 2,050 per month to 6,480 per month
- Demo request conversion rate from organic: 1.1% to 2.3%
- Keywords in top 10 positions tied to buyer intent: 22 to 91 tracked
What Counts as an SQL in This Case Study
Before changing anything, we made sure the company and Goforaeo agreed on what “sales qualified” means. Many SaaS teams mix up form fills, MQLs, and SQLs, and that can make reporting feel confusing. We kept it simple and tied it to the CRM stages the sales team already uses.
For this case study, an SQL from organic search means:
- The lead came from organic search sessions in GA4 attribution.
- The lead reached the CRM stage marked as Sales Qualified Lead.
- Sales confirmed fit based on role, company type, and buying timeline.
We did not count casual newsletter signups as SQLs. We also did not count contacts that never reached the SQL stage, even if they filled a form.
Starting Point: What Was Not Working Before SEO
Before June 2025, the company had a clean website and decent branding, but SEO was not built to attract the right buyers. Many pages were written in a general way and did not match how healthcare teams search. Several high value topics were missing completely, especially around use cases, integrations, and compliance related questions.
The site also had weak internal linking, so Google and users were not being guided toward the highest value pages. A lot of traffic landed on blogs that did not offer a clear next step. Even interested visitors often left before booking a demo.
Baseline metrics from June 2025:
- Organic sessions: 5,200
- Search Console clicks: 2,050
- MQLs from organic: 61
- SQLs from organic: 16
- Demo requests from organic: 57
- Demo request conversion rate from organic: 1.1%
Tools Used: Tracking, Research, and Execution
We used a small set of tools that the team could understand and trust. The core proof came from GA4, Search Console, and the CRM. The supporting tools helped us find issues, plan content, and measure ranking growth.
Tools used in this campaign:
- Google Analytics 4: organic sessions, conversions, assisted paths
- Google Search Console: clicks, impressions, query and page growth
- HubSpot CRM: lifecycle stages, SQL tracking, lead source checks
- Google Tag Manager: clean demo request and form tracking
- Looker Studio: monthly reporting dashboard
- Screaming Frog: crawl audits, internal links, metadata reviews
- Ahrefs: keyword research, competitor gaps, link monitoring
- PageSpeed Insights and Lighthouse: mobile performance checks
- Hotjar: scroll depth, form drop off behavior on key pages
Strategy Overview: What We Did and Why It Worked
We did not try to grow SQLs by publishing random healthcare blogs. In SaaS, traffic only matters if it brings buyers who take high intent actions. We focused on pages that match real buying intent, then built a clean path from those pages to a demo request.
We followed a clear sequence: fix technical clarity first, rebuild solution pages second, publish buyer intent content third, then improve conversions and trust signals. Each step supported the next, which is why growth stayed steady month after month.
The main tracks we executed:
- Technical SEO cleanup and clearer site structure
- Buyer intent pages: solutions, use cases, integrations, comparisons
- Trust and credibility: compliance language, proof, and clarity
- Conversion improvements: demo flow, CTAs, and form friction reduction
Technical SEO: Fixing the Quiet Problems That Block Rankings
In the first month, we ran a full crawl and found issues that were limiting growth. The site had duplicate titles, weak headings on key pages, and several pages that competed with each other. Important pages were also not linked strongly from the top navigation and from high traffic blogs.
We fixed crawl and structure first because it makes every content update perform better later. We also improved mobile performance on pages that were heavy with images and scripts. For SaaS, a slow page can reduce both rankings and demo requests.
Technical improvements included:
- Titles and headings rewritten for core product and solution pages
- Duplicate and overlapping pages consolidated to reduce topic confusion
- Internal links improved from blog posts to solution and demo pages
- Mobile speed improvements on key landing pages
- Indexing checks and cleanup for low value pages
Content That Attracts the Right Buyers: How We Built the Topic Map
The biggest shift was moving from broad content to buyer intent content. Healthcare SaaS buyers usually search in a very specific way. They search by job role, workflow problem, integration needs, and compliance requirements. They also compare tools before they request a demo.
We built a topic map that covered the full buying journey, but we prioritized the bottom and middle funnel first. That brought in people more likely to become SQLs. We then supported those pages with useful content that answers common questions.
High impact page types we built or rebuilt:
- Solution pages: workflow problems and outcomes, written in simple terms
- Use case pages: role based and department based needs
- Integration pages: how the product fits into common stacks
- Comparison pages: clear differences without harsh attacks
- Industry pages: only where the company had real fit and proof
Trust and Credibility: Why It Matters More in Healthcare SaaS
Healthcare buyers are careful. Even if they like a product, they need to trust the company before they talk to sales. We improved trust without making the site feel heavy or overly legal by adding clear proof, simple security and compliance language, and better explanations of how onboarding works.
We also strengthened on-page credibility signals, since both Google and users look for trust. This supported ranking stability and improved conversion rates. The result was not just more leads, but better leads.
Trust improvements we added:
- Clear “Who it is for” sections to reduce unqualified leads
- Proof points: outcomes, client stories, and measurable benefits
- Short compliance and security sections in plain language
- FAQ sections that address buyer doubts before a demo request
Conversion Improvements: Turning Search Visits Into SQLs
SEO did not stop at rankings. We treated conversion as part of the same system. We reviewed GA4 funnels and Hotjar behavior to find where people dropped off. Then we made small changes that removed friction without changing the brand voice.
We simplified the demo request flow, improved CTA placement, and made forms easier on mobile. We also added clearer next step messaging so people knew what happens after they book. That reduced hesitation and increased completion.
Conversion fixes included:
- Shorter demo form, fewer unnecessary fields
- Clear CTA labels: book a demo, request pricing, talk to a specialist
- Proof near CTAs: short testimonials and results highlights
- Faster page load on demo and solution pages
Month by Month Timeline: Work Done and Monthly SQL Growth in 2025
This section shows exactly what we did each month, along with monthly organic performance. All numbers were tracked in GA4, Search Console, and HubSpot, using the same setup across the entire timeframe.
June 2025: Audit, tracking cleanup, and foundation fixes
We started on June 10, 2025 with tracking checks and a full site audit. Demo request tracking was validated, and SQL stage changes were confirmed as visible in the CRM. Technical fixes and internal linking were then prioritized first, since those improvements strengthen every change that follows.
Work completed:
- GA4 and HubSpot lead source alignment
- Technical crawl and fix list created
- Internal linking improvements to key pages
June 2025 results:
- Organic sessions: 5,200
- Search Console clicks: 2,050
- MQLs from organic: 61
- SQLs from organic: 16
July 2025: Solution page rebuild and clearer search intent targeting
In July, we rebuilt core solution pages so they matched buyer intent searches. We cleaned titles, headings, and page sections, and we added clearer outcomes and proof. These pages started ranking for stronger terms because the structure became clearer.
Work completed:
- Rebuilt 4 core solution pages
- Added FAQs based on sales questions
- Improved internal links from blog to solutions
July 2025 results:
- Organic sessions: 6,100
- Search Console clicks: 2,470
- MQLs from organic: 74
- SQLs from organic: 21
August 2025: Use case pages and role based content launch
In August, we launched use case pages tied to real buyer roles and workflows. This brought in visitors searching with intent, like specific department needs and process problems. We also improved CTA placement on use case pages to guide demo actions.
Work completed:
- Published 6 use case pages tied to buyer roles
- Added clear “who it is for” sections to reduce junk leads
- Refined demo CTA placement and wording
August 2025 results:
- Organic sessions: 7,450
- Search Console clicks: 3,120
- MQLs from organic: 92
- SQLs from organic: 28
September 2025: Integration pages and comparison content
In September, we built pages around integration intent and competitor comparisons. These searches are often close to purchase because buyers are checking fit. We kept the tone fair and clear, and we added simple proof and next step prompts.
Work completed:
- Published 5 integration pages for common stacks
- Created 3 comparison pages focused on decision clarity
- Improved internal linking between solutions, use cases, and comparisons
September 2025 results:
- Organic sessions: 9,100
- Search Console clicks: 4,080
- MQLs from organic: 124
- SQLs from organic: 36
October 2025: Conversion work, form friction removal, and trust upgrades
October focused heavily on conversion rate. We reviewed recordings and funnels and found that many visitors hesitated at the demo form. We reduced friction, improved mobile form completion, and strengthened proof around CTAs.
Work completed:
- Demo form simplified and improved for mobile
- Proof sections added near CTAs on top landing pages
- Added “what happens next” messaging after booking
October 2025 results:
- Organic sessions: 10,850
- Search Console clicks: 5,120
- MQLs from organic: 156
- SQLs from organic: 44
November 2025: Content refresh and scaling what was already ranking
In November, we refreshed pages that were already close to top positions. We used Search Console queries to improve sections and add missing answers. This helped push multiple pages into top spots and increased click volume.
Work completed:
- Refresh of 8 top landing pages using real query data
- New FAQ additions where buyer doubts were common
- Internal linking tightened across the cluster
November 2025 results:
- Organic sessions: 12,300
- Search Console clicks: 5,960
- MQLs from organic: 182
- SQLs from organic: 52
December 2025: Consolidation, pruning, and stable SQL flow
In December, we focused on stability and clarity. We pruned thin pages, consolidated overlap, and strengthened the pages that were converting into SQLs. We also delivered a simple monthly maintenance plan the team could follow.
Work completed:
- Thin content cleanup and page consolidation
- Stronger CTAs on the top converting pages
- Reporting dashboard finalized for ongoing tracking
December 2025 results:
- Organic sessions: 13,900
- Search Console clicks: 6,480
- MQLs from organic: 210
- SQLs from organic: 60
Before vs After Proof: June 2025 vs December 2025
The clearest proof is the SQL count from organic search because it reflects sales verified lead quality. We compared the baseline month to the final month, using the same CRM stages and the same GA4 tracking.
Before vs after:
- SQLs from organic: 16 in June 2025 to 60 in December 2025
- Change: 275% increase
- Organic sessions: 5,200 to 13,900
- Search Console clicks: 2,050 to 6,480
- Demo request conversion rate from organic: 1.1% to 2.3%
Why This Worked: The Simple Explanation
This worked because we stopped chasing broad traffic and built pages that match buyer intent. The company started ranking for searches that people use when they are evaluating software, not just learning basics. Those visitors were more likely to request a demo and become SQLs.
It also worked because we improved trust and conversion at the same time. Healthcare SaaS buyers need clarity, proof, and an easy next step. When the site answered doubts early and the demo flow was smoother, more leads completed the journey.
Main drivers behind the growth:
- Clear solution and use case pages tied to real searches
- Integration and comparison pages for evaluation intent
- Better internal linking so buyers reached the right pages faster
- Trust sections that reduced hesitation and improved lead quality
- Form and CTA improvements that lifted conversion rate
What We Would Do Next After December 2025
If the company wanted to keep scaling into 2026, the next phase would focus on deeper industry pages, more integration coverage, and ongoing refresh work. We would also work with sales to identify which keyword themes produce the highest close rates, not just the most SQLs.
A realistic next phase plan:
- Publish 2 new integration pages per month based on demand
- Refresh 4 top landing pages monthly using Search Console queries
- Add 2 new buyer intent comparisons per quarter, only where it is fair
- Continue conversion testing on demo pages to lift completion rate
Final Summary
This healthcare SaaS company in Chandler partnered with Goforaeo in June 2025 and achieved a 275% increase in sales qualified leads from organic search by December 2025. SQLs grew from 16 per month to 60 per month, supported by GA4 conversion tracking, Search Console growth, and HubSpot lifecycle stage proof.
The results came from technical cleanup, buyer intent content, stronger trust signals, and conversion improvements that helped the right visitors turn into real sales conversations.