Hospitality middleware SaaSCASE STUDY
How programmatic SEO grew demo requests 72% in four months
This middleware SaaS connects hotel and property management software to tools like smart locks, much like Zapier for hospitality. In four months, its programmatic pages became the best-performing pages on the site.
By Mila Di Bella · Published December 2023 · 4-minute read+72%demo requests from integration pagesFebruary 2023, month over month
5%average conversion rate on integration pagesAgainst 1% on usual pages
+35%site-wide conversionFour months
Hospitality SaaS · +72% demo requests · 5% conversion on integration pagesGet a proposal
CLIENTHospitality middleware SaaS, name withheld
MARKETHospitality software
SERVICESProgrammatic SEO, content creation
TIMELINE4 months
THE CHALLENGE
Hand-built pages had reached their limit.
01
A manual process
For two years, our team built eight pages a month by hand, and the usual bottom-funnel pages were already covered.02
High-intent pages left thin
Integration pages showed partner logos with few links to learn more, and existing links sent visitors to partner sites.03
Visitors wanted more detail
Hotjar recordings showed rage clicks on the logos, as visitors looked for how each integration worked.WHAT WE DID
What we changed to turn integration pages into a demo channel.
Each move links to the service behind it, so you can see what a program like this includes.
01
Watched how visitors used the pages
Hotjar session recordings showed where visitors clicked and where they left.ANALYTICS AND REPORTING →02
Built 1,700 integration pages programmatically
Each page explains how two tools connect through the client's software, matched to the searcher's use case.TECHNICAL SEO →03
Kept visitors on the client's site
New pages answer integration questions directly, so visitors stay and book a demo.CONTENT CREATION →RESULTS
Integration pages now convert better than any other page on the site.
AVERAGE CONVERSION RATE
1%Usual pagesSite average
5%Integration pagesFour months after launch
SHARE OF SEO DEMO REQUESTS40%come from integration pages.That equals 20% of demo requests across all marketing channels.
1,700integration pages live
+35%site-wide conversion
+23.59%organic conversions year over year, measured as last-touch demo requests
+72%demo requests in February 2023 from integration pages
TECHNICAL SEO
Fix what holds your site back in search.
Tell us your goals, and we send a proposal built around them.MORE CASE STUDIES
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Fix what holds your site back in search.
WHAT HAPPENS NEXT
1. A 30-minute call about your markets and goals.
2. We show you the gap and what we would do about it.
3. You get a 5-page proposal with timeline, terms and team.
Tell us about your markets and goals.We show you the gap and what we would do about it.Get a proposal