Case Study: Phable – Turning Traffic Into Leads with SEO & CRO

TL;DR – Key Results Over 6 Months:

  • Organic clicks increased by 118%

  • Organic impressions increased by 531%

  • Leads increased by 300%

  • Achieved through SEO restructure, new content, and improved lead capture via Typeform

Client Overview

  • Business Name: Phable

  • Industry: Creative Agency

  • Location: London, UK

Services Provided: SEO, Website Conversion Rate Optimisation (CRO)

The Challenge

Phable, a London-based creative agency, had a beautiful site and strong portfolio—but wasn’t seeing the lead volume to match.
Organic traffic was underperforming, and the site’s user journey wasn’t converting interest into enquiries.

Goals:

  • Increase qualified leads through organic search

  • Improve conversion rates from existing traffic

Our Strategy

SEO Overhaul

  • Navigation Improvements
     Introduced clearer, keyword-informed navigation for better user flow and indexing

  • New Services Pages
     Created focused, optimised pages for each core service to increase visibility in search

  • SEO Audit & Technical Fixes
     Reviewed and improved site structure, meta data, internal linking, and headings

  • Content Strategy Rehaul
     Shifted the focus to search-intent content, launching a new blog plan and updating underperforming pages

Conversion Optimisation (CRO)

  • Typeform Integration
     Embedded a more professional, user-friendly Typeform across the site (on contact, footer, and key services pages)

  • Streamlined Lead Flow
     Simplified CTAs and removed unnecessary friction to improve the journey from interest to enquiry

The Results (Over 6 Months)

  • Organic Clicks: ↑ 118%

  • Organic Impressions: ↑ 531%

  • Lead Volume: ↑ 300%

Why It Worked

By combining technical SEO fixes, smart content planning, and a streamlined lead capture experience, Phable was able to dramatically increase the number of people both finding the brand and getting in touch.

It wasn’t about more traffic—it was about the right traffic, and making it easier to convert.

Looking to grow your inbound leads like Phable?
 Let’s talk about how SEO and CRO can work together to unlock better results for your business.