Portable Analytical Solutions (PAS) faced a challenge: fewer people were searching and buying, putting their organic SEO conversions at risk. The solution? A strategic, data-driven approach that not only stabilised performance but delivered record-breaking leads.
Portable Analytical Solutions provides top-tier portable scientific instruments for industries across Australia. From mining to pharmaceuticals, their technology empowers professionals to analyse on the go. But with the economy tightening its grip, PAS needed a smarter approach to keep the leads coming in.
The Challenge
The economic downturn meant fewer searches, reduced buying intent, and a tougher fight to win conversions. PAS already had strong pages for their products, industries, and the underlying technology. But something was missing—content for buyers in the consideration stage who needed to compare similar products before making a decision. Expecting users to jump between tabs wasn’t cutting it.
The Strategy
We switched gears, focusing on the buyer’s journey. Realising there were gaps in the consideration stage, we created a suite of comparison pages that stacked PAS’s products side by side. These pages were designed to guide users seamlessly through product research, reducing friction and answering key questions.
Not only did this enhance the user experience, but we also optimised these pages for high-value keywords with real search volume. Combined with ongoing SEO efforts, including metadata optimisation and technical tweaks, the strategy was primed for impact.
The Results
The impact? Game-changing.
- Organic SEO conversions increased by 10-30% month on month, equating to 10-25 additional leads per month.
- Organic search traffic surged by up to 35% month on month.
- Despite economic challenges, PAS is now receiving the highest number of leads they’ve ever had.
By identifying and filling gaps in the buyer’s journey, we turned a tough market into an opportunity for growth.
