Anonymised and sector-framed. Figures are the client’s own, reported the same way each month, and shown here with their permission.
A creative video agency with genuinely strong work was, in search terms, almost invisible. Its site was built as a portfolio: reels and case films first, with little that answered the questions prospects actually type when they are looking for a producer rather than being referred to one. At an average position of 48.6, roughly page five, the agency was effectively unreachable to anyone who did not already know its name. The result was a business that won on reputation and word of mouth, but captured almost nothing from active demand.
Strong work is not enough if the pages a buyer searches for do not exist.
Mapping the intent behind the searches
We started by separating how the agency thought about itself from how buyers search. A portfolio is organised around projects; a buyer searches around a job to be done and the sector they work in. We built a picture of the real search intent around B2B video production, from broad service terms through to the specific formats and industries the agency serves, and used that to define the pages the site was missing entirely.
Restructuring around service and sector
Rather than leave everything to compete from a handful of showreel pages, we restructured the site around service intent and the sectors it serves. That meant giving each core service and each served sector its own clear, purposeful page, so that a prospect searching for a specific kind of video in a specific market lands somewhere that speaks directly to them, instead of a generic homepage or a lookbook.
Rebuilding the on-page foundation
Each new and reworked page was given the fundamentals that a portfolio-led site had never needed: intent-matched titles and headings, copy that answers the questions a buyer asks before enquiring, and a clean technical base so the pages were properly crawlable and indexable. The creative work still carried the credibility, but it now sat inside pages that search engines and prospects could actually read and rank.
Connecting the pages into a structure
We linked the service and sector pages into a coherent internal structure so authority flowed to the terms that matter commercially, and so a visitor arriving on one relevant page could move naturally to the next. This turned a flat collection of showcase pages into a navigable set of routes from a search query to an enquiry.
The move from 48.6 to an average position of 25.4 is the whole story in one figure: pages that were buried around page five are now surfacing where prospects actually look. That happened because the site finally had pages built for the terms people search, structured around service and sector intent rather than portfolio pieces.
With those pages visible, the other two figures follow. A 67% rise in click-through rate reflects listings that now match what the searcher wanted, so more of the people who see the agency choose to click. Combined with the improved positions, that lift in relevance is what drove organic clicks up 50%, turning search from a dead end into a genuine source of new prospects.