About FileCenter
FileCenter is a versatile document management software provider.
Located in Salt Lake, Utah, they focus on catering to startups and small businesses, offering document management solutions to transition into a paperless environment for increased efficiency.
Their software can convert paper documents into searchable PDFs, edit them, and store them in a consistent folder structure.
FileCenter’s solutions extend beyond simple document management.
One of their main strengths is the seamless integration with third-party tools such as QuickBooks, Salesforce, and Google Drive. This makes FileCenter a valuable asset for a variety of sectors.
Some of the prominent sectors include:
- Accounting firms
- HR departments
- Product & service-based businesses
By leveraging FileCenter, companies can enhance their efficiency and productivity through a streamlined, paperless document management system.
The software’s multipurpose nature ensures it caters to diverse needs, making it suitable for most small to medium sized service and product-based businesses alike.
The Problem
Despite generating a significant amount of traffic from Google Search, FileCenter struggled with converting this traffic into actual customers.
With 25,000 organic search clicks, their conversion rate was only about 1% for trial signups. This low conversion rate was a major bottleneck in their growth, primarily because the keywords driving traffic lacked strong buyer intent.
Additionally, FileCenter faced a high churn rate.
Without a strong content strategy to keep existing customers engaged, many users did not renew their subscriptions. This meant they had to work harder to bring in new customers every month just to maintain their Monthly Recurring Revenue (MRR).
This approach was unsustainable and inefficient.
The lack of a targeted content marketing strategy was evident.
They needed assistance in several areas:
- Increasing High-Intent Traffic: Attracting visitors who were more likely to convert into paying customers right away.
- Improving Conversion Rates: Enhancing the percentage of visitors who become trial users and eventually paying customers.
- Boosting Customer Retention: Developing a content strategy to keep existing customers engaged and reduce churn.
FileCenter required a comprehensive solution to target high-intent traffic, optimize conversion rates, and improve customer retention, all while reducing overall customer acquisition costs.
The Strategy
To address FileCenter’s unique challenges, we implemented a multi-faceted strategy that any SaaS business can leverage to improve their lead generation through SEO.
Here’s how we did it:
1. In-depth Keyword Research
We started by conducting thorough keyword research to identify low-competition keywords with high buyer intent.
Targeting keywords like “best document management software for accountants,” “best document scanning software,” and “best document management software for small businesses,” enabled us to attract more relevant traffic.
Actionable Tip: Use tools like Ahrefs or SEMrush to find keywords with low difficulty but high intent. Look for phrases that indicate a readiness to purchase or take action.
2. Objective Content Creation
We crafted 24 long-form articles (each over 3,000 words) to cover the identified keywords comprehensively.
Publishing eight articles per month over three months ensured a steady stream of high-quality content. Each piece was designed to be engaging, informative, and catered to solving the audience’s pain points.
Actionable Tip: Focus on creating detailed, in-depth content that answers your target audience’s questions. Each article provides real value and is keyword optimized.
3. Strategic Link Building
To enhance our content’s authority and search engine rankings, we secured 24 high-quality backlinks from authoritative tech blogs through strategic guest postings to our roundup post on small business document management software.
This not only improved our rankings but also drove referral traffic.
Actionable Tip: Engage in guest blogging on reputable sites within your niche. Aim for quality over quantity, and prioritize building links from high domain authority sites.
The Results
The results from our comprehensive SEO strategy were not just impressive; they were transformative for FileCenter.
Here are the key outcomes that demonstrate the power of our well-implemented SaaS SEO strategy:
1. Increased Organic Traffic
Within the first three months, our content strategy generated 3,000 organic search clicks. This was a direct result of our targeted keyword research and high-quality content creation.
This high-intent traffic resulted in 256 trial signups and 43 direct purchases. This equated to a:
- 200% Return on Investment from an initial $10,000 spent on content creation
- Total of $21,500 in cash collected within the first 90 days of implementation
2. Improved Conversion Rates
We observed an impressive average Conversion Rate (CVR) of 8.53% from cold organic search traffic.
Out of the free trials, 43 converted into paying customers, translating to a 17% conversion rate from trial signups to paying customers. This significantly boosted FileCenter’s Monthly Recurring Revenue (MRR) and customer base.
Good luck getting similar numbers from paid ads in 2024.
3. Reduced Customer Acquisition Cost
By establishing organic search as the preferred customer acquisition channel, FileCenter significantly reduced their customer acquisition cost.
FileCenter now ranks over 2,478 keywords related to “document management software”. GSC data also showed an average monthly increase of 178% in organic search traffic. This trend indicates a long-term positive impact from our SEO strategy, ensuring that traffic and conversions continue to grow even beyond the initial engagement period.
Key Takeaways?
The FileCenter case study is a compelling example of how an expertly crafted SEO strategy can drive substantial growth and revenue for SaaS companies.
If your startup is encountering challenges such as low conversion rates, high customer acquisition costs, or difficulty in maintaining customer retention, the right SEO strategy can make a significant difference.
Key Takeaways for Your Business:
1. High-Intent Traffic: By focusing on keywords that indicate buyer intent, you attract visitors who are more likely to engage and convert into paying customers. This approach ensures that your traffic is not just high in volume, but also high in value.
2. Quality Content Creation: Consistently publishing detailed, long-form content tailored to your audience’s needs can increase organic traffic. FileCenter benefited from 24 high-quality articles that provided value and addressed key pain points.
3. Strategic Link Building: Building high-quality backlinks from authoritative sites can enhance your site’s credibility and improve search engine rankings. FileCenter’s link-building campaign played an essential role in boosting their visibility.
4. Conversion Rate Optimization: Enhancing your website and landing pages for better user experience and clear calls to action can significantly improve conversion rates. FileCenter’s increased trial signups and customer conversions are a testament to the power of effective CRO.
Grow your SaaS Business?
The success story of FileCenter highlights the transformative impact a well-executed SEO strategy can have on your software business when it comes to lead generation.
If your SaaS startup faces challenges such as low conversion rates, and high customer acquisition costs, an effective SEO strategy could be the solution you need.
At Boterns, we specialize in helping SaaS companies like yours achieve exponential growth through tailored SEO strategies.
Our expertise can drive the same impressive results for your business, ensuring a higher ROI and a more sustainable growth path, with actual tangible results over the next quarter.
The results we achieved for FileCenter include:
- 256 trial signups and 43 direct purchases in three months
- An average Conversion Rate (CVR) of 10.83% from organic traffic
- $21,500 in revenue from a $10,000 investment, reaching a 200% ROI
Ready to Transform Your SaaS Business?
Don’t miss out on the opportunity to grow your SaaS startup organically. Book a free 15-minute discovery call with us today and let’s discuss how we can tailor our SEO strategies to meet your business goals.
Schedule your discovery call now:
At Boterns, we focus on driving customers and revenue—not just rankings.
Let’s start transforming your business today.
Visit FileCenter to learn more about their tools.
Next Steps?
Consider what your SaaS business could achieve with the right SEO strategy.
Imagine replicating FileCenter’s success—achieving high-intent traffic, better conversion rates, and a sustainable customer acquisition pipeline.
Our team at Boterns is dedicated to making this a reality for you.
Here’s what you can expect from our discovery call:
- In-depth Analysis of Your Current SEO Performance: We’ll review your existing SEO efforts, identifying strengths and areas for improvement.
- Custom SEO Strategy Proposal: Based on our analysis, we’ll develop a customized SEO plan that’s tailored to your unique business needs and goals.
- Step-by-Step Implementation Roadmap: We’ll provide a clear roadmap for implementation, detailing the steps we will take to execute the strategy effectively.
Ready to get started?
Schedule your free 15 minute discovery call now:
We look forward to partnering with you and helping your SaaS startup achieve the same outstanding results as FileCenter.
Let’s build a strong, productive relationship and take your business to new heights together.
