The Situation
The product was excellent — NPS of 72 and strong retention — but discovery was entirely paid. Google Ads cost $320 per trial signup, and LinkedIn campaigns were even more expensive. The website had six feature pages, a pricing page, and a blog with sporadic posts. Meanwhile, competitors like Monday.com and Asana had thousands of indexed pages capturing every relevant search.
The Turning Point
A competitor analysis revealed that 60% of their lost deals had first discovered the competing product through organic search. James realized they were paying to acquire customers who had already been educated by competitors' content.
What We Did — And Why
We took a two-pronged approach. First, programmatic pages targeting high-intent comparisons — every 'vs' and 'alternative to' query in the construction PM space. These pages were honest, detailed, and included genuine feature comparisons. Second, a resource center with construction-specific templates and guides that established topical authority. Technical improvements ensured the growing site was properly crawled and fast-loading.
Our Approach
- 1.Built 120 programmatic comparison and alternative pages ('X vs Y' and 'best project management for [use case]') targeting bottom-of-funnel keywords with high conversion intent.
- 2.Created a construction project management resource center with templates, checklists, and guides that earned 45 backlinks from industry publications.
- 3.Implemented technical SEO fixes including site speed optimization, internal linking architecture, and proper indexation of the app's public-facing pages.
The Results
The comparison pages started ranking within 3 months due to low competition and high specificity. By month 9, organic was generating 185 free trial signups monthly at an effective CAC of $86. The sales team reported that organic leads were better educated and converted to paid at 2x the rate of ad-sourced leads.
In Their Own Words
“James told us: 'The board now calls organic our unfair advantage. Every piece of content compounds — we are building an asset, not renting attention.'”