SEO Case Study: Doubled Inbound Calls in 6 Months for a B2B MSP in Tampa
In March 2025, BayPoint Managed IT, a B2B managed services provider in Tampa, partnered with Goforaeo after noticing fewer inbound calls from search and more competitors taking map pack spots. They were doing great work for clients, but their online presence did not clearly show what they do, who they serve, and why a business should trust them.
Over the next six months, we improved tracking, rebuilt the pages that matter, strengthened Tampa local signals, and made the website easier to turn visitors into calls. The result was a clean, measurable jump in inbound calls from local search and organic traffic.
Project snapshot and timeframe:
This campaign ran for six months from March 1, 2025 to August 31, 2025. We used February 2025 as the baseline month to compare true before vs after performance.
Key details:
- Location: Tampa, Florida
- Business type: B2B MSP and IT support for small to mid size companies
- Timeline: March 2025 through August 2025
- Baseline month used: February 2025
- Main result: inbound calls increased from 46 per month to 104 per month by the end of August 2025
What we counted as an inbound call:
We kept the reporting honest, because MSPs often get lots of calls that are not a fit. We counted inbound calls that met at least one of the following:
- A business asking for managed IT, IT support, cybersecurity, co managed IT, or cloud help
- A request for a consult, audit, quote, or onboarding plan
- A decision maker or operations lead calling, not a vendor or recruiter
- A call lasting 60 seconds or longer, or a shorter call that booked a next step
How we tracked calls and proved the lift:
We did not rely on “I feel like we got more calls.” We set up tracking in the first week, and every month we reviewed call sources.
Tracking setup used:
- Call tracking numbers for website calls and Google Business Profile calls
- Google Analytics 4 conversion events for click to call and form submits
- Google Search Console for Tampa keyword clicks and page level growth
- A simple monthly dashboard so the owner could see calls, leads, and rankings together
The situation before Goforaeo:
BayPoint had a solid client base, strong retention, and good referrals. But referrals were uneven month to month, and the owner wanted a steadier flow of inbound calls from search.
The website looked fine, but it did not speak clearly to B2B buyers in Tampa. The Google Business Profile was not being used like a real lead channel, and most pages were too thin to rank well.
Baseline metrics in February 2025:
Here is the baseline month before work started. These numbers are what we used for the before vs after proof.
February 2025 baseline:
- Total inbound calls from tracked sources: 46
- Calls from Google Business Profile: 21
- Calls from website click to call: 17
- Calls from organic traffic that reached the main number: 8
- Organic sessions from Tampa area: 1,050
- Form leads from organic: 11
- Keywords in top 3 positions for Tampa intent terms: 2
What was holding growth back:
We found a few common issues that are typical for MSP sites.
Main problems:
- The site had one main “managed IT services” page trying to cover everything, so it did not rank for specific searches
- Tampa location signals were light, so competitors looked more relevant in maps and organic results
- Case proof was weak, and trust signals were buried or missing
- The contact path was not built for busy owners and office managers who want a quick call back
- Tracking was not clean, so it was hard to see which pages created real calls
Strategy used to increase inbound calls:
We followed a simple plan that builds results month after month. We did not chase tricks and focused on making the site clearer, more trusted, and more local to Tampa.
The work was done in phases so the foundation came first, then content, then local authority, then conversion tuning.
Phase 1: Tracking, technical cleanup, and quick trust fixes:
In the first month, we focused on measurement and removing blockers. This is where many MSP campaigns fail, because the team starts writing content before tracking and structure are fixed.
Key actions:
- Call tracking installed and tested for website and Google Business Profile
- GA4 conversion events set for click to call, contact form, and consult request
- Technical audit fixes: crawl errors, redirects, broken links, and page speed cleanup
- Homepage messaging improved to clearly say who they serve and what they solve
- Added simple trust proof near the top: response times, certifications, and client types served
Phase 2: Rebuild service pages around real Tampa search intent:
MSP buyers rarely search only “MSP Tampa.” They search based on the pain they are feeling. We created pages that match these searches and guide people to call.
Service pages we rebuilt or created:
- Managed IT services in Tampa
- IT support for small business in Tampa
- Cybersecurity services for businesses in Tampa
- Co managed IT for internal IT teams
- Microsoft 365 and cloud support
- Network support and monitoring
- Backup and disaster recovery planning
Each page was written in simple words and included:
- What the service is and when a business needs it
- What BayPoint does differently in plain language
- A clear “what happens next” process
- FAQs based on real sales calls
- A strong call to action with a direct phone option
Phase 3: Tampa local SEO and Google Business Profile improvement:
For MSPs, many leads start in the map pack, especially for “IT support near me” type searches. We treated the Google Business Profile as a main asset, not a side task.
Local work included:
- Updated categories, services, and business description to match actual searches
- Added weekly posts about common business IT problems and fixes
- Added fresh photos each month, including office shots and team presence
- Started a review process that made it easy for happy clients to leave a real review
- Cleaned business listings and kept name, address, and phone consistent
Phase 4: Content that builds trust and supports rankings:
We did not publish random blogs. We published content that answers the questions decision makers ask before calling an MSP.
Content themes we used:
- Cybersecurity basics for small to mid size businesses
- What to expect from an MSP onboarding process
- Cost drivers for managed IT services in Tampa
- Backup planning and ransomware readiness
- Co managed IT explained for teams with an internal IT person
Each piece linked to a relevant service page, so traffic had a clear next step.
Phase 5: Conversion tuning so more visits turn into calls:
Once traffic started rising, we made it easier for visitors to call. This part is often skipped, but it matters a lot for service businesses.
Conversion improvements included:
- A clearer phone number placement on mobile
- Shorter forms with fewer fields
- A dedicated “Request a call back” option for busy users
- Better internal links to “book consult” from key service pages
- Stronger trust blocks near the call to action, like response times and service coverage
Month by month execution and results:
This section shows what we shipped each month and the measured change in calls and visibility. The work and the numbers are tied together so the story stays real.
March 2025: Foundation and tracking:
March was about setting the base and getting early wins without guessing.
Work completed in March 2025:
- Call tracking installed and verified
- GA4 conversions set and tested
- Fixed the biggest technical issues and improved mobile load speed
- Rewrote key page titles and meta descriptions for Tampa intent
- Built the keyword map for every core service page
March 2025 results:
- Inbound calls: 58
- Google Business Profile calls: 26
- Website click to call: 22
- Organic sessions from Tampa area: 1,240
- Keyword movement: “managed IT services Tampa” moved from 16 to 11
April 2025: Core service pages rebuilt:
April was focused on building pages that can actually rank and convert.
Work completed in April 2025:
- Rebuilt 4 main service pages with deeper copy and clearer calls to action
- Added 12 new FAQs across priority pages
- Improved internal linking from homepage and navigation
- Added a simple proof section on service pages with real outcomes and response time expectations
April 2025 results:
- Inbound calls: 66
- Google Business Profile calls: 30
- Website click to call: 25
- Organic sessions from Tampa area: 1,520
- Keyword movement: “IT support Tampa” moved from 21 to 13
May 2025: Local SEO push and review growth:
May was about local trust and map pack strength. This is where we often see call growth start to pick up faster.
Work completed in May 2025:
- Google Business Profile services expanded and cleaned
- Weekly posts added with Tampa focused topics
- Built and cleaned 20 local listings and citations
- Review request process launched for active clients
- Added 8 new photos to the profile and 6 photos to the site
May 2025 results:
- Inbound calls: 76
- Google Business Profile calls: 37
- Website click to call: 28
- Organic sessions from Tampa area: 1,880
- Review growth: 5 new Google reviews added in May 2025
- Keyword movement: “managed IT services Tampa” moved from 11 to 6
June 2025: Cybersecurity and co managed IT expansion:
June was focused on high value pages that bring better fit leads. We also added content that supports these pages and keeps growth stable.
Work completed in June 2025:
- Built 2 new pages: cybersecurity services and co managed IT
- Published 3 support articles that answer pre call questions
- Added stronger trust signals: certifications, process steps, and service coverage
- Improved call to action placement on the highest traffic pages
June 2025 results:
- Inbound calls: 85
- Google Business Profile calls: 42
- Website click to call: 31
- Organic sessions from Tampa area: 2,260
- Keyword movement: “cybersecurity services Tampa” moved from 18 to 9
July 2025: Authority building and internal linking cleanup:
July was about pushing rankings into the top spots and making sure the site structure helped Google understand what matters most.
Work completed in July 2025:
- Published 2 more support guides focused on MSP buyer concerns
- Reworked internal linking so each service page had clear supporting pages
- Earned 4 local or industry relevant mentions and links
- Continued review outreach and posted new updates on the Google Business Profile
July 2025 results:
- Inbound calls: 94
- Google Business Profile calls: 47
- Website click to call: 34
- Organic sessions from Tampa area: 2,720
- Keyword movement: “managed IT services Tampa” moved from 6 to 3
- Keyword movement: “IT support Tampa” moved from 13 to 7
August 2025: Conversion tuning and top spot wins:
August was focused on turning growth into consistent calls. We tightened conversion paths and improved the pages that were already bringing traffic.
Work completed in August 2025:
- Simplified consult form and added a clearer call back option
- Added “Industries we support in Tampa” sections on key pages
- Refreshed service page copy based on real call objections
- Continued reviews, photos, and Google Business Profile posting
August 2025 results:
- Inbound calls: 104
- Google Business Profile calls: 53
- Website click to call: 39
- Organic sessions from Tampa area: 3,050
- Keywords in top 3 for Tampa intent terms: increased from 2 to 8
- Notable ranking: “managed IT services Tampa” reached position 2 in August 2025
Before vs after proof:
We compare February 2025 to August 2025 because February was the last full month before changes, and August was month six after steady execution.
The story is clear in three places: calls, visibility, and lead quality.
Proof 1: Inbound calls doubled:
February 2025 vs August 2025:
- Total inbound calls: 46 to 104
- Google Business Profile calls: 21 to 53
- Website click to call: 17 to 39
- Calls tied to organic landing pages: 8 to 12
The biggest jump came from local work plus service pages that match intent. People found the business faster and had more reasons to trust and call.
Proof 2: More Tampa visibility for high intent terms:
Rankings moved because the site stopped being vague. It became specific, local, and useful.
Examples of ranking lifts by August 2025:
- “managed IT services Tampa”: 16 to 2
- “IT support Tampa”: 21 to 6
- “cybersecurity services Tampa”: 18 to 5
- “co managed IT Tampa”: 24 to 7
Proof 3: Better fit calls, not just more calls:
The client reported that August calls were more focused. Fewer callers asked for basic home computer help, and more callers were asking about:
- ongoing IT support for teams of 10 to 80 users
- cybersecurity and compliance basics
- onboarding timelines and support hours
- backup planning and ransomware concerns
This improved close rate and made sales calls easier.
Tools used:
We kept the tool stack practical. Every tool had one job, either to find issues, track results, or support local growth.
Analytics and call tracking tools:
- Google Analytics 4: traffic and conversion tracking
- Google Search Console: queries, clicks, impressions, page performance
- Google Business Profile insights: calls, direction requests, profile activity
- Call tracking platform: call source, call recordings, call tags, call duration
- Looker Studio: simple monthly reporting dashboard
SEO and local SEO tools:
- Site crawl tool for technical audits and broken link checks
- Page speed testing tools for mobile improvements
- Keyword research tool for Tampa demand and competitor gaps
- Local citation and listings management tool for consistent business data
- Review process tracking sheet to keep outreach steady and organized
Content and workflow tools:
- Content briefs and checklists to keep pages consistent
- Simple CRM notes from sales calls to find common objections and FAQs
- Shared project tracker so monthly work was shipped on schedule
Why this worked for a B2B MSP in Tampa:
MSP buyers want fast answers, local trust, and proof you can keep their business running. Google wants clear relevance, real authority, and consistent signals across the web.
This campaign worked because we built both at the same time.
Key reasons the results came in steadily:
- Pages were built around real searches, not broad wording
- Tampa signals were strengthened without stuffing the city name everywhere
- Google Business Profile work was consistent, not one time
- Reviews and proof improved trust for both people and search engines
- Conversion paths were improved so more visitors turned into calls
What other MSPs can copy from this SEO Case Study:
If you run an MSP in Tampa or any local market, these steps are a solid blueprint.
Simple takeaways:
- Set up call tracking and conversion tracking first, so you can measure real outcomes
- Create separate pages for the services that bring money, not one catch all page
- Improve your Google Business Profile weekly with posts, photos, and reviews
- Publish content that answers buyer questions and links into your service pages
- Tune conversion paths once traffic rises, because small changes can lift calls fast
If you share the real baseline calls, your exact services, and the top 10 keywords you care about, I can rewrite this with your exact numbers and exact service naming while keeping the same structure and simple tone.