The platform
nobody could
find online.
A legaltech platform with a strong product but zero organic presence. Every lead was paid, and CAC was unsustainable at scale. We built a content engine that made search work harder than the sales team.
The challenge
The product was excellent. The market knew nothing about it. One hundred percent of traffic was paid — Google Ads and a small LinkedIn program — and CAC was climbing every quarter as competition entered the space.
The marketing team had tried content before: a handful of blog posts written by the product team that ranked for nothing. They needed a systematic approach, not another content calendar nobody would follow.
What we did
- Built a programmatic content engine targeting 200+ long-tail keywords mapped to buyer-intent stages.
- Fixed critical technical SEO issues: crawl budget waste, duplicate content, missing schema, and a broken internal linking structure.
- Launched a comparison page strategy — "us vs. competitor" pages that captured high-intent bottom-funnel traffic.
- Created a content production system with legal SME review loops that maintained accuracy at volume.
The outcome
Organic traffic grew 220% in twelve months. More importantly, it was the right traffic — 34 MQLs per month from organic alone, where there had been zero. The comparison pages became the highest-converting landing pages on the site.
Year-one content ROI hit 8.4× on fully loaded costs. The paid team started pulling budget from branded search because organic was cannibalizing it anyway.
№007 —
Premium Home Goods.
How a creative testing framework and account restructure pushed ROAS from 1.8× back to 3.1× on Meta.