Intent architecture

before the restructure
78%early stagehigh curiosity, low buying readiness
16%mid stagecomparison content was thin
6%ready to buythe layer closest to sales
  • The content mix was built for traffic, not sales.
  • The best buying pages were weak or hidden.
  • The journey got clearer without a traffic spike.

The starting point

A fintech company had more SEO traffic, but sales still said the leads were weak.

What we found

Most traffic was landing on early-stage pages. Very little reached pages close to a buying decision.

What we changed

We built more comparison and proof pages, linked every early page to a clear next step, and surfaced a buried assessment tool.

What happened

Traffic barely changed. Leads rose 186%. The assessment tool became the top organic entry point.

Real work. Results vary.