CTRL Group — 2.6× Traffic Through SEO Web Design & Development

CTRL Group is a professional services firm that needed both better search visibility and improved website usability. Their existing site wasn't optimised for either search engines or user conversion — a common situation where design and SEO work against each other rather than together. This campaign was managed by SEO Melbourne, Melbourne's specialist SEO agency.

They needed an integrated approach where web design and SEO strategy were built as one cohesive solution.

Professional services firms are often sold on their website twice: once by search engines deciding whether to show it, and once by the visitor deciding whether to get in touch.

CTRL Group needed both, better search visibility and a site that turned the visitors it earned into enquiries, and had a website that was doing neither well.

The temptation in that situation is to run a redesign and an SEO project as two separate jobs. We treated them as one, because the decisions that determine whether a site ranks, its structure, its page hierarchy, its content architecture, are the same decisions a designer makes in the first week of a rebuild.

The existing website design was not optimised for search or for conversions. Traffic was static because the structure gave search engines little to work with, and the conversion rate from the organic visitors who did arrive was low because the path from landing page to enquiry had friction in it.

Neither problem could be fixed in isolation. A ranking site that does not convert wastes the ranking; a converting site that does not rank has nothing to convert.

The redesign was built on WordPress with SEO principles embedded from the start: site structure, page hierarchy and content architecture were designed to serve search engines and users at the same time rather than retrofitted afterwards.

Conversion optimisation ran through the same build, improving the journey from landing page to conversion point so that a visitor from organic search could find what they needed and act on it.

Once the structure was in place, the on-page foundation was implemented across the new site: metadata, internal linking, schema markup and content structure, page by page.

For an IT or professional services firm planning a rebuild, the CTRL Group campaign is an argument for sequencing:

1. decide the search architecture before the visual design;
2. build conversion paths into the structure rather than onto it;
3. treat the on-page work as the last mile of the build rather than a separate project.

The next step for a business like this is to keep publishing into the architecture that was built, so that the hierarchy designed for search continues to earn new rankings as the firm's services evolve.