70% Sales Made in Blog: How We Transformed the SaaS Blog into a Lead Generation Tool

Solution

The solution involved creating and publishing expert, SEO-optimized content monthly to attract organic traffic effectively. Additionally, CTA blocks were strategically embedded within the content to direct the target audience toward relevant commercial actions, facilitating a smooth transition from informative content to lead generation.

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But let’s view the process step by step 👇 

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1. Competitor and Keyword Analysis

We conducted an in-depth competitor analysis to:

• identify the keywords competitors rank for;
• track the growth of their organic traffic;
• understand seasonal trends. 

This process established a baseline for effective content strategy, highlighting content gaps and uncovering opportunities in the market.

2. Client’s Content Analysis

Promodo’s SEO team analyzed Claspo’s informational pages to assess:

• organic traffic growth
• keyword ranking
• lead generation. 

This helped pinpoint the most conversion-effective topics and determine the impact of seasonal trends on content performance.

3. Content Strategy Development

We formed a new content strategy for Claspo based on the following principle. 

• Monthly Blog Posts: We identified that Claspo’s blog needs a minimum of 20 informational articles each month, consisting of 10 new articles and 10 optimized ones, to sustain and grow organic traffic.
• Keyword Volume: Each article had to be optimized with keywords boasting a minimum monthly search volume of 200 clicks, ensuring maximum visibility and targeting the right audience through search engines.
• CTA Integration: Content includes strategic CTAs, such assome text
  • organic examples describing the tool
  • CTA blocks for fast tool registration
  • natural prompts encouraging users to try the tool.
• Expertise Standards: All content meets specific expertise criteria, with a dedicated author page and profile to build trust and authority.

4. Content Strategy Launch 

First of all, we have carefully chosen article topics based on relevance and keyword capacity, ensuring content remained up-to-date and valuable to the target audience.

We had to write 10 new articles and optimize 10 previously published ones to reach the settled goals. 

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The content creation involved the expertise of copywriters from the WorldFactory agency. Collaborating with these professionals enabled the development of high-quality, expert content tailored to meet our strategic goals.

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5. Author Pages Creation

Creating author pages is an important part of the EEAT approach that helps demonstrate the expertise and authority of created content. 

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On the Claspo website, we’ve organized writers by their areas of specialization, ensuring each author is a verified expert in their field. Their considerable expertise is showcased on personalized profile pages, providing readers with insights into their professional background and credentials.

The authors’ profile pages include:

• Author’s photo, name, and social media links
• A brief bio detailing their expertise and background
• A list of articles they’ve created allowing readers to explore more of their work.

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Results

During cooperation with Claspo from August 2023 to July 2024, we created and optimized 285 articles.

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We achieved a significant increase in organic traffic to the blog, with 59,278 clicks recorded in Google Search Console—an 81.3% growth compared to the previous period.

There was also a notable increase in rankings in the Top 1–100 positions for both new and updated content.

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An increase in rankings in the Top 1-100 positions was recorded for new content.

An increase in rankings in the Top 1-100 positions was recorded for updated content.

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During our cooperation with Claspo, we’ve generated 481 registrations from the blog, accounting for two-thirds of the total lead count.

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