Conversion Rate Optimization (CRO)

The story:

When I arrived at Mitel, the blog was nothing more than another content type in a disused resources section. It had no owner, no strategy, no measurable traffic, no images and no home of its own. But I saw potential.

I advocated. I educated. And I pushed.

Fast forward a few years and the blog was one of the company’s biggest content marketing wins.

I helped build the blog to over 300,000 page views per year (over 50% organic) driving an active pipeline of leads. With the SEO research and audience insights incorporated, it even became a successful pitching platform for our PR department. All with no dedicated blogging resources.

Want to know how? Contact me >

Major improvements:

  • Dedicated blog home page
  • Increased visual focus
  • SEO keyword research applied
  • Audience topic insights incorporated
  • Widespread crosslinking
  • Linking to relevant conversion points
  • Design and usability improvements
  • Blog subscription launched
  • Creation of serial content

Results highlights:

  • Annual traffic growth of 100%+
  • Even faster organic growth rate
  • 300,000+ page views per year
  • Active lead pipeline
  • Successful pitching platform for PR
  • Used in content marketing campaigns and nurture tracks