31% Reduction in Cost Per Lead for a Software House
Thanks to a thorough SEO audit, we eliminated traffic that didn't bring inquiries, focusing on B2B intent phrases.
We show how we changed the SEO strategy for a Krakow-based software house over 6 months. Instead of chasing empty clicks, we focused on inquiries from specific business clients. Data speaks for itself – less random traffic means more real money.
The challenge
In August 2023, CodeArtisans Kraków was spending significant amounts on marketing, but results were weak. The monthly cost of acquiring one project inquiry was 842 PLN net. Their blog generated 12,430 visits per month, but most people were looking for free tutorials for beginner programmers, not system building services. The home page had code errors, due to which the cloud services offer was almost non-existent in search results.
Our approach
Our two-person team – Marek and Aneta – started with a technical audit of 147 subpages. We used Search Console data to check where we were wasting the indexing budget. We analyzed server logs from the last 90 days. It turned out that Google's robots were wasting 43% of their time on pages with filters that had no value for a client looking for a software contractor. We check facts, we don't promise miracles, so we cut unnecessary elements.
The solution
We implemented a new service structure, blocking unnecessary blog sections for search robots. We rewrote 19 key offer pages. We removed industry jargon from them and inserted technical specifics that technical directors (CTOs) look for. We improved the LCP page loading speed from 3.4 seconds to 1.2 seconds. We added precise event tracking in GA4 to see exactly which article ends with a contact form submission.
Results
After six months of work, Silesia Performance Lab reduced the cost per lead to 581 PLN. At the same time, the number of inquiries for specific projects rose by nearly a quarter.
Timeline
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September 2023Full technical audit and analysis of 147 subpages for errors.
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October 2023Blocking unnecessary resources in robots.txt and improving server speed.
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December 2023Content optimization for CTO buying intent and analytics implementation.
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February 2024Summary of results and stabilization of lead cost at 581 PLN.
"Silesia Performance Lab organized our data chaos. For the first time in three years, we know where clients are coming from who actually sign software contracts, rather than just asking about price."