Driving Exponential Growth for a B2B Web Accessibility Provider with Full-Stack Digital Marketing
Andava Digital stepped in to design and execute a complete digital marketing strategy, from SEO and PPC to social media management. The result? Massive growth in leads, drastically lower CPL, and impressive revenue gains in an increasingly saturated market.
About The Company
The Challenge
- Scaling Lead Generation: They needed to increase lead volume while keeping acquisition costs down.
- Competitive Pressure: Bigger players were dominating the search results, driving up CPC and making it harder for our client to get in front of their ideal audience.
- Boosting Revenue per Customer: Their existing customer base was solid, but there was room to maximize revenue by pushing higher-margin services and focusing on high-intent keywords.
- Increasing Organic Visibility: Despite providing a niche service, they lacked strong organic rankings and authority, making it tough to compete for top spots in search results.
Strategy and Solution
SEO Overhaul: Building Authority and Traffic
- On-Page Optimization: We revamped their content structure, optimized for intent-driven keywords, and created SEO-rich landing pages to drive more conversions. The on-page SEO wasn’t just about stuffing keywords—it was about making the content highly relevant and useful for both users and search engines. Each page was strategically aligned with user intent, helping them grab search traffic at every stage of the funnel.
- Link Building at Scale: We hit the ground running with targeted link-building campaigns. The goal wasn’t just volume—it was quality. We secured backlinks from high-domain authority websites, using targeted outreach and content-driven partnerships that boosted their authority within their niche. This wasn’t your typical “set it and forget it” campaign. We fine-tuned the anchor text strategy and consistently revisited the profile to ensure relevance and diversity in links.
- Technical SEO Excellence: We set up the technical foundation from scratch—everything from canonical tags to XML sitemaps. Ongoing monitoring became part of the routine to make sure site performance was optimal. We ran weekly technical audits to identify any crawl errors, indexation issues, or potential speed bottlenecks and addressed them immediately.
PPC: Optimized for Performance and Scale
- Smart Campaign Structure: We set up a layered campaign structure that covered brand defense, custom search, Performance Max, and retargeting. This approach allowed us to target users at different stages of the buying journey and ensured they stayed top of mind, wherever prospects were in the sales funnel.
- Cost per Lead Optimization: By running granular A/B tests on ads and landing pages, optimizing ad copy, and fine-tuning audience targeting, we cut the Cost per Lead (CPL) by 300%. We continuously optimized keyword bids to focus on high-intent, low-competition terms, allowing the client to punch above their weight in a competitive market.
- Conversion Rate Optimization: Beyond driving traffic, we made sure that traffic converted. We monitored user behavior through heatmaps and session recordings to identify drop-off points and friction in the funnel, then adjusted landing page layouts, mobile usability, and form flows to increase conversions.
Social Media: Amplifying Awareness
- Engagement Strategy: By focusing on building an organic social presence that resonated with their audience, we achieved a 400% growth in social engagement over two years. We weren’t posting for the sake of posting. Every piece of content was data-driven, aimed at reinforcing the brand’s thought leadership in web accessibility.
- Lead Contribution: Social engagement funneled into lead gen, accounting for 15% of new leads. While SEO and PPC were the heavy lifters, social media rounded out the strategy by adding credibility and trust to the brand.
Services Provided
- SEO: Deep dive into content and on-page optimization, authority-building through link acquisition, and technical SEO to ensure site health.
- PPC: Google Ads management, from campaign setup to constant refinement, focusing on lowering CPL and increasing conversions.
- Conversion Rate Optimization: Analysis of user behavior to remove friction points and optimize both desktop and mobile experiences for better conversion.
- Social Media: Building engagement and awareness through targeted content and strategic posting, driving brand visibility and contributing to lead gen.
- Consulting: Ongoing digital strategy consulting to keep campaigns aligned with business objectives and respond to market changes.
Business Impact
Sustained Lead Growth
Our strategies delivered 200% year-over-year growth in leads over the past four to five years. The SEO and PPC campaigns fed consistent, high-quality traffic into the funnel, ensuring a steady stream of qualified leads. The balance between organic and paid traffic created a sustainable lead flow that reduced dependency on any one channel.
Cost Efficiency in Lead Generation
Even as the market grew more competitive, we reduced their Cost per Lead by 300%. This wasn’t just about cutting costs—it was about making every dollar work harder. By refining bids and focusing on high-margin, low-competition keywords, we ensured that they maintained strong visibility without inflating the budget.
Increased Revenue per Customer
By optimizing for high-value services and targeting the right keywords, we helped the client see a 150% increase in revenue per customer year-over-year. This strategy enabled them to prioritize higher-margin services, increasing the profitability of each lead they brought in.
Organic Traffic Explosion
Our SEO efforts paid off with significant gains in organic traffic, valued at between $50,000 and $75,000 per month in equivalent advertising spend. This organic growth positioned them as a leader in their niche, significantly reducing reliance on paid traffic.
Dominating Search Results
By strategically targeting relevant, high-intent keywords, the client now ranks for 350 target keywords on the first page, with 50+ super-targeted keywords in the top 1-2 positions. This search dominance has positioned them as a go-to player in the accessibility services industry.
Key Growth Metrics
- 200% YoY lead growth
- 300% CPL reduction
- 150% higher revenue per customer
- 500+ quality backlinks
- 50+ top keyword rankings