RankBrain SolutionsRankBrain Solutions
Financial Advisory8 monthsSmall Business (21-100 employees)

FinServ Partners

How FinServ Doubled Conversion Rates Through Search Experience Optimization

Financial advisory firm combined SEO with UX optimization to dramatically improve lead quality and conversion rates.

380%
Lead Growth
2x
Conversion Rate
67%
Bounce Rate Reduction
FinServ Partners Financial Services SXO Case Study
FinServ Partners logo

About FinServ Partners

Wealth management firm serving high-net-worth individuals and business owners.

Industry
Financial Advisory
Company Size
Small Business (21-100 employees)
Business Model
B2B
Engagement
8 months

The Challenge

FinServ was getting decent organic traffic, but the traffic wasn't converting. Their bounce rate exceeded 70%, and visitors who did stay weren't becoming leads. The website traffic looked good in reports but wasn't generating business.

The core issue was misalignment between search intent and page experience. Visitors searching for "retirement planning strategies" landed on pages optimized for keywords but designed like product brochures. The content answered Google's ranking criteria but not the user's actual questions.

Their forms were intimidating, asking for phone numbers and account sizes before providing any value. High-net-worth prospects are especially cautious—they weren't going to share financial details with a website that felt transactional.

Key Pain Points

  • 70%+ bounce rate on organic landing pages
  • Low form completion despite good traffic
  • Content optimized for rankings, not users
  • Forms asking too much too soon
  • No progressive engagement pathway
  • Traffic quality didn't match traffic quantity

Starting Point

1.2%
Conversion Rate
70%
Bounce Rate
42
Monthly Qualified Leads

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Our Approach

We implemented Search Experience Optimization (SXO)—the combination of SEO and UX—to ensure that ranking content also converted visitors. The goal wasn't just to attract visitors but to create experiences that built trust and encouraged engagement.

Why This Approach?

Traditional SEO focuses on getting visitors to a page. But if that page doesn't serve their needs, rankings are meaningless. FinServ needed pages that ranked AND converted—this required merging SEO strategy with conversion optimization.

Phase 1 of 3

Intent Mapping & UX Audit

Months 1-2

Analyzed search intent and identified conversion blockers.

  • Mapped search queries to user intent stages
  • Conducted UX audit of top landing pages
  • Analyzed heatmaps and scroll depth data
  • Identified form abandonment points
  • Documented intent-experience mismatches
Learn more about Search Experience Optimization
Phase 2 of 3

Content & Experience Redesign

Months 3-5

Rebuilt landing pages to match search intent with optimal conversion paths.

  • Redesigned top 20 landing pages for intent match
  • Implemented progressive disclosure forms
  • Created value-first content with embedded CTAs
  • Added trust signals at key conversion points
  • Built educational pathways before asking for commitment
Learn more about Search Experience Optimization
Phase 3 of 3

Conversion Optimization

Months 6-8

Tested and optimized conversion elements based on data.

  • A/B tested form lengths and fields
  • Optimized CTA placement and copy
  • Implemented exit-intent value offers
  • Created micro-conversion tracking
  • Built retargeting pathways for non-converters
Learn more about Search Experience Optimization

The Results

380% More Qualified Leads, 2x Conversion Rate

The SXO approach transformed FinServ's organic channel from a traffic source into a lead generation machine. By aligning content with intent and removing friction from the conversion path, the same traffic generated dramatically more qualified leads.

Before
1.2%
Conversion Rate
70%
Bounce Rate
42
Monthly Qualified Leads
After 8 months
2.4%
Conversion Rate
38%
Bounce Rate
201
Monthly Qualified Leads

Business Impact

  • Conversion rate doubled from 1.2% to 2.4%
  • Bounce rate reduced from 70% to 38%
  • Qualified lead volume increased 380%
  • Average lead quality score improved 45%
  • Sales cycle shortened as leads arrived pre-qualified

Is This Approach Right for You?

Ideal For

  • Professional services firms (financial, legal, consulting)
  • Businesses with high-value, considered purchases
  • Companies getting traffic but not conversions
  • Trust-dependent industries requiring education

Best When

  • You have decent traffic but poor conversion rates
  • Your bounce rate exceeds 60%
  • Visitors don't engage with your content
  • Your forms ask too much too soon

Prerequisites

  • Analytics tracking in place
  • Existing organic traffic to optimize
  • Willingness to redesign landing experiences
  • Understanding that SXO is SEO + UX combined
“We thought we had an SEO problem. Turns out we had a conversion problem. RankBrain showed us that ranking is only half the equation—the experience after the click matters just as much.”
JW
James Wellington
Managing Partner, FinServ Partners

Is Your Business Facing Similar Challenges?

If you're a B2B company looking to improve your organic visibility, we'd love to discuss whether a similar approach could work for your specific situation.

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