SEO Case Study: Improved Conversion Rate by 55% in 3 Months for a B2B Software Agency in Denver
In April 2025, PeakLogic Software, a B2B software agency in Denver, partnered with Goforaeo to improve how their website turned visitors into booked discovery calls. The traffic was decent, but too many people were reading and leaving without taking the next step.
This SEO Case Study shows the exact timeframe, what changed month by month, the tools we used, and the before vs after numbers that proved the lift was real.
Project snapshot and timeframe:
This conversion rate improvement project ran from April 1, 2025 to June 30, 2025. We used March 2025 as the baseline month so we could compare results against a clean “before” period.
Here is the quick context:
- Location: Denver, Colorado
- Company type: B2B software agency serving startups and mid market teams
- Timeframe: 3 months, April 2025 to June 2025
- Primary KPI: website conversion rate for booked calls and inquiry forms
Client background and the real issue:
PeakLogic builds custom web apps, internal tools, and product MVPs for B2B companies. Most clients come from referrals, partnerships, and outbound.
The site looked modern, but it was not doing enough selling. Visitors were interested, but they did not feel confident enough to book a call.
What we counted as a conversion:
We tracked only actions that could become sales conversations, not vanity clicks.
Conversions included:
- Booked discovery calls (Calendly scheduling completed)
- Contact form submissions asking for a proposal or consultation
- Direct calls from the website phone link during business hours
Baseline numbers from March 2025:
Before any changes started, March 2025 looked like this:
- Website sessions: 2,650
- Total tracked conversions: 58
- Conversion rate: 2.19%
- Booked calls: 31
- Contact form leads: 27
- Bounce rate on service pages: 62%
- Average time to interactive on mobile: 5.8 seconds
The big takeaway was simple: people were not confused about what PeakLogic did. They were unsure about why PeakLogic was the safest choice.
What we changed and why it worked:
This was not a redesign for looks. It was a conversion and trust project.
We focused on four practical levers that usually move conversion rate for B2B services.
Lever 1: Make the offer and next step painfully clear:
PeakLogic had multiple CTAs like “Contact,” “Let’s talk,” “Start a project,” and “Get in touch.” None of them explained what happens after clicking.
We simplified the website to one primary next step across the main pages:
- “Book a 20 minute discovery call”
- A short note under the button: “Get scope clarity and next steps in 1 call”
Lever 2: Add proof in the right places:
The site had a portfolio, but proof was buried. The services pages felt like a brochure instead of a decision page.
We placed proof where people hesitate:
- Near the first CTA on service pages
- Right before the booking section
- Inside the SEO Case Study links using simple results lines
Lever 3: Reduce friction in forms and scheduling:
The original form had too many fields and the scheduling page had extra steps. Busy operators do not want homework.
We reduced friction by:
- Cutting the form fields from 9 to 5
- Adding a “Not sure yet” option in budget and timeline
- Making scheduling available directly on key service pages
Lever 4: Match message to intent by page type:
Not everyone needs the same message. A person landing on “MVP development” wants different reassurance than a person landing on “software modernization.”
We adjusted headlines and proof by intent, so each page spoke to a clear need.
Tools used:
We kept the tooling simple and focused on clean tracking and clear testing.
Tracking and analytics tools:
- Google Analytics 4: sessions, events, conversion rate
- Google Tag Manager: event tracking for forms, scheduling, phone clicks
- HubSpot CRM: lead source, lifecycle stages, booked meetings
- Google Search Console: landing pages, query intent, page performance
Behavior and conversion tools:
- Hotjar: heatmaps, scroll maps, session recordings
- Microsoft Clarity: rage clicks, dead clicks, scroll behavior
- PageSpeed Insights and Lighthouse: mobile performance checks
- VWO: A/B tests for headlines, CTA blocks, and proof sections
Reporting tools:
- Looker Studio: monthly reporting dashboards
- Google Sheets: test log, change log, and weekly notes
Month by month plan and results:
We ran the project with a clear cadence. Each month had specific actions, specific pages, and a measurable outcome.
March 2025: baseline month and audit notes:
March 2025 was not a work month. It was our “before” snapshot.
We still reviewed the data and documented the gaps:
- Service pages had long blocks of text and weak proof above the fold
- Portfolio was impressive but hard to scan
- CTA language was generic
- Mobile speed was hurting engagement
Baseline results for March 2025:
- Sessions: 2,650
- Conversions: 58
- Conversion rate: 2.19%
- Booked calls: 31
- Forms: 27
April 2025: tracking cleanup and first trust improvements:
In April 2025, we focused on measurement and the biggest conversion blockers. We did not touch everything at once.
We picked the pages that mattered most to revenue.
Main work completed in April 2025:
- Set up GA4 conversion events for booked calls, form submits, and phone clicks
- Connected HubSpot so each lead had a clear source and landing page
- Rebuilt the main CTA section on 4 high traffic pages
- Added a “How we work” block with 3 steps and time expectations
- Added proof snippets near the first CTA on service pages
- Improved mobile page speed on top pages by compressing images and cleaning scripts
What changed on the website in April 2025:
- CTA became consistent: “Book a 20 minute discovery call”
- A short paragraph explained what the call includes
- Added 6 short testimonial lines from real clients, placed near CTAs
- Added “Typical project range” as a simple range to reduce price anxiety
April 2025 results:
- Sessions: 2,740
- Conversions: 70
- Conversion rate: 2.55%
- Booked calls: 39
- Forms: 31
What that meant:
- Conversion rate improved from 2.19% to 2.55% in the first month
- The lift came mostly from clearer CTAs and better placement of proof
May 2025: A/B testing and stronger SEO Case Study structure:
In May 2025, we leaned into testing and proof. This is where conversion rate really started moving.
We focused on the top 3 landing pages that brought the most qualified traffic:
- Custom software development
- MVP development
- UI UX and product design
Main work completed in May 2025:
- Ran 3 A/B tests on hero headlines and sub headlines
- Built a “Results in numbers” block for each of the 3 core service pages
- Rewrote page intros to match buyer intent and reduce jargon
- Added a short comparison section: “Why clients choose PeakLogic”
- Added a light qualification note under the form, so visitors knew who PeakLogic is best for
- Created 2 new mini case studies with clear outcomes and timelines
Examples of changes that helped in May 2025:
- Headline moved from “We build digital products” to “Custom software that ships fast and stays stable”
- Added 3 bullets explaining timelines, communication, and delivery process
- Added “Security and compliance” note for enterprise style buyers
- Added a simple “What you get in the first 14 days” section
May 2025 results:
- Sessions: 2,880
- Conversions: 82
- Conversion rate: 2.85%
- Booked calls: 47
- Forms: 35
What we learned from the May tests:
- Clear outcomes beat clever wording
- Proof placed before the second CTA increased click through
- People wanted to know the process and timeline even more than features
June 2025: scaling winners and reducing final friction:
By June 2025, we had winners. So we rolled them out across the site, then reduced friction at the last step.
Main work completed in June 2025:
- Rolled out the best performing headline and CTA structure to 7 pages
- Added a “Pricing and engagement models” section with simple ranges
- Improved the scheduling experience so booking took fewer clicks
- Added a short FAQ under the booking block to remove last minute doubts
- Added 10 more internal links from blog posts to the main service pages
- Improved mobile layout spacing so CTAs stayed visible without being annoying
We also fixed small issues that heatmaps showed:
- Moved the main CTA button higher on mobile
- Removed a distracting slider that got clicks but did not lead to conversions
- Simplified the navigation for visitors landing on service pages
June 2025 results:
- Sessions: 3,050
- Conversions: 104
- Conversion rate: 3.41%
- Booked calls: 63
- Forms: 41
This is the key comparison:
- Conversion rate in March 2025: 2.19%
- Conversion rate in June 2025: 3.41%
- Improvement: 55% increase in conversion rate over 3 months
Before vs after proof:
We measured results in two places so the numbers were not “SEO only” or “analytics only.”
Proof sources used:
- GA4 conversion event counts and conversion rate
- HubSpot booked meetings and contact form submissions
Conversion rate comparison:
Before:
- March 2025 conversion rate: 2.19%
- 58 total conversions on 2,650 sessions
After:
- June 2025 conversion rate: 3.41%
- 104 total conversions on 3,050 sessions
Lead volume comparison:
Before:
- March 2025 booked calls: 31
- March 2025 form leads: 27
After:
- June 2025 booked calls: 63
- June 2025 form leads: 41
Quality signals from sales:
PeakLogic’s team shared these sales side signals by late June 2025:
- More inbound leads mentioned a specific service page they read
- More calls started with a clear budget and timeline
- Fewer “just exploring” leads, more “we need this built” leads
What we did each month that made the lift believable:
A 55% conversion rate improvement in 3 months sounds big, but the steps were not magic.
It was basic CRO done with discipline.
Changes that had the biggest impact:
- Consistent CTA across pages, with clear promise of what happens next
- Proof near CTAs, not hidden in a separate menu
- Short, clear copy that matches buyer intent
- Fewer form fields and easier scheduling
- Fast mobile experience so people did not bounce before reading
Common mistakes we avoided:
Some choices look exciting but usually waste time during a short project.
We avoided:
- Full redesigns that take weeks but do not fix decision friction
- Adding too many CTAs that split attention
- Writing long “agency story” sections that do not answer buyer questions
- Running too many tests at once without clean tracking
What this means for other B2B agencies in Denver:
If you are a B2B agency in Denver, you probably already have decent traffic and decent work. The real gap is often the website’s ability to turn interest into action.
This SEO Case Study shows that you can improve conversion rate without changing your entire brand.
Simple focus areas to start with:
- Pick one primary next step and repeat it everywhere
- Place proof beside the CTA, not two clicks away
- Explain your process in plain words
- Remove friction from the form and booking flow
- Use heatmaps and recordings to fix what users actually struggle with
Final takeaway:
PeakLogic partnered with Goforaeo in April 2025 and saw a conversion rate lift from 2.19% in March 2025 to 3.41% in June 2025, backed by tracked booked calls and form leads. The win came from clear messaging, strong proof, cleaner user paths, and steady month by month testing.