Pages Built To Convert Lifted Online Orders 30% On The Same Traffic

The Problem

The client did not want a new website, and the pages that should have been selling were thin. Location pages were years old, with headings that did not match what people searched for. Most new content had been informational posts, which almost never led to an order.

What I Did

• Rebuilt the existing pages inside the current design, with headings written around the searches people actually made, taken from the site's Search Console history.
• Refreshed the old location pages and built new ones.
• Built industry pages for gyms, healthcare, aged care, childcare and construction sites, aimed at smaller searches from buyers with a specific need.
• Moved the content plan away from top-of-funnel posts and towards middle and bottom-of-funnel pages, with less search volume but far more orders and enquiries.

What Happened

Organic sessions held flat in August and September 2026 against the year before, and the same traffic produced 30% more orders.

Workplace and industry pages bring 6.1 orders and enquiries per 100 visits, twice the rate of the main product category pages, but nearly all of that comes from the site's older workplace page. The new industry pages are only months old, with 53 visits so far and no orders yet, so it is too early to judge them.

How I Measured It

Purchase tracking broke from May to late July 2025, so the order and revenue comparisons use August and September to stay like for like. Enquiry tracking was not affected, so the enquiry comparison uses July to September.

One city page was missing from Google from June to September 2025 and came back in 2026, which I can't credit to my work, so the location page orders and enquiries above leave it out. With that page included they rose from 3 to 20 and from 24 to 43, and the conversion rate goes from 0.6% to 2.9% either way.

The page-type rates cover the 12 months to September 2026 and count orders and enquiries together, since a visitor can do either. The workplace page behind most of the workplace and industry figure was live years before I joined the account.

What I Would Do Next

Once each new industry page has a few hundred visits, I'd judge them and build more only for the settings that convert. I'd also keep informational content to the questions that lead straight to a product.