Conecta B2B is a Porto-based consultancy specialised in commercial strategy and sales automation for B2B companies with turnover between €2M and €20M. The managing partner (real case — data altered under NDA), Carlos Brás, had a structural problem he knew well but had never prioritised: 100% of the commercial pipeline depended on personal referrals and the managing partner's networking at events. When Carlos was saturated or on break, the pipeline dried up. The website had existed for six years, had been built by a client's nephew, and generated exactly zero organic leads per month.
The Scenario Before: An Invisible Business Card
Conecta B2B's website was technically functional but strategically invisible. Three pages (About, Services, Contacts), generic text that could belong to any consultancy, no real cases, no content, no SEO. Google Search Console revealed the truth: 48 impressions per month, 2 clicks, zero conversions. The consultancy, for digital purposes, did not exist.
Carlos had invested for years in conference presence, active LinkedIn and strategic lunches. It worked — but it was a manual operation that didn't scale and left him exhausted. When a potential client researched him online before a first meeting, what they found did not inspire confidence. In several decision processes he had lost, the feedback was indirect but consistent: "the competition seemed more solid digitally".
The cost of the problem was not just the lost volume. It was the dependency. Carlos was 54 years old. He could not continue to be the only source of business indefinitely. If he wanted to sell the consultancy in 8–10 years, he needed to build an asset — a structural pipeline — that worked independently of him.
The Strategy: Website as Engine, Not Showcase
Phase 1: Positioning and Strategic Architecture
Before any line of code or design, we worked with Carlos for a week to clarify the positioning: who Conecta B2B is for, what makes it different, which clients are the ideal fit, what kinds of problems it solves that the generic competition doesn't. From this analysis came three anchor services with specific pitches, and a keyword matrix prioritised by buying intent — not by search volume.
We found, for example, that the keyword "consultoria B2B Porto" had 40 monthly searches, but "automação de vendas B2B para PME" had only 18. The second, despite lower volume, had much higher intent: those searching for it already know what they need and are close to buying. We prioritised these high-intent terms over high-volume generic ones.
Phase 2: A Website Built to Convert
The new site was built on Eleventy with static HTML output — native performance, no WordPress bloat, no dynamic hosting costs. Core Web Vitals green across all metrics. But the real work was conversion design, not the technical stack.
Each service page was structured like a landing page: clear headline, specific value proposition, 3 real case studies with numbers, testimonials, transparent pricing (rare in the sector), and a single dominant CTA. We removed everything that didn't directly contribute to conversion — sliders, background videos, testimonial carousels. What remained was dense, clear and objective.
Phase 3: Intent-Driven SEO Content
We published 12 blog articles in 90 days, each focused on a specific question a B2B SME CEO would ask when considering sales automation. Examples: "How long does it take to implement a CRM at a company with 15 sales reps?", "Is it worth automating prospecting if we only have 3 salespeople?", "How do I measure the ROI of a sales automation project?".
Each article was designed to capture long-tail versions of these queries on Google. Each article ended with a clear CTA for "Book free diagnostic". The blog went from 0 to 2,400 monthly organic visits in 90 days.
Is your website generating leads or just existing?
We run a free audit and identify where you're losing opportunities. Concrete plan, not conversation.
View High-Performance Websites →Phase 4: Full Tracking and Smart Forms
We set up Google Analytics 4, Google Tag Manager and Microsoft Clarity (for heatmaps and session recordings). Contact forms were redesigned: instead of a generic 7-field form, we built conditional 3-step forms with logic. The first field (type of problem) determines which questions appear next, which increases completion rates and qualifies the lead.
We integrated the form directly with Carlos's internal CRM, with automatic scoring. Leads indicating "defined budget" and "decision in 60 days" trigger a priority notification via email and WhatsApp to Carlos in under 5 minutes. Lower-priority leads enter an automated email sequence that qualifies them over 4 weeks.
Results After 90 Days
The transformation was complete:
• Organic leads: from 0/month to 18 qualified/month — not counting social traffic or referrals. Of the 18, about 40% advance to a commercial proposal.
• Organic traffic: from 48 Google impressions/month to 4,100 — an 85× increase. 11 strategic keywords moved to Google's first page.
• Visitor → lead conversion rate: 2.4% of organic traffic submits the form — above the B2B sector average (1.2%) thanks to conversion-focused design.
• Average close time: organic leads close on average in 38 days (vs 62 days for referral leads) — the site pre-qualifies so well that the sale already starts further down the funnel.
• Revenue attributed to the organic channel: in the post-launch quarter, 31% of the consultancy's new revenue came from the website. A structural change in the dependence on the managing partner.
• Project ROI: total investment of €9,500 in design, development and 90 days of content. Payback in 7 weeks, via just two closed contracts.
Lessons for Consultancies and B2B Firms
The first lesson is that the website is not a design project — it's a business project. The temptation is to start by "choosing the design that looks nice", but that is the wrong sequence. Design is a consequence of positioning, conversion architecture and content strategy. Inverting this order results in beautiful sites that don't convert.
Second, B2B SEO is not about traffic volume, it's about intent. Ranking for keywords with 40 monthly searches but high intent is worth infinitely more than ranking for keywords with 4,000 monthly searches and zero intent. In Conecta B2B's case, the 11 keywords that make the difference add up to little more than 300 monthly searches — and account for 60% of conversions.
Conclusion
Conecta B2B stopped depending exclusively on Carlos to generate pipeline. The website became a structural, predictable and scalable channel — exactly the asset Carlos needed to prepare the consultancy's next years. Six months after launch, organic flow continues to grow at a 15% monthly rate, as more articles rank and domain authority consolidates. What started as a point project became a permanent foundation — and that is the difference between a website that exists and a website that works.
