Driving Qualified Demos: A B2B Search Intent & Title Tag Strategy
Client: A B2B SaaS company in the “human resources” (HR) software space.
Challenges We Faced
The client’s blog attracted a lot of traffic, but almost no one was signing up for a demo:
High Traffic, No MQLs
The blog attracted 30,000 visitors/mo but generated almost zero “demo requests.”
Critical Intent Mismatch
Their “Pricing” page (transactional) was ranking for “what is HR software” (informational), leading to a 95% bounce rate.
Boring “Money” Page Titles
Their “Pricing” page title was just “Pricing.” Their “Features” page was just “Features.” They had a <1% CTR.
No “Commercial” Titles
A Competitor Analysis showed rivals were winning all the “vs.” and “alternative” keywords (e.g., “[Client] vs. Workday”).
No Conversion Path Clarity
Even when high-intent users landed on key pages, there were no strong CTAs, internal links, or next-step messaging guiding them toward a demo request.
Get More Qualified Clicks
“Tired of attracting the wrong traffic? Our Title Tags for B2B & SaaS service will rewrite your titles to attract qualified demo requests.”
Our Approach – How We Solved These Challenges
Comprehensive Title Tag Audit
We used Google Search Console to find all intent mismatches. We found their blog was ranking for “commercial” keywords, and their “money” pages weren’t ranking at all.
Title Tag Copywriting (B2B)
We rewrote all “money” page titles to include a clear, compelling Value Proposition (UVP).
Old: “Pricing”
New: “Pricing & Plans | Free 14-Day Trial | [Brand Name]”
Title Tags for B2B & SaaS
We created a new content cluster for “commercial” intent keywords (e.g., “Best [Client] Alternatives,” “[Client] vs. [Competitor]”) to capture users at the decision stage.
CTR & Performance Analysis
We tracked the CTR of the new titles in Google Search Console and saw an immediate lift.
Results
| Metric | Before | After | Growth |
|---|---|---|---|
| CTR on “Pricing” & “Features” Pages | 0.8% | 4.2% | +425% |
| Qualified “Demo Request” Leads | 15/mo | 60/mo | +300% |
| “Pricing” Page Bounce Rate | 95% (intent mismatch) | 55% (intent matched) | -42% |
Free B2B Title Tag Analysis
“Getting traffic but no demos? Request a Free Title Tag Analysis and let our title tag optimization company find your intent mismatch!”
Advice for Marketers & Brand Owners
- Your “money” page titles are your most important copy. Don’t just write “Pricing.” Write why someone should click (e.g., “Get a Free Trial”).
- Your search engine optimization title tag must match the user’s intent. A user searching “what is” wants a blog post, not your pricing page.
- For B2B, you must target “vs.” and “alternative” keywords. This is where your most qualified, solution-aware leads are.
- Use Google Search Console to find your high-impression “commercial” queries. If your blog is ranking for them, you have an intent mismatch.
Extra Factors That Made It Work
- Adding “Free 14-Day Trial” to the “Pricing” page title was the single biggest CTR win.
- The new “Alternatives” and “Vs.” pages, born from our Competitor Analysis, became the highest-converting pages on the entire site.
