SEO Case Study: Generated 120 Qualified Leads in 5 Months for a B2B Engineering Firm in Portland
In January 2025, a B2B engineering firm in Portland partnered with Goforaeo because their website looked professional, but it was not bringing a steady flow of the right project inquiries. They were getting a few form fills and calls, but not enough qualified opportunities from the industries they wanted most.
This SEO Case Study shows what we did from January 6, 2025 to May 30, 2025 (5 months), how we tracked lead quality, and the exact monthly progress that led to 120 qualified leads.
Quick context and results
This was a B2B engineering company that sells high value services, so we focused on quality first and volume second. The real win was not just more leads, but more leads that matched their best buyer profile.
Key outcomes from January 6, 2025 to May 30, 2025 in Portland:
- 120 qualified leads (tracked in CRM with qualification rules)
- 78 sales conversations booked from those qualified leads
- Landing page conversion rate improved from 0.9% to 2.2%
- Organic traffic became the top lead driver by the end of the project
What we counted as a qualified lead
We agreed on a simple definition so the numbers stayed honest and consistent across all months.
A lead counted as qualified only if it met these checks:
- Business email or verified company name
- Project type matched the firm’s core services
- Service area matched their target region (Portland and nearby markets)
- Clear intent like request for a call, quote, or scope discussion
- No student research, vendors, recruiters, or unrelated requests
Starting point and baseline (with dates)
Before we changed anything, we documented what was happening and fixed tracking gaps so we could trust every result.
Baseline period used for comparison:
- January 1, 2025 to January 31, 2025
Baseline performance:
- Qualified leads: 14
- Total inquiries (all types, including low quality): 31
- Organic sessions: 4,380
- Conversion rate on core service pages: 0.9%
- Top traffic pages were informational, but they did not push users toward a consult
What was holding them back
The firm had solid expertise, but the site did not clearly communicate it in a way that matched how buyers search.
Main blockers we found:
- Service pages were too broad and felt similar to competitors
- Industry specific proof was missing (results, examples, real outcomes)
- The call to action was present but not confident or clear
- A lot of traffic was landing on blog style pages with no strong next step
- Local trust signals were weak for Portland searches (even though they were strong locally in real life)
Tracking and reporting setup
We treated measurement like step one, because lead gen work can look good on traffic while failing on revenue. We needed clean attribution and a way to separate real buyers from noise.
What we implemented between January 6, 2025 and January 17, 2025:
- GA4 conversion events for form submits, call clicks, and schedule clicks
- Google Tag Manager to manage events without messy code changes
- Google Search Console tracking for page level queries and click trends
- CRM tracking (HubSpot style pipeline stages) for Qualified Lead and Sales Call Booked
- Call tracking using a tracked number for high intent pages
Weekly reporting focus:
- Qualified leads (not just total leads)
- Top landing pages by lead count
- Query themes driving the best leads
- Conversion rates for each core service page
Strategy overview
We did not chase random traffic. We built a plan around the searches that show real buying intent, then improved the pages so visitors felt confident to reach out.
Our approach had five parts:
- Build a strong local and technical base
- Create service and industry pages that match high intent searches
- Publish content that supports those pages and builds trust
- Earn relevant authority signals (links and mentions)
- Improve conversion so traffic turns into qualified leads
Why this worked for an engineering firm
Engineering buyers usually do careful research. They want clear scope fit, examples, and confidence that the firm can handle complex work. If the page looks vague, they leave, even if the firm is excellent.
We focused on clarity, proof, and usefulness. That combination improved both rankings and conversion.
Step by step execution
We shipped changes in small weekly releases so the site improved steadily, and we could see what was moving the numbers.
Technical and local foundation
This part removed friction for both users and search engines, especially on mobile.
Core fixes we delivered:
- Improved Core Web Vitals basics by compressing heavy media and reducing script load
- Cleaned up page titles and headings so each service page had a clear topic
- Added proper internal linking so key service pages were not buried
- Strengthened local signals by improving Portland location relevance on the site
- Cleaned inconsistent citations and business details across key directories
Local actions that helped:
- Google Business Profile updates with stronger service descriptions
- Added project photos and short captions that show real work
- Posted updates twice per month to support local visibility
High intent service pages and industry pages
This was the biggest lead driver. Most engineering firms have one services page that tries to cover everything. That usually ranks poorly and converts poorly.
We created and improved pages for specific intent groups:
- Core service pages (each with clear scope, process, and outcomes)
- Industry pages (manufacturing, construction, energy, infrastructure, and related niches)
- Problem solution pages (common project triggers and compliance needs)
What we added to improve trust:
- Short proof points near the top
- Certifications and standards explained in simple words
- Mini case examples with real project context
- A clear section called “When we are a good fit” and “When we are not a fit”
Conversion improvements on these pages:
- Shorter forms with fewer fields
- A second option for people who prefer phone calls
- Clear next step explanation like “We reply within 1 business day”
Content that attracts and qualifies buyers
We avoided generic blogs. We wrote content that answers real buyer questions and naturally leads them to the right service page.
Content themes that performed best:
- “How to plan” guides for complex engineering projects
- Compliance and safety considerations written for decision makers
- Cost drivers and timeline factors explained without vague promises
- “What to prepare before hiring an engineering firm” checklists
We also created one strong lead magnet:
- A downloadable project readiness checklist that helped pre qualify prospects
Authority building and link signals
Instead of chasing random backlinks, we focused on relevant sources that make sense for engineering.
Link and mention work included:
- Listings in reputable engineering and business directories
- Partner pages from suppliers and allied service providers
- A few guest contributions to local industry organizations and publications
- Reclaiming unlinked brand mentions where the firm was already referenced
These links were not about volume. They were about credibility and topic fit.
CRO improvements that made leads happen faster
Traffic alone does not create pipeline. We used simple CRO changes that reduce doubt.
Most effective CRO updates:
- Added clearer CTAs like “Request a scope call” instead of generic “Contact”
- Put a short “What happens after you reach out” section near the form
- Added testimonials with role and company type, not just names
- Improved mobile layouts so key proof shows earlier
Month by month results and what we shipped
Below is the month level progress with real actions and measurable outcomes. Each month built on the last, so the lead growth came from compounding improvements.
January 2025 (January 6, 2025 to January 31, 2025)
January was foundation and cleanup. We focused on tracking, technical fixes, and the first wave of service page upgrades.
What we did:
- Fixed analytics and conversion tracking
- Rewrote the top two service pages for clarity and scope fit
- Improved page speed on mobile and cleaned layout spacing
- Updated internal linking to push visitors toward service pages
January performance:
- Organic sessions: 4,380
- Qualified leads: 14
- Sales calls booked: 9
- Best lead source pages: the two upgraded service pages
February 2025 (February 1, 2025 to February 28, 2025)
February was about building pages that match real search intent in Portland and surrounding areas. We expanded the site structure without bloating it.
What we did:
- Published 3 new high intent pages (services and industry mix)
- Added stronger proof sections to main landing pages
- Improved Google Business Profile services and added new photos
- Launched call tracking for top landing pages
February performance:
- Organic sessions: 5,060
- Qualified leads: 19
- Sales calls booked: 12
- Conversion rate on core pages: 1.2% (up from 0.9% baseline)
March 2025 (March 1, 2025 to March 31, 2025)
March was the turning point. The pages started ranking for better queries, and the leads were more consistent.
What we did:
- Published 4 content pieces tied to high intent problems
- Built 2 industry pages targeting their most profitable segment
- Added FAQs based on real objections from sales calls
- Improved internal links from blogs to service pages with clear CTAs
March performance:
- Organic sessions: 6,420
- Qualified leads: 26
- Sales calls booked: 17
- Noticeable lift in “near me” and Portland based service queries
April 2025 (April 1, 2025 to April 30, 2025)
April was about scaling what worked and improving lead quality further. We tightened messaging and made forms even easier without losing qualification.
What we did:
- Refreshed top pages based on heatmaps and scroll behavior
- Added the project readiness checklist download
- Created 2 comparison style pages (simple, honest, and helpful)
- Earned several relevant local and industry mentions
April performance:
- Organic sessions: 7,280
- Qualified leads: 30
- Sales calls booked: 20
- Conversion rate on core pages: 1.9%
May 2025 (May 1, 2025 to May 30, 2025)
May was optimization and momentum. Rankings improved for strong buying terms, and the lead pipeline became predictable.
What we did:
- Improved the top 5 landing pages based on lead quality data
- Added more proof sections and clearer “fit” language
- Strengthened internal linking around the highest converting services
- Continued local posts and updates for Portland visibility
May performance:
- Organic sessions: 8,110
- Qualified leads: 31
- Sales calls booked: 20
- Conversion rate on core pages: 2.2%
Before vs after proof (clean comparison)
To keep the comparison fair, we used full months with stable tracking.
Before period:
- January 1, 2025 to January 31, 2025
- Qualified leads: 14
- Organic sessions: 4,380
- Conversion rate on core pages: 0.9%
After period:
- May 1, 2025 to May 30, 2025
- Qualified leads: 31
- Organic sessions: 8,110
- Conversion rate on core pages: 2.2%
What changed from January to May:
- Qualified leads increased by 17 more per month in the comparison months
- Organic sessions increased by 3,730
- Conversion rate increased by 1.3 percentage points
Total qualified leads across the project window:
- January to May 2025: 120 qualified leads
- Sales calls booked across the same period: 78
What made the lead quality better
A big reason the leads improved is because we made the site more specific. People could tell quickly if the firm fit their needs. That reduces random inquiries and increases serious ones.
Quality drivers we saw:
- Industry pages attracted better fit companies
- “Good fit” language filtered out mismatched requests
- Proof sections reduced hesitation for high value projects
- Clear process steps made buyers comfortable reaching out
Common traits of the best leads:
- Specific scope details in the first message
- Clear timelines and urgency
- Repeatable project types the firm is strongest in
- Located in the target region near Portland
Tools we used
We used a simple stack that supports SEO, conversion, and reporting without overcomplication.
Tracking and reporting:
- GA4
- Google Tag Manager
- Looker Studio
- Call tracking software
- CRM pipeline tracking
SEO and research:
- Google Search Console
- Ahrefs
- Screaming Frog
- Lighthouse and PageSpeed Insights
CRO and user behavior:
- Hotjar
- Microsoft Clarity
Project workflow:
- Google Docs for copy and approvals
- Figma for quick layout planning
- Slack or email for weekly updates
Key takeaways you can apply
This project worked because we focused on high intent searches, then made the pages match buyer expectations.
If you want similar results for a B2B services site:
- Build separate pages for real services and real industries
- Put proof near the top, not hidden at the bottom
- Make the CTA simple and specific
- Track qualified leads in the CRM, not just form fills
- Use content to support service pages, not to chase random traffic
About Goforaeo
At Goforaeo, we help B2B companies turn search traffic into real opportunities with clean tracking, strong page structure, and honest content that builds trust. For this Portland engineering firm, that method created steady month over month growth and 120 qualified leads in 5 months, without relying on gimmicks or vague marketing.