Project at a Glance Content strategy and optimisation project that tripled traffic to key commercial pages within four months. Client SaaS, Influencer Marketing Platform Link to project The Challenge The client built over 300 creator landing pages to support brand acquisition, but none were ranking or driving relevant traffic, despite this content type being a proven traffic source for competitors. They needed to understand why the pages were underperforming and how to turn them into an engine for organic growth. Method I started by auditing the site architecture, page templates, internal linking, and competitor performance. The core issue quickly became clear: content intent was misaligned, the structure was fragmented and not user-friendly, and the pages didn’t reflect how brands searched for creators. Much of the existing content had been written with AI and felt generic, which further weakened performance. <p>I redefined the content model by mapping keyword clusters to real user intent and developing a scalable, cleaner page framework. While we continued using AI to support production at scale, we reduced its role, focusing instead on content that clarified the client's proposition and spoke more directly to brand pain points.</p> <p>To support delivery, I created structured briefs for both developers and freelance content writers, including clear guidance on content goals, layout, and internal linking. We restructured and rewrote the original batch of pages, then expanded the strategy with 250+ new ones targeting emerging creator categories and untapped brand interests.</p> Key Deliverables - Root-cause analysis of why existing content was underperforming - Page-level briefs tied to revised structure, keyword mapping, and UX improvements - A scalable content plan to guide ongoing landing page creation - Collaboration with internal and freelance teams to implement across 500+ assets Results - Traffic to the target pages doubled within weeks of rollout. By month four, they brought in over 3× the sessions compared to the February baseline. - Sign-ups to the platform have increased by 50%. - Pages now rank for key conversion-driving terms, and impressions grew by +244% quarter on quarter.
- Content Strategist
- Conversion Rate Optimization Expert
- SEO Expert