Productivity software firm
214% more organic enquiries
We cleared the technical faults slowing the website down and rebuilt its service pages around the searches its buyers make.
Case study · Accounting software
B2B SEO for an Accounting Software Firm: 171% More Demo Requests
This software firm sells accounting tools to small and mid-sized businesses. Its product pages listed features, while buyers searched for the problems they needed solved, and the site was slow on every device. We built a page for each product around the problem it solves, made the site fast and earned links from the trade press its buyers read. Demo requests from organic search rose by 171%.
Problem-led pages
Site speed
Trade press links
Measured results
What Changed for the Firm
171%
more demo requests from organic search
Requests from people who found the firm on Google, year on year.
2.1s
page load time on mobile, down from 6.4s
Measured on the product pages buyers land on.
14
links earned from trade publications
From the accounting and small business press its buyers read.
Demo requests are counted in the firm's own CRM and analytics, set beside the same months of the previous year.
Before we started
The Challenge: Features Listed, Problems Unanswered
Buyers rarely search for a feature name. They search for the job they need done: closing the month faster, chasing late invoices, getting ready for a tax deadline. The firm's product pages answered none of those searches.
The pages were also slow, especially on phones, and the site had few links from sources Google trusts in its market, so rivals with weaker products ranked above it.
Our approach
How We Grew Demo Requests
Pages buyers search for, a site that loads fast, and proof from sources Google trusts.
A page for each problem
Each product got a page built around the business problem it solves, written in the words buyers use.
Made the site fast
We compressed images, removed scripts the first view did not need and cut mobile load times by two thirds.
Earned trade press links
We offered useful data and expert comment to the publications its buyers read, and earned links in return.
Put the demo request in reach
Every product page now offers a demo at the point a buyer is convinced, not only at the bottom.
Scope
Everything in the Plan
B2B SEO for a firm whose buyers compare before they call.
- Buyer search research
- Problem-led product pages
- Page speed audit and fixes
- Image and script clean-up
- Trade press outreach
- Expert comment and data for journalists
- Demo requests on every product page
- Enquiry tracking by page
Where it stands
More Buyers Asking to See the Product
Demo requests from organic search rose by 171% compared with the year before. The new problem-led pages bring in the searches, the faster site keeps buyers on them, and the trade press links help them rank above larger rivals.
For Reading firms
What Reading Firms Can Take From This
Any B2B firm in Reading that sells a product or service buyers compare can use the same plan.
Write about problems, not features
Buyers search for the job they need done. Name the problem on the page before you name the feature that solves it.
Speed is part of SEO
A slow page loses buyers before they read it, and Google measures how quickly pages load for real visitors.
Earn links from your own market
A few links from publications your buyers read count for more than many from unrelated sites.
Offer the next step early
Put a demo or call request where a buyer is convinced, not only at the bottom of the page.
Questions
Questions About SEO for B2B Software
Why do feature pages rank poorly?
Because buyers rarely search for feature names. They search for the problem they need solved, and a page needs to answer that to rank.
How do you earn links from trade press?
By offering journalists something useful: data, expert comment or a clear explanation of a change in the market. We never buy links.
Does site speed really affect rankings?
Yes. Google measures how quickly pages load for real visitors, and a slow page also loses buyers before they read it.
Can you help software firms in Reading?
Yes. Reading and the Thames Valley have many software and technology firms, and the approach is the same for each.
Other projects
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Read the case study about Productivity software firm
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Named in AI answers to 31 buyer questions, up from 6
We asked the questions buyers put to ChatGPT and Google's AI Overviews, rewrote the pages those tools quote and earned mentions on the comparison sites they cite.
Want More Demo Requests From Google?
Tell us what you sell and who buys it. We will reply with the searches worth winning, what it would take and what it should bring in.