How I Earned 150% Increase in Demo Requests for GAINS Solutions

GAINS came to me with a website that had been dropping in traffic after a botched site redesign.

Traffic had been falling for months and they didn’t know how to correct it.

Once we’d corrected the underlying migration issues and changed their content strategy, I was able to help them increase demo requests by over 150% from organic traffic alone.

Taylor Scher Consulting

The Problem

The problem GAINS had stemmed primarily from a site redesign that didn’t factor in SEO.T his is way too common with SEO and as a result, their traffic started to nose dive.

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With over 3 months of traffic being next to zero, they came to me for help reversing that negative trend.

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The redesign came with plenty of issues, but the main one was that all their URL structures changed and had a noindex tag attached to them so all of their URLs were effectively removed from Google’s index.

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This means that the pages that were previously giving them organic traffic immediately stopped ranking and driving results.

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Here are some other key issues we found in the audit:

They had an extremely solid list of product pages built out, but none of them were optimized for search.
The majority of their content was written by AI without enough human input.
The clicks they were attracting were almost exclusively driven by branded search so they were missing valuable opportunities for organic growth.

The Solution

Part One

Correcting Their Web Design

Here’s what this looked like:

We had to submit a request to get non-indexed pages indexed. Most of their pages had a noindex tag applied during the redesign and while they had removed the noindex tag, Google still wasn’t recrawling those almost 3 months later and we needed to take action.
We also added redirects for pages that were broken by the redesign.

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Part 2

Optimizing Product And Industry Pages

Here’s what this looked like:

Since these pages have high conversion intent, we fine tuned them to attract traffic from the people with the problems GAINS solves.
We also built out more product pages to cover the full range of use cases for their products.

Part 3

Auditing and adjusting their entire content profile to maximize traffic.

Here’s what this looked like:

We merged underperforming content to get more reach out of it.
We also updated content that was in a low-hanging fruit position and/or had conversion potential.
For pages written by AI, we rewrote or refreshed the content to improve reader experience and growth.

Part 4

Creating content designed to drive demos or links

Here’s what this looked like:

We found the topics that were most likely to drive conversions and planned for SEO performance from brief to live content.
We developed a content plan based on what would earn links, including plenty of thought leadership and link magnets/