Pritchard Industries
A ground-up SEO/GEO program turns a century of offline reputation into $2.2 million in organic pipeline in 6 months
OVERVIEW
We partnered with Pritchard Industries, a commercial cleaning and facility services firm with more than a century of offline reputation behind it, to build a digital presence and an inbound demand engine to match.
Through website migration support and the launch of a new B2B SEO/GEO program, we helped the company generate $2.2 million in organic pipeline within 6 months — while establishing, for the first time, a systematic way to bring in demand through organic search.
PROJECT RESULTS AT A GLANCE
PAIN POINTS & CHALLENGES
Pritchard Industries was growing quickly, and pandemic-era pressure only sharpened the need to move fast. But their digital presence hadn’t kept pace with their offline reputation.
- Their outdated website had received minimal attention and wasn’t built to generate leads.
- There was no internal inbound marketing team to plan, produce, or maintain an organic strategy.
- They didn’t have an existing SEO/GEO strategy, so the engagement was starting from scratch rather than optimizing something already in motion.
SOLUTIONS: STRATEGY MEETS PARTNERSHIP
Pritchard needed more than a website overhaul — they needed an inbound lead engine built from the ground up.
A New Technical Foundation
We rebuilt the technical SEO/GEO fundamentals, auditing legacy landing pages and site architecture to make sure the new foundation could actually support growth. We then layered in the research, content, and optimization work needed to turn that foundation into consistent, qualified demand.
Keyword & Competitor Research
We applied keyword and competitor research to understand where Pritchard Industries could realistically make meaningful gains, and used those insights to shape everything that followed.
Editorial Roadmap & Content Strategy
We developed an editorial roadmap that addressed both top-of-funnel traffic and conversion optimization, so the content strategy served both awareness and pipeline at the same time.
On-Page & Local Optimization
Implementation included title tag rewrites, URL structure updates, new resource content, landing page refinement, and business listing optimization — the unglamorous work that compounds.
THE RESULTS
Within months, Pritchard Industries saw consistent organic visitor growth, substantial keyword ranking improvements, and a reliable flow of qualified leads — the company’s first systematic inbound demand engine built on organic search. New organic users grew 21% month over month, page-one keyword rankings increased 45%, and the program generated $2.2 million in new pipeline.
“Starting from scratch, we went from zero to 10+ qualified leads per week and have closed four deals to date — far exceeding the cost of the program.”
Daniel Hiza, VP of Marketing, Pritchard Industries
