SEO, Paid Search and Conversion Optimization
Measured on pipeline, not on clicks.
Traffic that never converts is just noise. We tie marketing strategy to the metrics that matter — including how you appear in AI-generated answers, not only in blue links.
Four steps, in the same order every time — for a reason.
The sequence matters. Every expensive mistake we’ve seen in marketing and performance started with skipping step one.
Baseline
What converts today, what it costs and where your buyers actually come from — including which assistants already name you.
Plan
The terms, the assistants, the pages and the budget — all set against a pipeline target rather than a traffic one.
Run
A monthly cycle of tests, content and spend adjustments, with the design and engineering to ship changes quickly.
Report
Attribution back to closed deals, reviewed together each month. No vanity metrics.
Dormie Capital Partners
Investor-grade presence for a firm that acquires and develops commercial property, co-investing its own equity alongside its partners.
What this looks like in your sector.
Terms that convert to RFQs, and answer-engine presence for "who fabricates X near Y".
Appointment conversion, measured from landing page to booked slot.
Gated research that turns into investor conversations.
Enrollment funnels tuned against the cohort calendar.
What a performance engagement looks like month to month.
Marketing retainers go wrong in a predictable way: activity is reported, outcomes are not, and nobody wants to be the one to ask. This is how we avoid that.
A baseline you can argue with
Where enquiries currently come from, what they cost, which ones your sales team actually wanted, and what the site does with the traffic it already has. Until that exists, every recommendation is a preference rather than an argument.
Measurement before spend
Conversion tracking that counts qualified enquiries rather than raw form fills, tied back to opportunities where your CRM allows it. Optimising against bad data is worse than not optimising, because it moves you confidently in the wrong direction.
A channel mix chosen for your sales cycle
A six-month considered purchase does not behave like an impulse one. Paid search buys speed and proves demand; organic compounds and keeps working after the invoice stops. Most B2B businesses need both, weighted to where they are now, and the weighting changes over time.
Content aimed at intent, not volume
A small number of pages that answer what buyers actually search, written with enough specificity to be worth citing. This has always been how B2B search works and it is now how answer engines assemble their responses, which makes thin keyword content worth less every quarter.
Conversion work on the pages you already have
Often the cheapest gain available. The traffic is arriving; the page is not doing its job. Fixing that is faster than earning more traffic, and it improves every channel at once rather than just the one being optimised.
A reporting cadence that survives a bad month
Monthly, against cost per qualified lead, including what did not work. A report that only contains good news is a report nobody can make decisions from, and it is usually the first sign that a retainer has drifted into activity for its own sake.
A standing conversation about whether to continue
Some channels stop earning. Some markets are smaller than they looked. We would rather tell you to reduce the spend and keep the relationship than defend a budget that is no longer working.
Local and map presence where it applies
For anyone with a service area, the map pack takes a large share of the clicks and is won with a properly built business profile, consistent details, a live review flow and pages that say something true about the places you serve.
Answer engines, treated as part of the same work
A growing share of buyers now ask an assistant instead of scanning results. Assistants assemble answers from pages specific enough to quote, which rewards the same things good search work always rewarded — real detail, clean structure, checkable facts.
Attribution you can defend in a meeting
B2B buying journeys touch several channels over months, so single-touch attribution will always flatter whichever channel happens to be last. We would rather give you a defensible view than a tidy one: what the platforms claim, what your CRM shows, and where the two disagree and why. That is a more useful conversation than a dashboard number that nobody in the room fully believes, and it is what lets you move budget with confidence rather than by argument.
Questions about marketing and performance.
How long before we see results?
Paid search can produce enquiries within days of launch. Organic takes three to six months to compound, and competitive terms take longer. Conversion work on existing pages sits in between and is often the quickest meaningful win. We will tell you which of those your situation actually calls for.
Do we have to commit to a long contract?
No. Long lock-ins mostly protect agencies from the consequences of poor work. What we do ask is that you give organic work enough time to be judged fairly — stopping SEO at month two and concluding it does not work is a common and expensive mistake.
Who owns the accounts and the data?
You do — your Google Ads account, your analytics, your Search Console, your billing. We work inside them. If we part ways you keep everything, including the negative keyword list and the historical data, which is often the most valuable part.
Do you produce the content, or do we?
Either, decided at the start. On technical B2B subjects we usually write with your subject-matter expert rather than instead of them — half an hour with the person who actually knows the process produces a page no amount of research will match.
What do the reports actually contain?
What it cost to produce an enquiry your sales team was glad to receive, what changed, what we are changing next, and what did not work. Not impressions, not click-through rate as a headline, and not a dashboard export nobody opens.
Should we be doing SEO or paid search?
Usually both, weighted to your situation. If you need enquiries this quarter, paid. If you want something that keeps working without spend, organic. Starting with paid to learn the language buyers actually use, then investing in organic behind it, is a sound sequence for most businesses.
Do you work alongside our internal marketing team?
Frequently, and it usually works well. Your team has the product knowledge and the relationships; we bring the channel work and the measurement. We are equally happy running it end to end — what does not work is an unclear split where both sides assume the other owns reporting.
What if our market is too small for search to work?
Then we will tell you, and it does happen — some industrial niches genuinely have very little search volume. That is not the end of the conversation, because the answer is usually to move the budget toward the channels where those buyers actually are: trade publications, industry directories, targeted outreach and the conversion work on the traffic you already get. What we will not do is spend a year proving the volume was not there.