SEO Case Study: 4X “Book a Call” Leads in 6 Months for a B2B Fractional CFO Firm in Miami
In March 2025, a B2B fractional CFO firm in Miami partnered with Goforaeo to turn their website into a steady source of qualified “Book a Call” leads. They already had strong finance experience and happy clients, but search traffic and booked calls were not consistent month to month.
Over the next six months, the firm multiplied “Book a Call” leads by 4X, while also improving lead quality and building a stronger local presence in Miami for founder focused finance support.
Project snapshot and dates:
This campaign ran from March 2025 to August 2025, with February 2025 used as the baseline month before the main work started.
Key details:
- Location: Miami, Florida
- Business type: B2B fractional CFO services for growth stage companies
- Timeframe: March 2025 to August 2025
- Primary conversion tracked: “Book a Call” submissions through the scheduling page
- Result: Book a Call leads increased from 18 in February 2025 to 74 in August 2025
Starting point in Miami:
Before the campaign, the firm had a clean looking site, a small blog, and a booking link. They also had referrals coming in, but organic search was not pulling its weight.
The problem was not effort. The problem was structure.
Most pages were written like a general finance brochure, not like a clear solution for founders searching for help with cash flow, reporting, and investor readiness.
Baseline performance in February 2025:
- Organic sessions: 920
- Book a Call leads from organic: 18
- Organic conversion rate to booked calls: about 2.0 percent
- Keywords in top 3 positions for Miami based intent: 3
- Branded search was doing fine, but non branded local and service searches were weak
What was holding growth back:
The audit that Goforaeo completed in early March 2025 found a few clear gaps.
Main gaps:
- The service pages were too broad, so Google and users could not tell who the firm was best for
- The “Book a Call” path had friction, too many steps before the calendar
- Trust signals were present, but not placed where decision makers needed them
- Local signals for Miami were light, especially for searches that included “Miami” or “near me” style intent
- Content was not targeting high intent queries like “fractional CFO for SaaS” or “cash flow forecasting help”
How we defined success and tracked it:
We focused on revenue driven actions, not vanity numbers. That meant the main measurement was booked calls, plus supporting metrics that show lead quality and intent.
What we tracked every month:
- Book a Call submissions
- Calls that actually happened, not just booked
- Organic sessions and key landing pages
- Google Search Console clicks and impressions for non branded terms
- Keyword movement for Miami and service intent queries
- Conversion rate improvements on the booking flow
Tracking setup in March 2025:
- Google Analytics 4 for sessions and conversion events
- Google Search Console for search visibility, clicks, and queries
- Scheduling analytics from the booking tool to confirm booked calls
- Call tracking for phone leads that came from the site
- Looker Studio reporting so the team and owner had one simple monthly view
SEO strategy used by Goforaeo:
This campaign was built on a simple plan that matched how founders buy fractional CFO help. People search when they feel pressure, like cash is tight, reporting is messy, or they need help preparing for funding.
We used four core parts of SEO, and we kept each part active every month.
Part 1: Fix the foundation first:
In the first few weeks, we tightened technical and on site basics so search engines could crawl the site cleanly and users could move fast.
Key improvements:
- Fixed indexing issues for a few important pages that were not being picked up consistently
- Cleaned up internal links so service pages supported each other
- Improved mobile speed on the booking and service pages
- Added clear tracking for every step of the booking process
This work rarely looks exciting, but it prevents the “content but no results” problem.
Part 2: Rebuild service pages for real buying intent:
The biggest change came from rewriting and expanding the pages that should convert the most. Founders do not search for “finance support”. They search for outcomes.
We reorganized and expanded the core pages around what people actually want:
- Fractional CFO services
- Cash flow forecasting and runway planning
- Monthly reporting and KPI dashboards
- Budgeting and planning support
- Investor and lender readiness support
- Cleanup and process building for finance operations
Each core page was improved with:
- Simple language and clear positioning
- A short “who this is for” section
- Bullets for common problems we solve
- A basic process overview so buyers know what happens after the call
- Proof blocks like results highlights, client logos, and short testimonials
- Strong internal links pointing toward the booking page
Part 3: Build Miami local relevance without making it spammy:
Even though fractional CFO work can be remote, Miami intent matters. Many founders still prefer someone who understands local networks, local lenders, and the Miami business scene.
Local SEO actions included:
- Strengthening the Miami location signals across key pages
- Improving and fully completing the Google Business Profile
- Adding consistent business details across high trust directories
- Adding local content angles like Miami startup finance topics and Miami based client examples
The goal was not to stuff “Miami” everywhere. The goal was to make location obvious and real.
Part 4: Publish content that earns trust and rankings:
For B2B finance services, content needs to do two things:
- Rank for strong intent searches
- Build trust so the reader feels safe booking a call
We created content around common founder pain points:
- Cash flow forecasting templates and how to use them
- What a fractional CFO actually does, and when to hire one
- How to prep monthly reporting for investors
- Mistakes that hurt runway in fast growth companies
- How to choose between controller, CFO, and fractional CFO help
Every piece was linked into the service pages, and each service page linked back to the content. This made the site feel like a complete resource, not a set of random blogs.
Month by month plan and performance:
Below is the month by month work from March 2025 to August 2025, with key metrics and the main actions completed. The numbers are focused on organic search driven “Book a Call” leads, since that was the core conversion.
March 2025: audits, tracking, and quick wins:
March 2025 was about building a clean baseline and removing obvious friction.
Actions completed:
- Full SEO and conversion audit
- GA4 conversion events set up for booking clicks and completed bookings
- Search Console cleanup and indexing checks
- Booking flow simplified so fewer clicks were needed to reach the calendar
- First rewrite pass on the main fractional CFO service page
Results in March 2025:
- Organic sessions: 1,050
- Book a Call leads: 24
- Conversion rate: about 2.3 percent
- Keywords in top 3 positions: 4
April 2025: service page rebuild and positioning clarity:
April 2025 focused heavily on conversion pages, because that is where SEO money is made.
Actions completed:
- Rebuilt four core service pages with stronger intent targeting
- Added “who we help” blocks for SaaS, agencies, and professional services
- Added proof blocks and trust signals above the first call to action
- Added internal links from every service page to the booking page
Results in April 2025:
- Organic sessions: 1,320
- Book a Call leads: 31
- Conversion rate: about 2.4 percent
- Keywords in top 3 positions: 6
May 2025: Miami local SEO and authority signals:
May 2025 built local relevance and improved visibility for Miami related searches.
Actions completed:
- Updated Google Business Profile services, categories, and description
- Added fresh photos and a short monthly post in the profile
- Built and cleaned citations across key directories
- Created a Miami focused page that spoke to the local founder market in a natural way
Results in May 2025:
- Organic sessions: 1,680
- Book a Call leads: 39
- Conversion rate: about 2.3 percent
- Keywords in top 3 positions: 9
June 2025: content that targets high intent searches:
June 2025 was about ranking for searches that show urgency and buying intent.
Actions completed:
- Published five content pieces based on sales calls and real questions
- Built topic clusters that linked content to the right service pages
- Expanded FAQs across two top converting pages
- Added comparison style sections like “fractional CFO vs in house CFO”
Results in June 2025:
- Organic sessions: 2,080
- Book a Call leads: 49
- Conversion rate: about 2.4 percent
- Keywords in top 3 positions: 12
July 2025: conversion improvements and better lead quality:
By July 2025, rankings were improving and traffic was growing. Now we tightened conversion and lead quality.
Actions completed:
- Improved page headlines to match what founders search
- Added a short pre call checklist so leads came in more prepared
- Added clearer pricing guidance ranges where possible, to reduce bad fit bookings
- Updated CTAs site wide to keep language consistent with “Book a Call”
Results in July 2025:
- Organic sessions: 2,460
- Book a Call leads: 62
- Conversion rate: about 2.5 percent
- Keywords in top 3 positions: 16
August 2025: scale what worked and expand into niche queries:
August 2025 focused on expanding into niches that brought in higher value calls.
Actions completed:
- Added industry focused landing sections for SaaS and multi location service firms
- Published three advanced guides for runway planning and board reporting
- Strengthened internal links to push authority into the highest converting pages
- Continued Google Business Profile updates with posts and review responses
Results in August 2025:
- Organic sessions: 2,850
- Book a Call leads: 74
- Conversion rate: about 2.6 percent
- Keywords in top 3 positions: 19
Before vs after proof:
This is the cleanest comparison, using February 2025 as the before month and August 2025 as the after month.
Book a Call leads:
- Before in February 2025: 18 Book a Call leads from organic
- After in August 2025: 74 Book a Call leads from organic
That is a bit more than 4X growth in six months.
Organic traffic growth:
- Before in February 2025: 920 organic sessions
- After in August 2025: 2,850 organic sessions
Traffic grew, but more importantly, the traffic became more focused on service intent pages that actually convert.
Conversion rate improvement:
- Before in February 2025: about 2.0 percent
- After in August 2025: about 2.6 percent
This increase may look small on paper, but it mattered because it stacked on top of traffic growth. Better traffic plus better conversion equals strong lead growth.
Ranking proof that supported lead growth:
Over the campaign, the firm gained strong visibility for searches that show real intent, including Miami terms and service terms. The clearest measurable change was top of page rankings.
- Keywords in top 3 positions: moved from 3 in February 2025 to 19 in August 2025
- Service page clicks increased month over month as internal linking and content clusters improved
Why this worked for a B2B fractional CFO firm:
Many finance firms publish content, but they still do not get booked calls. In this campaign, the difference came from matching SEO to the way a founder makes a decision.
Key reasons the strategy worked:
- We did not chase random blog traffic
- We improved the pages that convert before publishing a lot of content
- We used proof and clarity to reduce buyer fear
- We built local Miami relevance in a natural way
- We tracked every booking, so we could double down on what actually produced calls
Tools used during the campaign:
We kept tools simple, but we used them consistently.
Core tracking and reporting tools:
- Google Analytics 4: conversion tracking for booking actions
- Google Search Console: query data, index monitoring, and page performance
- Looker Studio: monthly dashboard reporting
- Scheduling platform analytics: booked calls, show rate, and booking source notes
- Call tracking tool: tracked phone calls that came from organic pages
SEO and optimization tools:
- Site crawler tool: technical audits and broken link checks
- Keyword research tool: competitor gap research and intent mapping
- Content optimization checks: on page structure, headings, and internal linking
- Local listing management tool: business listings accuracy and consistency
What Goforaeo delivered each month:
To make this SEO Case Study useful, here is the simple monthly delivery pattern we followed. This is the kind of routine that keeps SEO honest and produces steady results.
Monthly work rhythm:
- Technical checks and indexing review
- One to two service page improvements based on data
- Two to five content pieces depending on priority
- Internal linking updates so new content helped money pages
- Google Business Profile updates and review management
- Reporting, call review notes, and next month planning
Takeaways for other B2B firms in Miami:
If you are a Miami based professional service firm and your site is not producing calls, this SEO Case Study shows a practical path.
What to copy:
- Track the real conversion, not just traffic
- Build strong service pages with clear words and proof
- Create content around buying intent and pain points
- Use local SEO signals even if you can serve clients remotely
- Improve conversion rate so traffic gains turn into bookings