Homebase: 70k new relevant monthly organic visitors in a year

Homebase is a workforce management platform that simplifies scheduling, time tracking, payroll, and team communication for hourly teams.

by Maeva Cifuentes – November 16, 2023

1600+
relevant keywords in top 3 positions

+123%
growth in non-branded traffic

+70,000
organic traffic in 1 year

$125k
in additional monthly traffic value

Very horizontal target. Being in the hourly workers industry, Homebase had many different types of audiences – salons, field services, retail, hospitality. We had to think of a jobs-to-be-done approach that would be able to capture this wide range of business types.
Better monetizing SEO traffic. While Homebase already started with very high monthly traffic, it wasn’t bringing in the expected number of signups to justify SEO as a channel. One challenge was how we were going to bring in more signups with their growing traffic.
Almost 90% of traffic was branded. When we started working together, 86% of Homebase’s traffic was branded traffic – which meant they were not being discovered through search. One of their goals was to increase the percentage of non-branded traffic to ensure they were being discovered by people who didn’t know their brand.

Building bottom-funnel comparison pages. In order to help improve conversion rates and signups, we created many competitor comparison pages for business owners who were shopping around for the right solution. These include pages like “employee rostering software” and also comparisons like “Homebase vs hotschedules”
Good content velocity. We were able to publish 20-30 pages per month, which was key in being able to mix top-funnel, traffic driving content while improving conversion rates with all of our bottom-funnel content.
Building out the top of the funnel with JBTD content. Since Homebase’s audience was spread out across so many industries, we focused on the jobs to be done that all the businesses shared. This helped add the 70k visits per month.