SEO and CRO Drive 333% Qualified Lead Increase for Engineering Firm
A focused SEO and conversion rate optimization strategy turned a stagnant website into a consistent lead generation channel for a nationally licensed electrical engineering firm.
Increased traffic converts at nearly double the rate
Timeframe: Year over Year
Situation:
A Kansas City-based electrical engineering firm had operated for over twenty years with a strong reputation and a website that did little to extend it. Service pages were thin, organic visibility was limited, and a single contact form was handling all conversions. Traffic that did arrive had nowhere obvious to go and few reasons to stay.
Approach:
The core problem wasn’t just content quality. It was a fundamental mismatch between how the firm described its services and how prospects were actually searching for them. Arc flash studies, lockout/tagout procedures, electrical safety programs — these are specific, high-intent services. Getting the site in front of the right prospects meant understanding the verbiage they used and building content around it.
I ran content, competitor, and SERP audits to identify that language, then rewrote service pages to match. The About page was rebuilt with substantive content on the firm’s background and team, and a new Training section was created to surface free webinars as both a credibility signal and a low-friction entry point for prospective clients.
Visitor tracking revealed where users were dropping off: the gap between service pages and a single, distant contact form. Placing lead forms directly on service pages closed that gap. Structural and design improvements followed, including cleaner visual hierarchy, more prominent CTAs, simplified navigation, and improved ADA compliance.
Outcome:
Organic sessions grew 43% over a five-month window, but the more telling number is what happened to that traffic. Leads increased 333% and conversion rate improved 95%. The site was reaching more people and those people were engaging at significantly higher rates.
The campaign was recognized with a silver award in the Organic Search Engine Marketing category at a regional marketing awards program.
Work was conducted during my working at an agency. For this client, I was responsible for CSAT, SEO, SEM, and site development.