Industry: B2B SaaS & IT (Scheduling & Workforce Automation)
Services: Technical SEO, Product-Led SEO, UX & Conversion Optimization, GTM & Funnel Analytics
Key Result: 4.1× increase in organic signups and 2.3× uplift in demo conversions
Tech Stack: GA4, GTM, HubSpot, Google Search Console, SEMrush, Mixpanel, Hotjar
Overview
A SaaS scheduling and workforce automation platform approached TechnoRhythms with a clear challenge: traffic to the site was stable, but product signups and demo requests were not growing. Despite strong product capabilities, the website and funnel weren’t aligned with ICP pain points, and there was no structured product-led SEO strategy in place.
Our goal was to increase organic signups and demo conversions by combining Technical & Product-Led SEO with conversion-focused UX and a data-driven funnel measurement strategy.
Business Challenges
1. Low Organic Signups
- Steady traffic but a small percentage of visitors starting a trial or booking a demo
- Use case pages were not ranking well and didn’t clearly connect to product value
- Content strategy was generic and not mapped to key workflows
2. Weak Product Positioning
- Hero messaging focused on features, not outcomes
- No clear call-out for core ICPs (operations leaders, service founders, HR coordinators)
- Lack of vertical-specific narratives for key industries
3. Missing Product-Led SEO Framework
- No workflow or job-to-be-done pages targeting real-world scheduling problems
- Limited “problem” and “comparison” keyword coverage
- No structured internal linking between product, use case, and comparison pages
4. Limited Behavioral Insight
- Event tracking in GA4 and Mixpanel was incomplete
- No clear funnel view from landing page → pricing → demo → activation
- No heatmap or scroll-depth analysis on key pages
5. Demo Page Leakage
- Long, high-friction demo form
- CTAs placed below the fold or competing for attention
- Missing trust badges, customer logos, and proof elements
Diagnostic Approach (Design Thinking + Data)
We applied a Design Thinking-led diagnostic framework combined with detailed analytics to understand where messaging, product, and funnel were misaligned.
- Empathize: Interviewed power users and customer success teams to map real scheduling and workforce challenges.
- Define: Identified primary ICPs: operations managers, service-based founders, and workforce/HR coordinators.
- Ideate: Created concepts for a new SEO architecture, outcome-based messaging, and simplified conversion paths.
- Prototype: Built updated versions of the homepage, use case pages, pricing page, and demo page.
- Test: Ran A/B tests on hero statements, CTA placement, demo form length, and pricing UX.
Solution Breakdown
1. Product-Led SEO Architecture
We developed a product-led SEO structure that closely mirrors how prospects search for scheduling solutions:
- Use Case Pages: Employee scheduling, shift management, time-off management, workforce planning.
- Pain-Point Pages: Manual scheduling problems, inefficient shift planning, managing remote workers, rota confusion.
- Comparison Pages: Platform vs competitor tools, platform vs spreadsheets/Excel.
- Outcome Pages: Reduce scheduling errors, automate workforce planning, improve team productivity.
Result: Significant increase in bottom-funnel organic traffic from high-intent queries.
2. Technical SEO Enhancements
Using our Technical SEO framework, we strengthened the site’s technical health:
- Improved Core Web Vitals and overall page performance
- Implemented SoftwareApplication and FAQ schema on key pages
- Cleaned up crawl waste and improved internal linking across workflows
- Restructured URLs around workflows and use cases instead of generic feature names
Result: Steady growth in impressions and clicks, especially for workflow and comparison keywords.
3. UX & Conversion Optimization
We redesigned high-impact pages guided by our conversion-focused UX principles:
- Homepage: Outcome-based hero with clear value statement and dual CTAs (“Start Free Trial” and “Book a Demo”).
- Pricing Page: Simplified plans, clear differentiators, and FAQs tailored to buying objections.
- Demo Page: Shorter form, above-the-fold CTA, trust badges, ratings, and mini case study highlights.
Result: Demo submission rate improved significantly as friction was reduced and proof increased.
4. Full-Funnel Analytics Implementation
We rolled out a complete measurement layer leveraging our GTM & analytics strategy approach:
- Configured 19 GA4 events to track pricing views, demo starts, trial signups, and key product activations.
- Synchronized GA4 and GTM events with HubSpot for lifecycle tracking (lead → MQL → opportunity).
- Built funnel dashboards to identify where prospects were dropping off and which pages drove the highest-value actions.
Result: Full visibility into performance from acquisition to activation.
5. Creative & Visual System for SaaS
To support both organic and paid acquisition, we created:
- ICP-specific visuals showing real scheduling workflows
- Clear product screenshots annotated with outcomes
- Workflow diagrams highlighting time saved and error reduction
- Consistent iconography and visual language across ads and product pages
Result: Higher engagement, better time on page, and stronger product understanding.
Results
- 4.1× increase in organic signups driven by product-led SEO and CRO
- 2.3× improvement in demo conversions after optimizing demo and pricing experiences
- 82% growth in bottom-funnel organic traffic from use case and comparison pages
- Improved qualification rate as more visitors understood fit before requesting a demo
- Clear funnel attribution enabling smarter spend across channels
Design Thinking Insight
Prospects weren’t primarily searching for “scheduling software” — they were searching for solutions to missed shifts, manual rotas, and coordination headaches. When the website, content, and funnel were reframed around these real workflow pains and outcomes, signup intent and demo requests increased dramatically.
Business Impact
- Predictable, scalable organic pipeline of signups and demos
- Higher demo quality and better sales team efficiency
- Lower acquisition costs thanks to stronger organic contribution
- Reusable product-led SEO and UX framework for new features and verticals
- Stronger alignment between product, marketing, and sales
Ready to Accelerate Your SaaS Growth?
TechnoRhythms helps B2B SaaS teams scale smarter with Technical & Product-Led SEO, GTM Strategy & Funnel Analytics, conversion-focused UX, and Performance Marketing.
👉 Request a Strategy Session
👉 Explore all services