Rebuilding 70+ pages around customer intent.

The problem

A commercial business had search visibility, but needed its website to turn that attention into useful customer activity. The task was to understand what people were searching for and make the relevant pages easier to find and use.

What I changed

I used Google Analytics and Search Console to guide a redesign of more than 70 pages. High-intent content clusters and long-form articles addressed specific customer questions, while the redesign focused on reducing friction in the customer journey.

What the comparison showed

The published case study reports 4.1 times higher median clicks for the newer content than for legacy content. This was a comparison of page groups, rather than a randomized test; it shows stronger observed search performance without isolating the effect of every change.

The next question

Higher clicks did not settle the conversion problem. I used live search and site behavior data to identify where visitors still needed clearer answers, better routing, and more direct paths to an inquiry.