How TripleDart Transformed FlowForma's SEO to Increase Traffic by 152% and Boost Lead Generation

Client Overview

FlowForma is a process automation and digital transformation company, offering no-code business process management and automation tools that help organizations streamline operations and improve efficiency. As a SaaS provider for over 300,000 users, FlowForma aimed to enhance its digital presence and drive significant growth in both traffic and lead generation.

Flowforma’s SEO and Content Strategy needed an uplift

FlowForma sought to amplify their organic traffic and boost lead generation. The primary challenge was the inconsistent performance of their existing content. While one blog generated substantial traffic, others underperformed, leading to missed engagement and conversion opportunities.

TripleDart Enhanced Flowforma’s Digital Presence by Optimizing Existing Content and Creating New and Effective Content

Comprehensive Content Optimization

• We identified existing content with the potential to attract more traffic by analyzing the target keyword's search volume and traffic potential using Ahrefs
• Prioritizing bottom-of-funnel (BOFU) blogs, we optimized them for SEO by focusing on the primary keyword and refining meta tags and headers
• To enhance the content further, we added relevant information under key headers 

This strategy delivered quick wins for FlowForma, as we optimized around 10 blogs each week.

Strategic Content Calendar with BOFU Focus

Competitor Analysis & Thematic Strategy 

• We analyzed competitor content to identify high-traffic themes relevant to FlowForma's use cases
• We then implemented a pillar-and-cluster model, covering all related topics within a theme to establish authority
• This approach ensured we addressed top-of-funnel (TOFU), middle-of-funnel (MOFU), and BOFU topics comprehensively
  
  

BOFU Blog Expansion

Noting that a top-performing FlowForma blog was a BOFU competitor comparison page, we conducted in-depth research on BOFU topics. This helped us identify additional high-intent content opportunities.

Using these insights, we curated a content calendar that strengthened existing successes while expanding our reach to drive more high-intent traffic.

Conversion Rate Optimization (CRO) Techniques

We enhanced not just traffic but also conversion through several key improvements:

• Blog Page UI Enhancement: We improved readability by redesigning the layout, adding a Hero section to highlight the H1, and integrating a Table of Contents (TOC) for easy navigation
• Strategic Lead Capture: We added pop-ups to capture leads and interlinked gated assets (free trials, demo bookings, downloadable resources) within blogs to boost engagement

These changes improved user experience and content discoverability, enhanced lead generation by converting traffic into measurable results, and aligned with FlowForma's business goals.

Results

Our strategic interventions led to remarkable outcomes for FlowForma:

Traffic Growth: 

Before our engagement, from October 2023 to April 2024, FlowForma experienced 926K impressions and 8.91K clicks. 

Post-optimization, from May 2024 to November 2024, impressions soared to 2.34M with 14.7K clicks, marking a 152% increase in organic visibility and a 65% increase in clicks.

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Increased Lead Generation: 

The optimized content strategy translated into a higher volume of Marketing Qualified Leads (MQLs) - Flowforma saw 42% more leads as compared to April, even amidst a seasonal dip in December.

Client Testimonial

"There is none better than TDD, they are the best in the SaaS Industry."

Team Behind This Success

• Manoj Palanikumar - Head of SEO: Provided strategic direction and SEO expertise.
• Impana Javeli - SEO Specialist: Implemented optimization strategies and content improvements.
• Shraddha Chetry - Project Manager: Coordinated workflow and ensured deliverables met client expectations.

Through a targeted and data-driven approach, we empowered FlowForma to transform their digital presence, significantly increasing traffic and lead conversions. Our collaboration exemplifies the power of strategic SEO optimization in achieving measurable business outcomes in the SaaS industry.

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