Northline — Organic leads up 140% in 6 months

The challenge

Northline sold a serious B2B analytics product to operations leaders. The old site was a template with a feature grid, a vague homepage headline, and a “request a demo” form that asked for 11 fields.

Organic traffic existed, but it was blog traffic: people reading definitions, not people choosing software. Competitors owned every “[category] software” and “best [tool] for [use case]” query. Paid acquisition was carrying the pipeline, and cost per trial was climbing.

Our approach

We started with interviews: five customers, two lost deals, the sales team. The pattern was consistent. Buyers needed to believe Northline would pay for itself in a quarter, then they needed to see how it fit their stack.

The new information architecture put use cases and comparisons at the same level as product. Homepage copy led with the operational problem. Pricing went public with a “talk to us” path for enterprise. Demo form dropped to four fields.

Development was a custom WordPress theme, Core Web Vitals passing on mobile at launch, schema on software and FAQ pages. SEO work in the first 90 days: technical cleanup, 12 bottom-funnel pages, internal linking from the existing blog into the new money pages.