CASE STUDY — B2B SAAS / CONSTRUCTION TECH
ArcSite is a mobile-first CAD platform for designing job plans, estimates, and takeoffs. Their niche, mobile-first positioning had left the website underused and largely deprioritized in favor of app store optimization. Matcha SEO built a four-phase organic growth roadmap that turned the site into a primary demand-generation channel — without touching their ASO strategy.
THE CHALLENGE
ArcSite is a mobile CAD solution built for designing job plans and creating estimates and takeoffs in the field. Because the product lives and dies by its mobile experience, growth efforts were concentrated almost entirely on App Store Optimization — leaving organic web traffic stagnant and largely ignored, despite representing a significant untapped demand-generation channel.
THE APPROACH
Set the content roadmap based on where we can meet buyers: found the highest-volume, lowest-competition keywords, built topical authority through longtail content clusters, and categorized every keyword by content tier.
Aligned service offerings with target keywords across titles, meta tags, headings, content depth, internal linking, and site speed to convert qualified organic traffic.
Built out content for every stage of the funnel — from broad informational pieces to bottom-funnel product comparisons — matched to search intent and volume.
Combined technical SEO, content, and conversion optimization into one coordinated organic growth engine.
CONTENT STRATEGY
High-volume, low-intent queries adjacent to the industry, like “fence shop drawing.” Production: 200+ free downloadable drawings for trade contractors.
Medium-volume, medium-intent queries like “construction estimate template.” Production: 50+ downloadable tools plus 100+ long-form educational articles.
Low-volume, high-intent queries like “construction estimating software.” Production: 50+ industry-specific feature pages.
Comparison and alternative queries like “ArcSite vs. [competitor]” and “ArcSite alternatives.” Production: 10+ product comparison pages.
THE RESULTS
Organic web marketing proved to be a substantial growth channel for ArcSite — across traffic, leads, and revenue.
Top-of-funnel organic growth
15K → 45K monthly visits
BQL growth
50 → 500 monthly business-qualified leads
SQL growth
45 → 150 monthly sales-qualified leads
Deal value growth
Substantial increase in average deal amount
THE BREAKDOWN
— Top 3 rankings for high-intent industry keywords, including AI Overview placement (e.g. “deck takeoff software,” “fence estimating software”)
— Top image search results for tier-4 keywords like “deck layout”
— Measurable traffic growth from ChatGPT, Perplexity, and Claude
— AI schema markup implemented across key pages
— Content written specifically for AI ingestion and query matching
— +60% BQLs from a segmented flow built around demo intent
— +30% from social proof placement
— +50% from ICP-focused landing pages
— +25% from optimized forms
— +40% navigated traffic to high-intent pages after a navigation rework
AEO approach: identify the questions buyers ask across search, paid, and competitor data; track who is currently cited for each; build pages — listicles, long-form guides, tool pages — to compete; and support with off-page signals like links, video (YouTube/Vimeo).
