A platform-page rebuild and a BOFU content wave took a vertical legal SaaS to +63% organic sessions and a record month for organic-influenced demos.

The foundation was there: real automation, a real CRM, real lead-qualification tooling. But the site wasn't built to claim it in search. Headers didn't match the keywords they were supposed to own, years of legacy content needed consolidating, and bottom-of-funnel coverage was thin relative to a category that was actively searching comparison and "best of" queries the site simply didn't answer.

The clearest symptom was on the core platform pages. Across most of them, the target BOFU keyword wasn't represented in a header at all. The H1 on the legal CRM hub, for example, was a generic benefit phrase (A complete legal CRM system in a single, organized place), with the term the page actually needed to rank for nowhere in the heading structure. That pattern repeated across the platform set: real keyword demand the page was never built to claim.

Three workstreams, in order: clean up what was dragging the site down, rebuild the pages that mattered most, then fill the bottom-of-funnel gaps the audit surfaced.

Consolidation first. Ninety pages (old TOFU posts, overlapping practice-area content, cannibalizing duplicates) got redirected or sunsetted. The point wasn't subtraction for its own sake; it was concentrating link equity onto the pages built to carry it.

Then the platform-page rebuild. Twenty-nine core pages had their URLs and headers reworked. I mapped each page to a target BOFU keyword first, then rebuilt the heading structure around it: the keyword became the H1, with the existing benefit phrase demoted to an H2 underneath it instead of carrying no keyword signal at all. The legal CRM hub above, for example, had its target keyword in neither the H1 nor the H2. I made Legal CRM the H1 and moved A complete legal CRM system in a single, organized place down to the H2 beneath it. I piloted the format on a handful of pages, including the ones flagged "crawled but not indexed" in GSC, before rolling it out further, so there was a read on whether it actually moved indexation before committing the rest of the page library to the rewrite. Across the platform set, 65 pages recovered indexation within five weeks.

Then the BOFU wave. Twenty-four blog posts, new and refreshed, targeting the comparison and "best of" queries the consolidation audit showed the site wasn't covering. Three of them now rank #1 for their primary keyword.

Schema (SoftwareApplication, Review, FAQ) went out sitewide alongside the rebuild, and the homepage itself got rebuilt in the same window. None of this shipped as an isolated test: consolidation, the platform rebuild, schema, the homepage, and the BOFU content wave all landed in the same several-month stretch, and that combination, not any single lever, is most of why the numbers below moved the way they did.

Partway through this engagement, the client brought Directive on for paid media too: a $150K engagement, a different service line entirely. The CMO attributed the decision directly to how the organic side was run, the results and the partnership both, enough to walk away from a 3-year incumbent agency to do it.