Ledgerloop is a payments-reconciliation platform for finance teams at mid-market SaaS companies. Paid channels were driving demos, but rising costs meant every new customer got more expensive — and organic search was contributing almost nothing to pipeline.
The goal was clear: build organic search into a reliable, compounding source of qualified demos, and bring blended CAC down without slowing growth.
We mapped the full buyer journey to search intent, audited technical health, and prioritised the keyword clusters with the best mix of volume, intent, and winnability.
We built a hub-and-spoke content system around reconciliation and finance-ops topics, earning trust with search engines and buyers at every funnel stage.
We fixed crawl, indexation, and site-speed issues that were suppressing rankings, and shipped a scalable internal-linking structure.
We rebuilt key landing pages around demo intent — clearer proof, stronger CTAs, and faster paths to booking a call.
Within nine months organic went from a rounding error to the second-largest source of demos, while blended CAC dropped as paid dependence fell.
Technical audit, keyword strategy, and a prioritised 9-month roadmap agreed with the team.
Technical fixes shipped and the first content clusters published and indexing.
Priority clusters break into page one; organic demos begin showing up in pipeline.
Organic becomes the #2 pipeline source with CAC down 38% and traffic up 214%.