Tech

Driving Sustainable, Content-led Growth for Billy

Overview of Project

Billy, an independent insurance compliance platform serving the construction industry, wanted to scale inbound web leads without relying too heavily on paid media campaigns.

While paid ads and social promotions had driven traffic in the past, results were inconsistent and bloated with non-ICP inquiries. Traffic and lead flow dropped whenever campaigns were paused or budgets shifted, creating volatility with their internal Sales team.

Billy’s goal was clear: create a steady stream of qualified inbound leads through a more strategic, sustainable, and cost-efficient approach, while preserving the brand’s approachable, trustworthy voice.

Services:

Content Marketing | SEO | UX

The Solution

SEO-Led Content Marketing Strategy

We began with in-depth audience and keyword research to understand who Billy’s ideal clients are, what information they’re searching for, and how they navigate online. This informed a content plan centered on low- to medium-competition, high-intent keywords that would both improve rankings and address real client questions.

AI-Inspired, Human-Powered Content Creation

Using research insights, we built a blog calendar of high-value article topics designed to capture FAQ-rich search results. Each post followed SEO best practices—structured headers, keyword integration, and strategic linking—while explaining complex insurance topics in a friendly, accessible tone.

Optimized Distribution & User Experience

We published and promoted content across Billy’s owned channels, including social media and on-site content recommendations. On the website, we refined internal linking, improved metadata, and enhanced load times, creating a smoother user experience for both visitors and search engines.

Continuous Tracking & Refinement

From launch, we tracked metrics like organic impressions, inbound MQLs and deals, page engagement, and conversion rates. These insights guided ongoing content adjustments, ensuring growth was not only steady but compounding over time.

Results

Billy’s content-first approach transformed their lead generation from unpredictable to consistent, building a steady pipeline of qualified inbound opportunities and strengthening their long-term search presence.

33% Increase in MQLs from inbound traffic

5x YoY growth in monthly search visibility

30.23% Increase YoY in inbound web-attributed deals

Content Marketing at a Glance

Our content marketing strategy focuses on creating valuable, search-optimized content that educates, engages, and attracts the right audience. We help brands cut through the noise with content tailored to user intent and patient needs, aligned with SEO best practices. From blog and core page development to content distribution, we build a foundation that supports long-term visibility, trust, and lead generation.

Ready to see your Content Marketing flourish?