SEO Case Study: Boosted Landing Page Conversion from 1.6% to 3.4% in 8 Weeks for a B2B FinTech in New York
In March 2025, a New York based B2B FinTech partnered with Goforaeo because their main product landing page was getting steady traffic, but demo requests were not matching the opportunity. They had a strong offer, but the page was not doing its job for search users who were ready to evaluate vendors.
This SEO Case Study covers what we changed between March 3, 2025 and April 28, 2025 (8 weeks), what stayed the same, and the exact proof behind the jump from 1.6% to 3.4% landing page conversion rate.
Client background and starting point
This client sells a B2B FinTech platform used by finance teams and operations leaders. Their leads usually come from search, referrals, and partner pages, so the landing page had to build trust fast and answer product questions clearly.
They were not starting from zero. They already had a live website, a known brand in their niche, and a page that was ranking for a few valuable keywords.
What they sell and who they target
They provide a platform that helps mid market companies manage finance workflows. The main buyer was often a Head of Finance, Controller, CFO, or Operations lead, depending on the company size.
Typical lead intent looked like this:
- Comparing tools and pricing
- Checking security and compliance fit
- Looking for proof like reviews, customer logos, and case results
- Wanting a quick demo or a short call, not a long sales journey
What was happening on the landing page
The landing page had decent content, but it felt generic. The message was not matching the searches that were bringing users in.
On mobile, the hero section pushed key proof below the fold, the form felt heavy, and load speed was not great during peak times.
Measurement setup and baseline (with dates)
Before changing anything, we tightened tracking so the results would be clean and believable. We used the baseline period February 3, 2025 to March 2, 2025 to understand how the page performed with normal traffic and normal seasonality.
We made sure the conversion number meant the same thing before and after. No fuzzy definitions.
Baseline numbers we used (February 3, 2025 to March 2, 2025)
Primary conversion (counted):
- Demo request form submit confirmed on thank you page
Secondary conversions (tracked, not used for the headline):
- Click to call
- Book a meeting link click
- Pricing PDF download
Baseline landing page metrics:
- Landing page conversion rate: 1.6%
- Average time on page: 1 minute 06 seconds
- Mobile bounce rate (approx): 62%
- Form start to form submit drop off: high, especially on mobile
Lead volume snapshot (same 4 week baseline period):
- Landing page sessions: 8,420
- Demo requests attributed to the page: 135
- Estimated lead to sales qualified rate (from client CRM notes): around 18%
Tracking fixes we made in Week 1
We improved tracking in the first 7 days so every change after that could be judged fairly.
What we set up and verified:
- GA4 events for form view, form start, form submit, click to call, book demo click
- Google Tag Manager to manage all events cleanly
- UTM rules so paid and partner traffic did not pollute organic analysis
- Google Search Console page level queries to map intent and improve on page alignment
We also created a simple internal reporting view in Looker Studio, so the client could see weekly movement without needing to dig into tools.
What we found in the audit
We ran a combined SEO and CRO audit because this problem was not just traffic. It was traffic meeting a page that was not answering the right questions fast enough.
The audit happened between March 3, 2025 and March 7, 2025.
Search intent mismatch and message gaps
The page was ranking for a mix of informational and commercial terms. Some of those users were early stage, but many were ready to compare solutions.
Problems we saw:
- The hero headline sounded broad and could fit any FinTech
- The first screen did not say who it is for and what it replaces
- Key differentiators were buried far down the page
- The page did not use simple, direct language that matched query wording
We pulled real query phrases from Search Console and noticed a pattern. People were searching for:
- Alternatives to common tools
- Automated workflows
- Compliance, audit, and security fit
- Pricing expectations and implementation time
The page did not answer those quickly.
Technical and UX blockers
A few small blockers added up.
Main issues:
- Slow first load on mobile (especially images and third party scripts)
- Form felt long, and some fields were not needed for a first conversation
- CTA buttons looked similar to navigation buttons, so they did not stand out
- Proof elements (logos, security, testimonials) were not visible early enough
Content and trust gaps
Because it is FinTech, the trust bar is high. Users want to feel safe before they share work email and company details.
Missing or weak trust signals:
- Security badges and compliance notes were too vague
- No short proof points near the CTA
- Case outcomes were written like marketing, not like real numbers
- No clear “what happens after you submit” explanation
Strategy we used (simple and logical)
We did not “rebuild the whole website.” We focused on what moved conversion fastest while also supporting organic growth.
Our strategy had four parts:
- Match the page to high intent queries
- Reduce friction to submit the form
- Improve speed and mobile experience
- Increase trust with proof and clarity
Align the page to high intent keywords and pain points
We built a tighter message around what the product actually replaces and the outcomes it delivers. We used Search Console queries and sales call notes to write the page like a helpful product expert.
Key updates:
- Clear “who it is for” line in the hero section
- One sentence that explains the core workflow the product improves
- A simple “why switch” section that compares old process vs new process
Remove friction and make the form feel safe
We reduced the number of fields and improved the experience around the form. We also made the CTA feel lower pressure.
Changes included:
- Shorter form for first touch
- Strong privacy copy under the form
- A small “what you get in the demo” bullet list
- Added “no spam” promise in simple words
Improve speed and mobile layout
Better speed helps both SEO and conversion. We focused on the biggest wins first, not perfection.
Steps we took:
- Compressed and resized images
- Deferred non critical scripts
- Cleaned unused tracking tags
- Fixed mobile spacing so the page felt calm and readable
Build proof and internal linking that supports rankings
We added proof near the top, not buried. We also improved internal links from supporting pages so the landing page got stronger topical support.
Proof and trust items we added:
- Customer logos near the hero
- Short testimonial quote with role and company type
- Security and compliance section written in plain language
- Internal links from blog posts and feature pages pointing to this landing page
Work plan by month (2025) with what changed
This is the actual work sequence across the 8 weeks. We kept the plan simple, shipped changes weekly, and reviewed data every Monday.
March 2025 (Weeks 1 to 4)
In March, we focused on research, message clarity, and fast technical wins. We also ran the first round of CRO changes that did not require design heavy work.
What we shipped in March:
- Week 1 (March 3, 2025 to March 9, 2025)
- SEO and CRO audit completed
- Tracking and events finalized in GA4 and Tag Manager
- Query and intent mapping done using Search Console
- SEO and CRO audit completed
- Week 2 (March 10, 2025 to March 16, 2025)
- Rewrote hero section and first 2 scroll sections
- Added “who it is for” and “what it solves” blocks
- Updated CTA copy to be more direct and less salesy
- Rewrote hero section and first 2 scroll sections
- Week 3 (March 17, 2025 to March 23, 2025)
- Improved page speed basics (image compression, script cleanup)
- Added customer logos and 1 short testimonial near the top
- Simplified form fields after reviewing CRM usage
- Improved page speed basics (image compression, script cleanup)
- Week 4 (March 24, 2025 to March 30, 2025)
- Added FAQ section based on real objections from sales calls
- Tightened H1, title tag, and meta description to match intent
- Added internal links from 6 supporting pages
- Added FAQ section based on real objections from sales calls
March performance snapshot (month view):
- Landing page sessions: 8,910
- Demo requests attributed to the page: 206
- Conversion rate: 2.3% (up from 1.6%)
- Mobile conversion rate improved the most after form and layout changes
What mattered in March:
- The page started to “feel” specific to the buyer
- Users got trust signals earlier
- Fewer people dropped off mid form
April 2025 (Weeks 5 to 8)
In April, we pushed deeper on CRO and on page clarity. We also ran controlled tests on CTA placement and proof blocks.
What we shipped in April:
- Week 5 (March 31, 2025 to April 6, 2025)
- Added “How implementation works” section
- Added 3 proof bullets with real outcomes supplied by the client
- Cleaned above the fold layout for mobile readability
- Added “How implementation works” section
- Week 6 (April 7, 2025 to April 13, 2025)
- Tested CTA button copy variations
- Added a sticky mobile CTA that did not block content
- Improved internal anchor links for easier scanning
- Tested CTA button copy variations
- Week 7 (April 14, 2025 to April 20, 2025)
- Expanded FAQ with security and compliance answers
- Improved schema basics (Organization and FAQ where applicable)
- Reduced page weight further and improved Core Web Vitals signals
- Expanded FAQ with security and compliance answers
- Week 8 (April 21, 2025 to April 28, 2025)
- Final polish on messaging consistency across sections
- Adjusted form error handling and reduced friction on validation
- Final review of query alignment and snippet performance
- Final polish on messaging consistency across sections
April performance snapshot (month view):
- Landing page sessions: 9,320
- Demo requests attributed to the page: 317
- Conversion rate: 3.4%
- Higher intent keyword traffic increased, and it converted better than general traffic
What mattered in April:
- We removed uncertainty for the buyer
- We made the next step feel easy
- We proved the product was credible fast
Before vs after proof (the numbers)
Here is the clean comparison we used, with equal length windows and consistent tracking.
Baseline window (4 weeks):
- February 3, 2025 to March 2, 2025
- Conversion rate: 1.6%
- Sessions: 8,420
- Demo requests: 135
After window (final 4 weeks of the project):
- April 1, 2025 to April 28, 2025
- Conversion rate: 3.4%
- Sessions: 9,120
- Demo requests: 310
What changed, in plain terms
Conversion rate:
- Before: 1.6%
- After: 3.4%
- Net lift: +1.8 percentage points
- Relative improvement: a little more than double
Lead volume:
- Before: 135 demo requests
- After: 310 demo requests
- Change: +175 additional demo requests in a comparable period
Quality notes (from CRM feedback, not just analytics):
- More leads matched target company size
- Fewer “student research” or unrelated submissions
- Sales team reported better first call context because the page explained the product clearly
SEO impact we saw during the same timeframe
This project was conversion led, but we still saw SEO gains because the page became more aligned to search intent.
What improved:
- Better engagement signals (time on page, scroll depth)
- More clicks from queries with clear buying intent
- Improved internal linking helped the page hold rankings more consistently
We also noticed that some supporting pages started sending better traffic once internal links and CTA paths were cleaned up.
Tools we used (and how we used them)
We used a simple tool stack that covers measurement, SEO research, UX insights, and testing. We avoided tool overload and focused on tools that help decisions.
Analytics and tracking:
- GA4 for conversion tracking and segment analysis
- Google Tag Manager for event setup and clean rule control
- Looker Studio for weekly reporting dashboards
SEO research and audits:
- Google Search Console for queries, page performance, and indexing checks
- Ahrefs for keyword research, competitor checks, and internal link ideas
- Screaming Frog for technical crawl, tag review, and structure issues
UX and CRO insights:
- Hotjar and Microsoft Clarity for heatmaps, scroll maps, and session replays
- PageSpeed Insights and Lighthouse for speed and Core Web Vitals diagnosis
Testing and collaboration:
- VWO (or a similar testing tool) for lightweight CTA and layout tests
- Google Docs and Figma for copy review and quick layout planning
- Slack or email for fast approvals and weekly updates
What made the biggest difference
A lot of small improvements helped, but a few changes clearly carried most of the lift.
Top drivers:
- Moving trust higher on the page (logos, proof, security clarity)
- Shortening and simplifying the form
- Rewriting the hero to match real search intent and buyer language
- Making mobile reading easier with better spacing and faster load
Small changes that also helped:
- Clear “what happens next” under the CTA
- FAQ written from real objections, not generic questions
- Internal links that sent more qualified users to the page
Takeaways you can copy for your own landing page
If your landing page gets traffic but not enough leads, these steps usually work in B2B, especially in finance and SaaS.
Practical checklist:
- Write the first screen for one clear buyer, not everyone
- Add proof within the first two scrolls
- Reduce form fields and explain what happens after submit
- Improve speed on mobile before doing fancy redesign work
- Use Search Console queries to shape headings and section order
- Track form start, form submit, and drop off so you know what is broken
- Make internal links part of the plan, not an afterthought
About Goforaeo
At Goforaeo, we work on SEO that connects to revenue, not just rankings. For this New York B2B FinTech, the biggest win came from combining search intent, page clarity, and conversion focused changes, all shipped fast and measured cleanly.