SEO Case Study: Tripled Form Fills in 5 Months for a B2B Translation Agency in Chicago
In May 2025, a Chicago based B2B translation agency partnered with Goforaeo to improve inbound lead flow from search and turn more website visits into real project inquiries. They already had strong delivery and repeat clients, but the website was not producing consistent form submissions from companies that needed quotes, timelines, and language support.
This SEO Case Study explains what we changed, what we published, what we measured, and the monthly results that led to a 3x jump in tracked form fills in five months.
Project snapshot: dates, timeframe, location, and primary metrics
This campaign ran for 5 months from May 2025 through September 2025. We used April 2025 as the baseline month so the before vs after comparison stayed clear.
Key details:
- Location: Chicago, Illinois
- Industry: B2B translation and localization services
- Timeframe: May 2025 to September 2025
- Baseline month: April 2025
- Primary KPI: tracked form fills from organic search and local search
Client background and baseline in April 2025
The agency served business clients across legal, healthcare, manufacturing, HR, marketing, and ecommerce. Most work came from referrals, partner agencies, and past clients, so the website was treated like a brochure for a long time.
In April 2025, the site had traffic, but the traffic did not convert well and many visitors were not the right fit.
Services and ideal client profile
The strongest revenue came from clients who needed ongoing or high stakes work, not one time document jobs.
Common services:
- Business document translation
- Legal and certified translation for companies
- Website localization
- Technical manuals and manufacturing content
- Medical and clinical translation support
- Multilingual desktop publishing support
Ideal lead traits we focused on:
- Business email and company domain
- Clear project details and timeline
- Ongoing need or larger volume
- Chicago area companies and US based teams looking for a long term partner
Baseline metrics in April 2025
April 2025 is the “before” month.
What we recorded:
- Organic sessions: 1,900
- Tracked form fills: 32
- Organic conversion rate to form fills: about 1.7%
- Keywords in top 3 positions for non brand translation terms: 5
- Pages driving most conversions: mostly branded pages, not service pages
Main issues found in the first audit
We found simple, fixable problems that were stopping growth:
- Service pages were thin and too general, so they did not match high intent searches like “legal translation agency Chicago” or “technical manual translation.”
- The site did not clearly show proof, process, or why the agency was trusted for business work.
- Internal linking was weak, so blog traffic did not move into quote pages.
- Forms were not built for busy business buyers, and the thank you flow did not guide the next step.
- Tracking was incomplete, so some form events were not being counted consistently.
What we tracked: how a “form fill” was counted
Before we tried to scale traffic, we made sure we could measure leads in a clean way.
A form fill counted when:
- A visitor submitted the “Request a Quote” form, “Contact” form, or “Project Estimate” form, and the submission fired a tracked event in analytics
- The submission included a valid email field and passed spam checks
- Duplicate submissions from the same visitor within 24 hours were filtered so totals stayed honest
Secondary metrics we watched each month:
- Organic sessions and landing pages
- Clicks and impressions in Google Search Console
- CTA clicks on service pages like “Request a quote” and “Upload files”
- Lead quality signals from the CRM like business email rate and project detail completeness
Strategy overview: how Goforaeo improved lead quality and volume
Our plan focused on buyer intent. For B2B translation, the best leads come when the site answers specific business questions, removes doubt, and makes the quote step easy.
We used four connected workstreams throughout May 2025 to September 2025.
Workstream 1: tracking, technical fixes, and content structure
We started with the foundation so content could rank and conversions could be proven.
Key actions:
- Clean conversion tracking setup for all core forms
- Google Search Console review and index cleanup
- Fixes to page templates that impacted speed and mobile usability
- Clear site structure so service and industry pages were easy to find
- Basic on page cleanup for titles, headings, and meta descriptions
Workstream 2: rebuild service pages for commercial intent
Most translation sites talk about languages. Buyers search by business problem and risk.
We improved and expanded the pages that match high intent searches:
- Legal translation for businesses
- Technical and manufacturing translation
- Medical and healthcare translation
- Website localization and marketing localization
- Multilingual desktop publishing
Each page was rewritten to include:
- Simple explanation of who it is for
- Process steps from file review to delivery
- Quality control and review workflow
- Clear timelines and what affects turnaround
- Proof elements like industries served and common file types
- Strong CTA blocks in the middle and end of the page
Workstream 3: industry landing pages for Chicago and beyond
Instead of writing lots of general blogs, we built pages that attract evaluators.
We created pages like:
- Translation services for law firms and corporate legal teams
- Translation for healthcare providers and medical device firms
- Translation for manufacturers and industrial suppliers
- HR and internal communications translation
- Ecommerce product translation and localization
These pages helped with two things:
- Ranking for long tail, high intent searches
- Helping visitors self select the right service quickly
Workstream 4: conversion improvements and trust building
Traffic only matters if the site turns visits into quote requests.
We improved conversion flow using simple changes:
- Shorter forms with fewer fields
- Clear option to upload files or describe scope
- Proof blocks that reduce hesitation, like security handling notes and quality steps
- Stronger internal linking from blog posts into service and industry pages
- Clear thank you page with a “next step” message and expectations
Month by month work and results: May 2025 to September 2025
Below is the monthly breakdown of actions and tracked performance. All numbers are totals per month and are compared back to the April 2025 baseline.
May 2025: fix tracking, clean up pages, and create a keyword map
In May 2025, we focused on measurement and clarity. We aligned keywords to pages so we knew what content to build and what to improve.
What we did in May 2025:
- Set up clean tracking for 3 core forms and tested event firing
- Built a keyword map for 150 high intent terms, grouped by service and industry
- Updated titles and headings on the top 10 pages by traffic
- Added internal links from the home page to 5 core service pages
- Improved mobile layout and reduced heavy page elements on key templates
May 2025 results:
- Organic sessions: 2,200
- Tracked form fills: 40
- Organic conversion rate to form fills: about 1.8%
- Notes: early lift came from better page clarity and better form tracking
June 2025: rebuild core service pages and add stronger CTAs
June 2025 was about building pages that convert. We focused on service pages because they are the closest to a quote request.
What we did in June 2025:
- Rebuilt 4 major service pages with deeper sections and clearer CTAs
- Added FAQ blocks based on sales calls and common buyer questions
- Created 2 trust sections used across pages: quality process and file confidentiality
- Added CTA blocks mid page and after proof sections, not only in the header
- Improved internal links from 8 older blog posts into relevant service pages
June 2025 results:
- Organic sessions: 2,650
- Tracked form fills: 55
- Organic conversion rate to form fills: about 2.1%
- Notes: form fills increased faster than sessions because traffic landed on higher intent pages
July 2025: publish industry pages and improve local signals for Chicago
In July 2025, we expanded the site into industry intent. We also strengthened Chicago location signals for local searches that include “agency” and “Chicago.”
What we did in July 2025:
- Published 5 industry landing pages focused on B2B use cases
- Added a Chicago focused section on core pages with clear service area language
- Optimized the Google Business Profile with correct categories, services, and updated descriptions
- Added 12 new photos and published 4 short Google Business Profile posts
- Built 10 high quality citations and cleaned inconsistent listings
July 2025 results:
- Organic sessions: 3,200
- Tracked form fills: 70
- Organic conversion rate to form fills: about 2.2%
- Notes: we saw more searches landing directly on “industry” pages and quote pages
August 2025: comparison and decision support content plus trust upgrades
August 2025 was about capturing evaluators who were already comparing providers and making a shortlist. We kept content practical and focused on decision questions.
What we did in August 2025:
- Published 4 decision support pages, including “translation agency for legal teams” style queries
- Added simple proof blocks to the top 6 converting pages, including turnaround ranges and review steps
- Improved the quote form experience, reducing fields from 9 to 6 and adding a clearer file upload prompt
- Added a short “what happens after you submit” section on the quote page
- Ran outreach for links and mentions and earned 5 relevant backlinks from industry and local sources
August 2025 results:
- Organic sessions: 3,750
- Tracked form fills: 88
- Organic conversion rate to form fills: about 2.3%
- Notes: lead quality improved, with more business emails and better project detail in forms
September 2025: refine what ranks, tighten intent, and improve the handoff
In September 2025, we focused on what Google was already rewarding and made the site even clearer for the right buyer. We also improved the flow from form submission to sales response.
What we did in September 2025:
- Expanded the top 8 ranking pages with new FAQs, examples, and clearer service scope
- Updated internal links so every blog post had at least 2 links to money pages
- Cleaned low value pages that attracted non business intent and increased bounce
- Improved thank you page with next steps: expected response time, what to send, and how quotes are prepared
- Added stronger qualification prompts inside the form, like industry and file type options
September 2025 results:
- Organic sessions: 4,200
- Tracked form fills: 102
- Organic conversion rate to form fills: about 2.4%
- Notes: September became the strongest month, driven by intent pages and better conversion flow
Before vs after proof: April 2025 vs September 2025
By keeping April 2025 as the baseline and September 2025 as the final month, the impact is easy to see in plain numbers.
Form fills: the main KPI
- Before in April 2025: 32 tracked form fills
- After in September 2025: 102 tracked form fills
- Change: just over 3x growth in 5 months
Traffic growth and conversion rate improvement
We did grow traffic, but the more important win was that the site converted better.
- Before in April 2025: 1,900 organic sessions and about 1.7% conversion to form fills
- After in September 2025: 4,200 organic sessions and about 2.4% conversion to form fills
That conversion improvement matters because it means the agency can keep getting more leads even if traffic growth slows in future months.
Keyword visibility changes
We tracked keyword movement using Search Console and rank monitoring.
- Before in April 2025: 5 non brand terms in top 3 positions
- After in September 2025: 18 non brand terms in top 3 positions
- Biggest movers: legal translation, technical translation, medical translation, and translation agency searches tied to Chicago
Lead quality signals seen by the sales team
Not every form fill is equal, so we checked quality.
In September 2025 compared with April 2025, the agency reported:
- Higher share of business emails instead of free email domains
- More forms that included file type, word count range, or timeline
- More inbound requests for ongoing translation support and localization work
Why this worked: the simple logic behind the results
This campaign worked because we stopped trying to be generic and built pages that match how B2B buyers search and decide.
The main reasons:
- Better intent match: service and industry pages answered specific buyer needs
- Clear proof: visitors saw process, quality checks, and what to expect
- Better paths: internal links guided users from learning to requesting a quote
- Less friction: simpler forms increased completions without lowering quality
In B2B services, small clarity improvements often beat “more content” because the buyer is busy and wants quick confidence.
Tools used during the campaign
We kept tools focused on planning, tracking, and technical health. The goal was reliable data, not tool overload.
Analytics and tracking tools
- Google Analytics 4: tracked sessions, events, and form submissions
- Google Search Console: tracked clicks, queries, and indexing
- CRM tracking: tied form fills to landing pages and lead quality outcomes
- Call tracking: used for local search calls where relevant
SEO and site improvement tools
- Screaming Frog: technical crawls, broken links, metadata checks
- Ahrefs: keyword research, competitor gaps, link monitoring
- Looker Studio: monthly dashboards for quick reporting
- Heatmap and session recording tool: used to find form drop off points and page friction
Key takeaways for other B2B translation agencies
If you want more inbound quote requests from organic search, these are the parts you can copy.
Focus areas that made the biggest difference:
- Start with clean tracking so you know what truly drives leads
- Build deep service pages that explain process, quality, and timelines
- Create industry pages that match real buyer searches
- Improve internal linking so traffic flows to quote pages
- Reduce form friction but keep qualification prompts so quality stays high
What happened next after September 2025
After September 2025, the agency and Goforaeo continued the same framework with more industry pages, more localization focused content, and more proof assets like short case examples. The five month foundation made it easier to scale without guessing, because the tracking and page structure were already working.
The final takeaway is simple: when your site is built for real B2B intent, more visitors become real quote conversations, and growth becomes much easier to repeat.