Global
Industry
SaaS
Services Provided
Search Engine Optimization
Content Marketing
Our client, a content marketplace connecting businesses with freelance writers, approached us at a critical juncture. Despite investing heavily in Facebook and Instagram advertising for lead generation, they were operating at a negative ROI with no organic visibility.
The platform's mediator-based business model was showing limited scalability in the Indian and UAE markets, and their custom-built technology platform presented maintenance challenges that hindered growth. Over 14 months, we guided them through a complete business transformation involving strategic rebranding, business model restructuring, website migration, and comprehensive SEO implementation. The pivot resulted in scaling their organic lead generation from zero to over 200 qualified B2B leads monthly while achieving an incremental annual revenue of INR 3+ crores (USD 350K+).
Note: The original name of the client has been withheld to comply with NDA obligations. A placeholder name has been used where required for documentation purposes only.
The client operated a bidding-based content marketplace where writers competed for projects posted by businesses. While this model worked well in some western markets, our client was finding it difficult to gain traction with India and UAE based B2B buyers. Several pain points emerged during our initial discovery phase:
Through multiple strategy sessions with the founding team, it became clear that incremental improvements would not solve these fundamental challenges. The business needed a comprehensive pivot.
Our approach centered on validating a new business model through market research before executing the operational transformation:
We conducted research across 20+ established content agencies serving the Indian & UAE B2B market. The data revealed a clear preference for fully managed services over marketplace models. Buyers valued consistent quality, account management, and end-to-end execution more than cost savings from a bidding system. This insight validated our hypothesis that a pivot was necessary
Based on research findings, we recommended transitioning from a marketplace to a fully managed content service. This meant building an in-house team of writers and editors, implementing quality control processes, and offering complete content solutions rather than just connecting buyers with freelancers. The new model would include content strategy, SEO optimization, and editing as standard deliverables.
We proposed migrating from their custom platform to WordPress. The new business model required standard service pages, lead capture forms, and content publishing capabilities. WordPress would reduce technical overhead while providing the flexibility needed for growth.
With paid advertising proving unsustainable, we designed a comprehensive SEO strategy targeting three audience segments: service-based searches, location-specific queries, and industry-vertical content needs. The strategy included aggressive content production paired with strategic link building to accelerate domain authority growth.
Every page would serve as a potential conversion point. We designed a three-tier lead generation system: hero section contact forms for immediate inquiries, mid-page lead magnets offering content samples, and bottom-of-page consultation CTAs. Blog articles would include contextual CTAs and downloadable resources to capture research-phase prospects.
We completed the brand repositioning and website migration to WordPress. The new site launched with 15 core service pages, 8 location-specific landing pages, and 5 industry vertical pages. Each page was optimized for target keywords identified during research. Initial organic traffic was minimal, as expected with a new domain structure.
The team ramped up to publishing 7-8 in-depth blog articles monthly, alongside expanding the landing page portfolio to 40+ pages covering various service combinations, locations, and industries. We simultaneously executed off-page SEO through quality guest posting on industry publications, editorial outreach for backlinks, and strategic submissions to platforms like Featured and HARO. Domain authority began climbing from 12 to 23.
Month 8 marked the inflection point. Organic traffic crossed 8,000 monthly visitors, and qualified B2B leads through website forms reached 85 per month. Several service pages started ranking on page one for commercial intent keywords. The lead magnet strategy proved particularly effective, with content sample downloads converting at 18% to consultation bookings.
By month 12, organic leads stabilized at 200+ monthly. The business was closing 25 to 30% of qualified leads, generating consistent monthly revenue. The client expanded their in-house team from 4 to 12 content specialists to handle the increased project volume. Annual revenue reached INR 3.2 crores (USD 350K) with healthy profit margins, having completely eliminated dependency on paid advertising.
The success of this engagement reinforced an important principle: sometimes the right strategy is not optimizing what exists, but reimagining the foundation itself. The client's willingness to embrace a fundamental business model change, combined with disciplined execution of the SEO roadmap, created sustainable growth that continues today.
Impact Delivered
450+
Solutions Delivered
for our clients & partners
20M+
People Impacted
through our solutions
15+
Countries Catered
for our global clientele
98%
Client Satisfaction
through verified reviews
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