Action plan: a B2B SaaS vendor whose blog could not convert
A SaaS vendor believed its SEO brought nothing. The diagnosis found a blog where every demo button led to an error page and tracking that never loaded. The plan: fix, prepare the migration, then open up.
- 2ndposition on the main buying query
- 0Google ads on the queries checked
- 7/12competitors buying Google Ads
- Sector
- B2B SaaS, international logistics
- Market
- Europe and United States
- Scope
- Tracking, SEO, site migration
- Duration
- 3 phases
- Stack
- Webflow · HubSpot · Google Tag Manager · Google Analytics 4
01 · Context & diagnostic
Where the client started
Every action plan opens with the same page: what the business sells, where leads come from today, and what the numbers say before we touch anything.
A B2B software vendor that sells mostly through outbound, with one sales rep per country. SEO had been stopped after 18 months: it was expensive for what looked like the same number of inbound requests.
The question was simple: has anything changed? We reviewed the site, Google rankings, market advertising and five competitors' offers, without access to internal tools.
What the diagnostic found
- TrackingThe Tag Manager container never loaded because of a six-character error, so the demo request event was never sent.
- Blog47 articles, four demo buttons per article, all pointing to a 404 page. The blog could never generate a request.
- Indexing23 of 47 articles missing from a sitemap frozen for over a year, and nothing published for 18 months.
- GoogleAlready 2nd and 4th on the two main buying queries, with no competitor ads on them.
- ProofNo customer logo, figure or testimonial on the site, while every competitor shows them.
02 · Three priority levers
Three levers, ranked by impact and effort
We never list twenty recommendations. The plan keeps the three that move revenue fastest, each with an estimated impact, an effort score and an owner.
- 01Phase 1
Fix tracking and broken links
Seven fixes on the current site, a few hours of work with no outside vendor: tracking code, redirects, form fields, sitemap, consent.
Estimated impactHighEffort: Low- Demo event firing
- Redirects for 404 pages
- Regenerated sitemap
- 02Phase 2
Prepare the migration and show proof
A checklist that protects existing rankings during the redesign, then customer proof, one page per market sold and named integrations.
Estimated impactHighEffort: Medium- Migration checklist
- Quantified customer proof
- Pages per market
- 03Phase 3
Open up on buying queries
Build on rankings already earned instead of a blank page, and connect company identification to the existing CRM.
Estimated impactMediumEffort: Medium- Pages on buying queries
- AI Overview tracking
- Sales alerts by country
03 · Execution order
3 phases, In the order that compounds
Measurement first, then the fastest lever, then the ones that need traffic to prove themselves. Each phase has a deliverable and a number to check before moving on.
- Week 1FixSeven fixes on the current site.KPI · Demo requests tracked
- Before the redesignPrepare and proveMigration without ranking loss, customer proof.KPI · Rankings kept
- ThenOpen upTargeted SEO and company identification.KPI · Requests per query
04 · Results
What changed, measured against the baseline
The figures below come from the diagnosis. They show why SEO could not be judged: conversion was never connected.
- 2ndposition on the main buying query
- 0Google ads on the queries checked
- 7/12competitors buying Google Ads
- 404destination of the demo buttons on 47 articles
05 · What’s next
The next three levers
An action plan is never finished. The review produces the next plan, with the same format: three levers, impact, order.
- 01A scoped Google Ads test once conversion is tracked
- 02Regular LinkedIn publishing to the existing audience
- 03One quantified customer case per segment
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