SEO Case Study: How a Financial Services Firm Increased Lead Conversions by 210%
On May 5, 2025, a Newark based financial services firm partnered with Goforaeo to improve how they showed up on Google for high intent searches. They had good client results and strong expertise, but their website was not turning organic traffic into booked calls consistently. This case study shares the exact 2025 timeline, monthly actions, and before vs after proof based on tracked leads.
Timeframe: May 5, 2025 to November 25, 2025.
Location: Newark, New Jersey, focused on Newark, Essex County, and nearby commuter areas.
Business context: what they offered and what counted as a lead conversion
The firm provided financial planning and advisory services for individuals and small business owners. Most serious leads came from people searching for help with long term planning, not casual readers looking for general finance tips. That meant SEO had to target intent and trust, not just traffic.
For this campaign, a lead conversion meant a tracked action from organic search that showed real interest. We used clean tracking rules so the numbers stayed genuine and comparable from start to finish.
Lead conversions counted:
- Completed “Request a Consultation” form from organic traffic
- Booked call using the scheduling link from organic traffic
- Qualified phone call from organic traffic longer than 75 seconds
Baseline: where performance stood in May 2025
We captured a baseline from May 5 to May 31, 2025 to keep the comparison clean. The site already had a few blogs and service pages, but they were not aligned to the terms people actually search. Several pages were also too similar, which diluted rankings.
Baseline metrics for May 5 to May 31, 2025:
- Organic sessions: 4,950
- Lead conversions from organic: 35
- Organic conversion rate: 0.71 percent
- Keywords in top 3 positions: 5
- Keywords in top 10 positions: 28
- Google Business Profile actions from discovery searches: 420 actions
What was blocking growth
Financial services SEO is a trust based game, especially because it sits in a “your money” category. Even when you rank, people will not convert if they do not feel safe, clear, and confident on the page. The baseline audit showed a few gaps that were limiting both rankings and conversions.
Main issues we found:
- Service pages were short and did not answer common decision questions
- Trust signals were present but not easy to see quickly on mobile
- Local relevance for Newark was inconsistent across the site and listings
- Several pages competed for the same keywords, causing ranking instability
- Calls to action were weak, and the booking path had too many steps
Strategy overview: how we made SEO produce more qualified leads
We used a straightforward plan: fix the technical base, build a clear page structure, create service pages that match search intent, and strengthen trust. Then we improved the conversion path so the right visitors took action.
Because this is financial services, we were careful with compliance friendly writing. We avoided unrealistic promises and focused on clear explanations, process, credentials, and what clients can expect when they contact the firm.
Tools used: how we tracked and improved results
We used tools that kept the work measurable month by month. Every change was tied to rankings, traffic quality, or lead conversion actions, not vanity metrics.
Tracking and reporting tools:
- Google Analytics 4: organic sessions, lead conversions, conversion rate
- Google Tag Manager: event tracking for forms, schedule clicks, phone clicks
- Looker Studio: monthly reporting dashboard and trend tracking
- CallRail: qualified call tracking and attribution
SEO research and audits:
- Google Search Console: queries, pages, indexing, click through rate
- Screaming Frog: crawl checks, redirects, metadata, thin content fixes
- Ahrefs: keyword research, competitor gaps, link monitoring
- PageSpeed Insights and Lighthouse: mobile speed and usability checks
Local SEO tools and checks:
- Google Business Profile manager: posts, services, photos, Q and A
- Citation review and cleanup across key business directories
Month by month execution and results: May 2025 to November 2025
This campaign ran from May 5 through November 25, 2025 with consistent monthly delivery. The numbers below reflect organic search only, and lead conversions follow the same definition throughout.
May 2025: baseline, tracking cleanup, and full site audit
We started by tightening tracking so every lead was counted the same way all year. The site structure was audited, indexing was reviewed, and keywords were mapped to pages so each service had one clear ranking target. We also reviewed competitor pages that were winning in Newark searches.
Work completed in May:
- GA4 and Tag Manager events for forms, calls, and schedule clicks
- Full crawl audit and index review
- Keyword to page map for core services and Newark intent terms
May results:
- Organic sessions: 4,950
- Lead conversions: 35
June 2025: fix page overlap and rebuild service page structure
June focused on cleaning up confusion for both Google and users. We merged overlapping pages and redirected weaker URLs to stronger ones so rankings stopped splitting. Then we rewrote primary service pages with clearer sections and stronger local relevance.
Work completed in June:
- Page consolidation and redirects to reduce keyword cannibalization
- Rebuilt core service pages with clear headings and simple explanations
- Improved internal linking from blogs to service pages
June results:
- Organic sessions: 5,620
- Lead conversions: 44
- Keywords in top 3: 7
July 2025: Newark local SEO upgrades and Google Business Profile work
In July we strengthened local signals, because many searches for financial services trigger local results. We improved Google Business Profile content, added consistent service details, and cleaned citations so the firm’s name, address, and phone details matched everywhere.
Work completed in July:
- Google Business Profile updates: categories, services, photos, weekly posts
- Citation cleanup across major directories
- Added Newark focused content sections on key pages in a natural way
July results:
- Organic sessions: 6,480
- Lead conversions: 56
- Google Business Profile actions: 610 actions
August 2025: content that matches high intent searches
August focused on intent based content that supports real decisions. We built pages and supporting guides around terms people use when they are comparing firms and preparing to book a consultation. We kept the writing simple and added helpful FAQs that match real search questions.
Work completed in August:
- Added focused pages for key services plus Newark intent language
- Published supporting articles that answer comparison and planning questions
- Added internal links and “next step” blocks to move readers to booking
August results:
- Organic sessions: 7,540
- Lead conversions: 69
- Keywords in top 10: 54
September 2025: trust upgrades for financial services pages
In September we improved trust elements across the site, because this industry needs strong credibility signals. We made credentials easier to confirm, improved author and firm information, and clarified processes. We also tightened page copy to remove vague lines and add clear, calm messaging.
Work completed in September:
- Added clearer trust proof: team experience, process steps, compliance friendly notes
- Improved about page and team pages so visitors can verify credibility
- Added structured FAQs and improved page layouts for mobile readers
September results:
- Organic sessions: 8,620
- Lead conversions: 82
- Organic conversion rate: 0.95 percent
October 2025: conversion optimization and faster booking flow
October was about turning more of the existing traffic into leads. We improved the “book a call” journey, made calls to action clearer, and reduced friction on forms. We also tested placement of phone and schedule buttons so users could choose how they want to contact the firm.
Work completed in October:
- Form simplification and clearer scheduling flow
- Stronger calls to action on top landing pages
- Hotjar review to find drop offs, then layout changes to fix them
October results:
- Organic sessions: 9,980
- Lead conversions: 94
- Qualified calls from organic: up 38 percent vs September
November 2025: scale what worked and refresh pages using Search Console data
From November 1 to November 25, we focused on refining top pages and scaling proven patterns. We used Search Console query data to improve titles, headings, and FAQs for pages that had impressions but needed more clicks. We also improved internal linking so authority flowed toward the pages that convert best.
Work completed in November:
- Refresh of key pages based on real query data
- Title and meta description improvements to lift click through rate
- Internal linking sprint across service pages and top guides
November results:
- Organic sessions: 11,260
- Lead conversions: 109
- Keywords in top 3: 17
Before vs after proof: the lead conversion lift
We compared the baseline period to the final campaign period using the same conversion rules and tracking setup. May 5 to May 31, 2025 produced 35 lead conversions from organic search. November 1 to November 25, 2025 produced 109 lead conversions from organic search.
That is a 210 percent increase in organic lead conversions, based on consistent tracking. Organic sessions also grew from 4,950 to 11,260, showing that visibility improved while conversion performance improved too. The growth was not a one week spike, it followed steady monthly improvements.
Supporting proof points that matched the lead lift:
- Organic conversion rate: 0.71 percent to 0.97 percent
- Keywords in top 3: 5 to 17
- Google Business Profile actions: 420 to 860 actions in November
Why this worked in financial services: the simple explanation
The biggest change was trust plus clarity. The firm started showing up for better searches, but it also started answering the questions people ask before they contact a financial services provider. When visitors understand the process, see credibility quickly, and feel no pressure, they are more likely to book.
The second reason is local intent coverage. Newark searches often include city terms, nearby areas, and “near me” style phrases. Once the site and business listings were consistent, the firm started appearing more reliably in local results, and that traffic converts well.
The third reason is conversion flow. We removed extra steps, improved mobile usability, and made it easy to choose a call, a form, or a scheduled consult. Small changes here produced real lifts because financial services visitors are cautious and do not like friction.
Trust building updates that mattered most
These changes were not flashy, but they reduced doubt and increased conversions month after month:
- Clear “what happens next” sections on service pages
- Stronger team and firm information so visitors can verify credentials
- Simple FAQs that address fees, first meeting, timelines, and fit
- Compliance safe writing that avoids hype and focuses on process
What we would do next after November 25, 2025
Next, we would expand into more service area intent based on search data, such as specific nearby locations where people already search for advisors. We would also build more comparison style pages that help prospects choose between options, written carefully and responsibly.
We would continue quarterly content refresh work using Search Console data, because finance queries shift with seasons and current concerns. Finally, we would maintain steady authority building through relevant partnerships, local mentions, and high quality citations, avoiding risky link tactics.
Key takeaways for firms that want better SEO leads in Newark
This case study shows that SEO in financial services works best when it focuses on intent, trust, and a smooth booking path. More traffic helps, but the conversion lift comes from credibility, clarity, and simple next steps.