We worked with Quandary Consulting Group to transform their website from a placeholder into an organic lead generation magnet.
Their 1,080% increase in traffic reflects the growth from only 1,223 visits a month to over 14,000 visits. And with that traffic came qualified leads and new business for these technology consultants.
Here’s an exact play-by-play of what we did and the results it achieved.
Company Profile: Low Code Technology Partners
Quandary Consulting Group is a technology/software consulting company based in Denver, Colorado. They are partners with Quickbase, Pipefy, and Workato, providing low-code solutions to everyday business problems.
Quandary works with numerous international businesses, helping streamline workflows and processes with low-code, automated solutions. Their primary audience is medium and enterprise organizations looking to scale growth and achieve digital transformation.
Testimonial: Expanding Brand Presence and Organic Leads
“Our organic traffic has increased significantly month over month. We’ve seen over 1,300% in YoY growth. Overall more visibility to our site leads to more awareness in our space, which puts us as a thought leader. Our inbound organic lead generation has resulted in many successful sales.”
– Kevin Shuler, CEO of Quandary Consulting Group (Source: Clutch.co)
Challenge: A Dated Website Failing to Generate Leads
When Quandary reached out to Lead Comet, they struggled to stand out against other Quickbase service providers.
They had a website, but it wasn’t getting much traffic. Organic leads were non-existent. And content didn’t drive any results.
Quandary needed to expand its sales pipeline. And they wanted to dominate their niche as the leading Quickbase service provider.
How We Fixed Quandary’s Sales Funnel
Quandary’s sales funnel was broken.
The home page should have compared value propositions. The design was confusing for visitors. And the case studies struggled to convey expertise.
As a result, Quandary relied solely on cold calling and referrals to drive business.
Before focusing on content, we needed to optimize the core pages for conversions. We also needed to fill gaps in the funnel with conversion rate optimization strategies.
Without the proper funnel in place, traffic won’t convert. So, we started with an overhaul of the website.
To create the copy, we met with the team and hammered out their unique value propositions. We also reviewed competitors in their space. And most importantly, we mined numerous reviews to get the voice of customer data we needed to create new copy.
Once we completed our research, we worked with their website developers to improve nearly all the core pages of the website.
The end result was a professional-looking website with numerous elements designed to drive conversions at each stage of the buyer’s journey.
These are a few tactics we used to improve the sales funnel:
1. Powerful, Comprehensive Copy
After speaking with visitors and clients, we learned that most struggled to understand what Quadnary did. The home page over-relied on jargon to explain complex topics.
As a result, prospects failed to get the insights they needed to convert.
Instead, we simplified the copy. We broke down the service Quandary offered in simple terms. And we rewrote the copy in the language that their prospects used.
This led to more powerful copy that clearly explained Quandary’s unique offering and clarified any questions prospects had about their services.
2. Clearly Defined Sales Funnel
Each page was essentially an island before the overhaul.
There wasn’t much to connect the services and products or tell the right story. The solution was to map out and improve the online sales funnel.
We worked with leadership and sales to better understand the buying process. And we took these insights to create a user experience that was best fit for B2B organizations.
3. Detailed Case Studies
Quandary had numerous case studies highlighting the wins they had with clients. However, they needed support using case studies to tell a story.
We worked with Quandary to reorganize and rewrite their case studies. As a result, they clearly showcased the full power of Quandary’s service line and the potential results their consulting services offered.
We also highlighted these case studies throughout the site, making them accessible to visitors (especially blog traffic). Ultimately, more prospects saw the case studies and could better see how Quandary could help their business through compelling use cases.
4. Chatbot + Script
When it comes to the sales cycle for B2B organizations, it’s a very messy middle.
The start and end points are clear. But in the middle, there are numerous touchpoints that decision-makers have to move through before selecting a vendor.
The chatbot and the script help Quandary qualify leads without putting too much pressure on the user to convert. Users can access the bot anytime, and the questions help qualify the lead. The leads go straight to sales, where a team member follows up directly.
Before we added the chatbot, leads were non-existent on the site. Now, Quandary sees daily interactions with the chatbot. And the script has helped vet and pull in qualified, high-value leads.
As an added bonus, the chatbot also helps find prospective employees and connects low-code users who need support to experts.
5. Exit Intent Modal
While opinions are split on the efficacy of exit intent modals, the key is to have the right approach and goals in mind.
We worked with Quandary’s web developers to set up an exit intent modal on the site we’ve used to run numerous campaigns. These campaigns have given us critical insights that we’ve used to improve the website.
For example, we’ve run surveys asking about the quality of the content, why users visited the site and other critical questions. We’ve also used it to grow the mailing list and support various co-branded campaigns with partners.
Establishing Quandary as a Thought-Leader
Quandary Consulting Group works in a hyper-competitive, rapidly evolving space. Deloitte, PWC, Gartner, Forrester, and many other leading brands share insights.
Positioning Quandary as a thought leader took a unique approach.
Backlinks Through Guest Posts
Guest posting done right is a great way to get your brand in front of larger, more relevant audiences while earning critical backlinks.
We worked with Quandary’s sales, leadership, and development teams to create unique posts that leading publications were eager to publish.
Link-Worthy Articles to Drive Organic Links and Industry Recognition
Earning high-quality, relevant backlinks is key to success for any SEO campaign. Without the relevant signals, you can have great content, but it won’t outrank competing pieces.
While we ran numerous outreach strategies for Quandary, our most successful ones were the creation and promotion of a few key link-worthy pieces.
For example, low code is a trending movement. As a popular topic, journalists are looking for resources to back up their pieces. This inspired us to create a simple post that covered the most important and up-to-date statistics on low code.
When reviewing competing pieces, we noticed several opportunities that would give us the edge. Mainly, the top-ranking pieces cited stats that were dated or secondary web pages (interestingly enough, other curated stats pages.)
When rewriting the existing post for Quandary, we updated the page with current statistics from primary sources. And we also made the post more comprehensive than other pieces.
After republishing it, we noticed it ranked high for a keyword, “low code developer salary”. However, we did not have any stats on that topic. So, we expanded the post again to include additional information on low code developer salaries.
The post exploded.
It went from being a forgotten page on the site to a top-performing asset. And it continues to get organic links as journalists use the information provided in their pieces:
Despite SEO keyword data showing no volume on the search term, relevant sites still search, find, and link to this post.
Optimized Knowledge Base to Help More Developers
One way Quandary generates leads is through its interaction with the low-code development community.
Quandary works in a technical field, helping businesses build low-code solutions for their unique business platforms. Their knowledge base insights help reduce friction in the sales process by building trust with platform users.
However, these articles failed to rank on Google or drive much traffic. Our solution was to optimize each piece for search.
These were quick, easy fixes:
- Improve SEO Title.
- Rewrite Meta Description.
- Add relevant headings.
- Add alt-text to images.
- Make articles more skimmable and organized.
For exact tips and strategies on optimizing existing content, review our guide here.
Our optimizations helped improve the visibility of Quandary’s knowledge base. As a result, they can support more users and guide readers into customers.
How We Grew Quandary’s Traffic Over 1,080%
We worked with Quandary Consulting Group to increase their organic traffic drastically. The site went from receiving 1,223 organic search visitors a month to over 14,000.
Our success is a result of the following campaigns and tactics.
Page Rewrites + Refreshes
Quandary had numerous posts on its site from experts in their organization. However, these posts did not rank for any keywords or drive traffic.
After reviewing the site, we identified several pages with high conversion and ranking potential. These pages ranked between 3 – 20 for relevant keywords (within striking distance.)
We started off by assigning a target keyword for each page. We found these keywords by analyzing existing content, competitors, and search results. After, we made sure that the content aligned with business goals.
We shared our results with the Quandary, and they approved our content calendar.
Our next steps were to delete irrelevant content that was no longer aligned with their business goals. We also combined pieces that were similar to avoid cannibalization issues.
Most importantly, we refreshed and rewrote mission-critical posts.
Our efforts drove real, incredible results:
For exact tips and strategies on optimizing existing content, review our guide here.
Relevant, High-Quality Backlinks
We pursued a range of outreach campaigns designed to earn high-quality, extremely relevant backlinks to Quandary’s website.
A few strategies we used were:
- Unlinked mention campaigns: reaching out to businesses that mentioned, but didn’t link, to the client.
- Lost Link Outreach: Contacting sites that had removed our links and asking for them to be reinstated.
- Resource Outreach: Sharing our resources with qualified sites as a reference for future and current pieces.
- Existing Relationships: We leveraged partnerships with other organizations to build links to Quandary’s website.
As links are a critical ranking factor, we saw significant increases in the blogs we targeted for backlink building. And their improved visibility led to new, organic links that continued to drive results for the business.
Internal Linking
SEO agencies often overlook the power of internal linking.
Previously, Quandary had several links to posts that had not been updated for a few years. When we refreshed those posts, we added new links to new content. As those posts gained traction and backlinks, they passed that link equity onto newer pages.
Ultimately, this helped those pages rank even higher in the search results.
Niche Content Sprints
Search engines (Google in particular) use a site’s estimated authority on the subject as a ranking factor. Our goal with the content calendar was to establish Quandary as an authority through various content sprints.
We started by focusing on content areas that were pillars of the service model: Integration, Automation, Procurement, and Business Transformation. We aligned all new and improved content to those pillars. And we produced extensive content on the subject.
In a sense, we created hub posts that focused on the core element of that subject and then built spoke posts off of that main hub. The end result was a set of comprehensive guides to key service areas that Quandary provides.
And over time, we saw significant improvements to content in those topic areas.
For tips and strategies on our exact SEO process, review our guide here.
Gaining Transparency with Clear Data Insights
Data analytics and reporting tend to be a challenge for SEO agencies. They get lost in the data and metrics they use to track progress. This makes showcasing wins a challenge.
To ensure transparency and highlight wins, we set up Google Analytics to track events and goals on the site. This allowed us to connect increased goal and event completions to traffic easily.
Monthly reporting happens in a simple, accessible dashboard. And leadership can quickly see how our SEO efforts drive results.
Clear reporting makes it easier for Quandary to justify its investment in SEO.
It also helps them quickly gauge progress independently and without the confusion or frustration found in traditional reporting.
Quandary’s Overall Results
When Quandary started out, it needed a way to stand out above its competitors in organic search. Now, they’re on a whole new playing field. Their increased brand presence puts them in a better position to compete against leading players.
May 2022 vs. October 2022 Comparison:
Quandary continues to drive traffic to its website and qualify more leads through its numerous sales touchpoints. In short, SEO continues to be a profitable investment that drives revenue to their organization.
Moving forward, Quandary aims to use SEO to test out new vertices and markets.
They will leverage their existing insights to learn more about where they can take their business. Finally, it’ll continue to leverage its organic traffic to position itself as a player in the technology consulting space.
