Case Study: Increasing Blog Traffic by 64.5% with a 3% Click-to-Conversion Rate

When our client came to us at the beginning of 2024, they had an average blog and some okay traffic numbers, but conversions were low.

They wanted a data-informed blog content strategy to increase website traffic and turn visitors into paying customers, bumping up their click-to-conversion rate. They also wanted to make the most of quality content with a repurposing campaign across social media and gated content that turned anonymous traffic into emails and leads.

Let’s look at what we did and our results over our first 6 months.

Month 1: Laying the Foundations

First, we started with a detailed audit of the client’s existing blog and SEO performance.

We brought in our expert team to analyse traffic patterns, bounce rates, and current keyword rankings to uncover gaps and opportunities for growth. These insights laid the groundwork for a set of clear, achievable goals.

Meanwhile, we got to work performing KW research. To do this, we analysed the competitors and their current performance, created a bank of KWs, and mapped them across pages. Next, we sorted those KWs into buckets, saw where we needed to plug the holes in their current blog, and spotted content opportunities that could propel us to the top of the SERPs.

All this went into our strategic content calendar, outlining 2–3 weekly blog topics, designed to resonate with the client’s target market and boost visibility. In the calendar, each blog brief was analysed for funnel position, keywords, internal links, and links to other content designed to keep visitors reading and nurture visitors down the funnel.

At the same time, our resident blog-whizz got to work optimising the blog’s existing content. Although this wasn’t part of the project’s original scope, we knew refining meta descriptions and tightening up internal links would be vital for overall blog health. We proposed a new design to the client’s team, who started to make the changes.

With these fundamentals in place, we ensured the blog was primed for growth.

Months 2–3: Building that Momentum

Once our strategy was put in motion, we began publishing 2–3 blog posts each week. 

These posts combined SEO blogging best practices with engaging, accessible writing, covering everything from actionable how-tos to in-depth guides and thought leadership articles. Crucially, to maintain that time-on-page, we optimised introductions, leading with an interesting hook and finding space to share other types of content, like YouTube videos and more.

We also implemented an internal linking strategy (no dead ends!) that connected new blogs to cornerstone content and other relevant posts. This reduced the bounce rate while encouraging readers to explore more of the site, keeping them around for longer and leading them all the way down that sales funnel.

On top of this, we amplified each blog’s reach through social sharing and email newsletters, making sure they got in front of the right audience. This meant repurposing standout content into LinkedIn carousel posts, short animated videos, and infographics, helping to extend its reach and engage new audiences.

Meanwhile, we kept a close eye on tracked keyword rankings, click-to-conversion rate, and traffic metrics, using these insights to refine and improve future content and making edits to our blog calendar as the project moved on.

Months 4–5: Expanding Reach

In month 4, we were starting to see this payoff, with some featured snippets and gradual upticks in traffic. Now, we switched our campaign to focus on refining high-performing content and expanding its impact. 

Blogs that were close to ranking on the first page of Google were refreshed with updated keywords, new sections, and multimedia elements like visuals and tables to push them higher. Blogs that saw their position decline (a natural part of being top of competitive SERPs) got a refresh too, and we played around with the kind of content that suits.

Month 6: Accelerating Growth

Our initial contract was coming to an end, so we conducted a thorough performance review, assessing progress against the KPIs we set ourselves at the beginning and deep diving into stats like traffic, click-to-conversion rate, and time-on-page. 

Using tools like AHRefs, we worked once again on fine-tuning top-performing blogs by adding new keywords and expanding into related topics to further boost their visibility. We delivered our final month’s blog content, and prepped a report on our progress.

Let’s Break Down The Stats

So, in 6 months with Empowered English, what were we able to deliver?

• Monthly blog visitors rose from 5327 to 8758 – a 64.4077% increase
• Average time on page increased to 2 minutes 45 seconds
• Bounce rate went from 52% to 39%
• Ranked on the first page of Google for 26 keywords (including the top 3 for 8 key terms) 
• Secured 4 featured snippets for FAQs and ‘What is xxx’ search terms
• Click to conversion rate: 2.93%

The Results

Our data-driven, precise methodology delivered steady growth in traffic, improved engagement, and measurable results. 

By combining consistent publishing with strategic SEO, targeted promotion, and ongoing optimisation, we set the blog up for long-term success, and signed them for another 6 months, of course!

Want to transform your boring blog into a lead-generating machine? Let’s talk. Contact us here for your free consultation.