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Case Study · B2B Technology
Zincus is a UK-based SaaS company operating in the HR technology space. Their platform helps mid-sized businesses streamline employee onboarding, performance reviews and workforce planning. Despite having a strong product, Zincus struggled to gain visibility in an increasingly crowded market dominated by well-funded competitors.
When Zincus approached Sample Digital Lab, they had virtually no organic visibility. Their website was generating fewer than 500 monthly organic visits and almost all new business came through outbound sales and referrals.
Key challenges:
We applied the SDL Growth Method to build a solid SEO foundation, restructure the website for conversions and implement robust tracking. Phase one focused on technical SEO fixes, keyword mapping and site architecture improvements. Phase two introduced conversion-optimised landing pages, gated content and lead capture forms. Phase three established comprehensive analytics and attribution to measure the impact of every action taken.
Conducted in-depth keyword research across the HR SaaS landscape, implemented technical improvements including Core Web Vitals optimisation, added structured data markup across all key pages and built a scalable internal linking architecture.
Developed a content hub with in-depth articles, guides and comparison pages targeting high-intent queries. Each piece was mapped to a specific keyword cluster and funnel stage to maximise organic capture.
Refined Zincus's market positioning to differentiate from larger competitors. Focused messaging on the mid-market segment where Zincus had a genuine product advantage, rather than competing head-to-head with enterprise solutions.
| Metric | Before | After | Change |
|---|---|---|---|
| Monthly Organic Traffic | 450 | 1,980 | +340% |
| Keywords in Top 20 | 23 | 156 | +578% |
| Monthly Qualified Leads | 4 | 12.4 | +210% |
| Indexed Pages | 34 | 89 | +162% |
Within 9 months, Zincus went from near-invisible to ranking on the first page for their most commercially valuable keywords. Organic search became their primary lead generation channel, reducing reliance on outbound sales and lowering overall customer acquisition cost.
“Sample Digital Lab transformed our digital presence. We went from invisible to ranking on the first page for our most important keywords.”
— Head of Marketing, Zincus
With a strong organic foundation in place, we are now expanding into paid search to capture additional high-intent traffic and developing a thought leadership content programme to position Zincus as an authority in the HR technology space.
Every engagement starts with a free consultation to understand your goals and identify the biggest opportunities for growth.