SEO Case Study: Boosted “Schedule a Demo” Leads by 220% in 7 Months for a B2B BI Platform in Seattle
A Seattle based B2B BI platform partnered with Goforaeo in 2025 because their product was strong, but their inbound demo flow was inconsistent. They were getting traffic and a few demos, yet most visitors were not taking the next step.
This SEO Case Study breaks down what we changed month by month, how we measured it, and why the results improved in a steady and repeatable way.
Quick overview:
This project was focused on turning existing demand into booked demos through clearer messaging, better pages, smarter SEO, and cleaner tracking. We also improved the follow up system so “demo intent” leads did not go cold.
- Location: Seattle, Washington, United States
- Company type: B2B BI platform for operations and revenue teams
- Dates: January 8, 2025 to July 31, 2025
- Timeframe: 7 months
- Primary KPI: “Schedule a Demo” leads (form submissions and calendar bookings)
- Secondary KPIs: Demo page conversion rate, sales qualified demo rate, cost per demo lead, pipeline influenced by organic
- Team: 1 growth lead and 1 SEO strategist from Goforaeo, client had 1 marketing manager, 1 SDR lead, 1 engineer on support
Starting point in January 2025:
In the first two weeks, we audited the full demo journey. We reviewed search intent, landing pages, forms, routing, email follow ups, and the sales handoff.
The platform had strong features, but the website was not helping visitors understand where it fit and why a demo was worth booking right now.
Baseline metrics: January 2025:
These numbers were pulled from their CRM and analytics for January 1 to January 31, 2025.
- Website sessions: 38,400
- “Schedule a Demo” leads: 50
- Demo lead rate: 0.13% of sessions
- Demo page conversion rate: 0.72%
- Sales accepted demos: 31
- Sales qualified demos after first call: 14
- Avg time to first response after form fill: 19 hours
- No show rate for booked demos: 28%
What was holding results back:
We found several issues that were simple, but expensive.
- The “Schedule a Demo” message was not clear on most pages, so people were unsure what happens next
- The demo page had too many words, not enough proof, and weak role based examples
- The form asked for extra fields, which lowered completions on mobile
- Content was not mapped to high intent BI searches, so traffic quality was mixed
- Tracking was incomplete, so the team could not see which pages actually created demos
What we focused on:
We did not treat this as a one page redesign. We treated it as a full system: attract the right visitors, answer their questions fast, then make the demo step feel easy and safe.
Our approach had four parts, and every part had weekly actions tied to numbers.
Strategy pillars:
- Intent focused SEO: more “looking to buy” traffic, not only “learning” traffic
- Page improvements: clearer value, tighter copy, stronger proof, better CTAs
- Conversion flow: shorter forms, better routing, faster follow up, fewer no shows
- Measurement: clean tracking so we could scale what worked and cut what did not
Month by month work and monthly results:
We shipped improvements every week. Each month had a theme, but we did not wait for big launches.
Below is the month by month data with the main work done in that same month.
January 2025: Fix tracking and rebuild the demo page foundation:
This month was about seeing the funnel clearly and removing obvious friction.
Work completed in January 2025:
- Set up a clean event map: demo button clicks, demo page views, form starts, form submits, calendar bookings, no shows, meeting completed
- Fixed UTM and source tracking so CRM matched analytics
- Rebuilt the “Schedule a Demo” page with simpler copy and clearer sections:
- Who it is for
- What you will see in 20 minutes
- Real outcomes and proof points
- Who it is for
- Reduced form fields from 8 to 5 and added smart defaults where possible
- Added a short “what happens after you submit” section to reduce hesitation
- Updated the top navigation CTA so it was consistent across pages
January 2025 performance:
- Website sessions: 38,400
- “Schedule a Demo” leads: 50
- Demo page conversion rate: 0.72%
- Avg response time: 19 hours
February 2025: Build high intent pages and improve CTA placement:
In February we focused on capturing demand that already existed. Many visitors were comparing tools and searching for specific BI use cases.
Work completed in February 2025:
- Built 5 high intent landing pages:
- BI for operations dashboards
- BI for revenue reporting
- Self service BI for non technical teams
- BI platform for data consolidation
- Executive KPI dashboards for leadership
- BI for operations dashboards
- Added role based CTA blocks inside product pages and core blogs
- Wrote 10 supporting internal links from relevant articles to demo intent pages
- Improved page speed and reduced layout shifts on the demo page
- Set up a basic SDR routing rule: faster response for high intent sources
February 2025 performance:
- Website sessions: 40,200
- “Schedule a Demo” leads: 62
- Demo lead rate: 0.15%
- Demo page conversion rate: 0.86%
- Avg response time: 14 hours
March 2025: Create comparison and alternative pages that convert:
March was about meeting buyers where they were. Many BI buyers search “tool vs tool” and “best BI platform for” queries before booking a demo.
Work completed in March 2025:
- Published 6 comparison pages based on real sales competitor notes
- Added “best for” and “not a fit for” lines to reduce weak leads
- Added proof blocks on demo and landing pages:
- Short customer quotes
- Quick metrics
- Security and compliance basics in plain language
- Short customer quotes
- Created 3 new case story pages with clear outcomes and screenshots
- Set up a simple 3 email follow up sequence for demo leads:
- Email 1 within 10 minutes
- Email 2 next day with role based proof
- Email 3 on day 3 with a short “pick a time” prompt
- Email 1 within 10 minutes
March 2025 performance:
- Website sessions: 43,700
- “Schedule a Demo” leads: 78
- Demo lead rate: 0.18%
- Demo page conversion rate: 1.02%
- Avg response time: 6 hours
- No show rate: 25%
April 2025: Improve qualification without killing volume:
By April the leads were growing. Now we wanted more of those leads to become real meetings and real opportunities.
Work completed in April 2025:
- Added a two step demo flow for better completion:
- Step 1: short form
- Step 2: pick a time
- Step 1: short form
- Added a “choose your role” dropdown so the page copy below changed based on role
- Added a light qualification question that did not feel invasive:
- “What are you trying to improve first”
- “What are you trying to improve first”
- Created a dedicated “BI implementation timeline” page to answer a common concern
- Worked with SDR lead on faster response rules:
- High intent pages routed within 30 minutes during business hours
- High intent pages routed within 30 minutes during business hours
- Reduced no show risk with a calendar confirmation email and a short reminder
April 2025 performance:
- Website sessions: 46,900
- “Schedule a Demo” leads: 98
- Demo lead rate: 0.21%
- Demo page conversion rate: 1.22%
- Avg response time: 2.5 hours
- No show rate: 22%
May 2025: Scale what is working with a content cluster:
May was about building momentum. We used the pages that were converting to guide the next content plan.
Work completed in May 2025:
- Built a BI “use case” cluster:
- 12 new pages and articles tied to demo intent keywords
- 12 new pages and articles tied to demo intent keywords
- Refreshed older high traffic blogs with:
- Clearer CTAs
- Better internal links
- Updated examples
- Clearer CTAs
- Added a short “see it in action” CTA section to 15 product related pages
- Created a simple lead magnet for medium intent traffic:
- KPI dashboard templates
- With a follow up CTA to book a demo
- KPI dashboard templates
- Added trust sections that mattered for BI buyers:
- Data security basics
- Permissions model
- Integration list in plain words
- Data security basics
May 2025 performance:
- Website sessions: 49,800
- “Schedule a Demo” leads: 120
- Demo lead rate: 0.24%
- Demo page conversion rate: 1.41%
- Sales accepted demos: 74
- No show rate: 19%
June 2025: Reduce drop offs and improve sales handoff:
June was about tightening the middle. Leads were coming in, but some were not scheduling quickly, and some meetings were not moving forward.
Work completed in June 2025:
- Added on page answers for top objections found in sales calls:
- “Do you replace our warehouse”
- “How long does setup take”
- “Can non technical teams build dashboards”
- “Do you replace our warehouse”
- Added a short “demo agenda” section to reduce uncertainty
- Improved meeting quality with a pre demo question in the confirmation email:
- “Share one dashboard you want to build”
- “Share one dashboard you want to build”
- Reduced friction on mobile:
- Larger form fields
- Cleaner spacing
- Faster load time
- Larger form fields
- Set up lead scoring signals for SDR priority:
- Viewed 2+ intent pages
- Read comparison page
- Visited pricing
- Viewed 2+ intent pages
June 2025 performance:
- Website sessions: 52,300
- “Schedule a Demo” leads: 142
- Demo lead rate: 0.27%
- Demo page conversion rate: 1.58%
- Avg response time: 1.2 hours
- No show rate: 17%
July 2025: Lock in the new baseline and push the final lift:
July was about making the system stable. We focused on small improvements that compound, and on making sure tracking stayed clean.
Work completed in July 2025:
- Ran weekly checks on tracking and CRM attribution to avoid data drift
- Updated the top 10 landing pages with clearer above the fold messaging
- Added 8 new internal links per week from fresh content to high intent pages
- Expanded comparison pages based on new competitor questions
- Improved demo CTA copy in simple language:
- “See your data in one view”
- “Walk through a real dashboard”
- “See your data in one view”
- Built a short FAQ section based on real support questions
July 2025 performance:
- Website sessions: 55,600
- “Schedule a Demo” leads: 160
- Demo lead rate: 0.29%
- Demo page conversion rate: 1.76%
- Sales accepted demos: 101
- No show rate: 15%
Before vs after proof:
To keep this honest, we compared the baseline month to the final month using the same tracking rules.
- Before period: January 1 to January 31, 2025
- After period: July 1 to July 31, 2025
Primary metric:
- “Schedule a Demo” leads:
- Before: 50
- After: 160
- Improvement: 220% increase over 7 months
- Before: 50
Supporting metrics that explain the lift:
- Demo page conversion rate:
- Before: 0.72%
- After: 1.76%
- Before: 0.72%
- Demo lead rate across the site:
- Before: 0.13%
- After: 0.29%
- Before: 0.13%
- Avg time to first response:
- Before: 19 hours
- After: 1.2 hours
- Before: 19 hours
- No show rate:
- Before: 28%
- After: 15%
- Before: 28%
Why the strategy worked:
This result happened because we improved the full journey, not just one touchpoint. We aligned what people searched for with what the site promised, then made the demo step feel easier and more valuable.
1: Intent based SEO brought better visitors:
A BI platform can attract a lot of research traffic. That traffic is not bad, but it needs the right next step.
What we did:
- Prioritized keywords that signal buying behavior:
- “BI platform for operations”
- “self service BI tool”
- “BI tool comparison”
- “BI platform for operations”
- Built landing pages that answered “why this platform” clearly
- Used internal linking to move readers from learning pages to demo pages
What changed:
- More demo leads came from organic pages with high intent
- Fewer leads arrived confused about what the platform does
2: Demo page improvements made the next step feel safe:
People book demos when they feel clarity, trust, and a clear payoff.
What we did:
- Reduced form fields and made mobile easier
- Added proof close to the CTA:
- short quotes
- outcomes
- real use cases
- short quotes
- Explained the demo in plain language:
- what you will see
- what you can ask
- what you get after the call
- what you will see
What changed:
- Demo page conversion rate more than doubled
- The quality of meetings improved because expectations were clearer
3: Speed to lead improved conversions:
Fast follow up matters, especially for demo requests.
What we did:
- Added instant confirmation and next step email
- Routed high intent leads faster
- Used a simple 3 email sequence that pushed scheduling without sounding pushy
What changed:
- More leads actually booked a time
- Fewer leads went cold
- No show rate dropped because reminders were better
Tools used:
We kept the tool stack practical and focused on measurement, SEO, and conversion. These tools helped us move fast, test ideas, and track real outcomes.
Tracking and analytics tools:
- Google Analytics 4: traffic, landing pages, conversion paths
- Google Search Console: query data, page level search performance
- HubSpot: lead capture, workflows, emails, and CRM reporting
- Looker Studio: monthly reporting dashboards for the team
SEO and content tools:
- Ahrefs: keyword research, competitor gaps, internal linking plans
- Screaming Frog: technical audits, index issues, internal link checks
- Surfer SEO: content briefs and on page structure checks
Conversion and behavior tools:
- Hotjar: recordings, heatmaps, scroll depth, quick polls
- Google Tag Manager: clean event tracking without messy code changes
- Calendly: scheduling and confirmation flow improvements
What we reported every month:
We did not only share lead counts. We tracked what moved those leads and which pages created them.
Monthly reporting included:
- Demo leads by source and by page group
- Top pages influencing demo submissions
- Demo page conversion rate and form drop offs
- Response time and no show rate
- New content shipped and internal links added
- Wins, losses, and what we changed next
Key takeaways for other B2B BI companies:
These lessons apply to most BI and analytics platforms because the buyer journey is similar. People want proof, clarity, and a fast path to see value.
- Build pages for high intent searches first, then support them with content
- Keep the demo CTA consistent across the site
- Reduce form friction, especially on mobile
- Add proof next to the CTA, not hidden in a separate page
- Respond fast and make scheduling easy
- Track everything cleanly so you scale what works
Final outcome:
From January 8, 2025 to July 31, 2025, the company increased “Schedule a Demo” leads from 50 to 160 per month, which is a 220% improvement. The lift was supported by higher conversion rates, faster response times, and fewer no shows.
If you want a similar growth system for your B2B SaaS, Goforaeo can map your demo funnel, rebuild the pages that matter, and scale organic demand into real meetings that sales teams can close.