Onboardly is an employee-onboarding platform for fast-scaling HR teams. Their category is decision-heavy: buyers spend weeks comparing tools before booking a demo — yet Onboardly was invisible for the "best onboarding software" and "X vs Y" searches driving those decisions.
The goal was to own the bottom of the funnel: rank for the comparison and alternative queries where buyers are closest to choosing, and turn that traffic into qualified demo requests.
We mapped every comparison, alternative, and "best-of" query in the category and scored where competitors were weak or absent.
We built comparison hubs, alternative pages, and use-case guides engineered to convert buyers who were already evaluating tools.
We wove real customer outcomes, integrations, and security detail into the pages to answer the objections that stall HR buyers.
We rebuilt demo paths around comparison intent — side-by-side tables, clearer differentiation, and a faster route to booking.
By owning the comparison layer, Onboardly turned high-intent search into its most efficient demo channel — at a materially lower cost than paid.
Comparison and alternative queries mapped; the highest-intent, lowest-competition targets prioritised.
First comparison hubs and alternative pages published and indexing.
Comparison pages hit page one; organic demo requests begin to climb sharply.
Organic demos up 3.1× with CAC down 29% and 120 page-1 keywords won.