Blog posts outranked product pages
Ready-to-buy visitors reached informational pages with no quote path.
CONVERSION RATE
How this B2B supplier grew buyer traffic 82% by fixing product page conversion in 4 months.
BuyUnityNow was losing commercial buyers because blog posts outranked product pages. RankWin rebuilt the site around buyer intent so money pages rank, convert, and drive quotes.
82%buyer traffic growth
479product keywords in top 10
$242Kestimated annual traffic value
212%commercial visibility
B
BuyUnityNowCommercial Laundry Equipment
THE CHALLENGE
Buyers were landing on pages that never converted.
The site had traffic, but the wrong pages ranked while commercial product pages sat on page two or three.
Product pages buried
Core money pages were nearly invisible for high-value commercial searches.
No buyer-intent architecture
Site structure did not clarify which pages should own purchase queries.
Technical barriers
Crawl errors, duplication, and missing canonicals weakened a large product catalog.
THE STRATEGY
Rebuild the site around buyer intent and conversion.
RankWin restructured information architecture, optimized product templates, and moved commercial searches onto pages built to close.
Map intent to money pages
Commercial keywords were assigned to the pages best positioned to capture a purchase.
Optimize product conversion
Product templates gained commercial copy, quote CTAs, and useful structured data.
Consolidate authority
Hub-and-spoke internal links directed topical authority toward high-value pages.
Displace low-converting rankings
Product pages replaced blog posts for searches closest to a sale.
WHAT WE LEARNED
Conversion lessons for B2B suppliers.
Traffic without conversion is wasted
The page that ranks determines whether visibility can become revenue.
Product pages can rank
Commercial pages compete when architecture and intent align.
Structure drives conversion
Clear hierarchy helps both buyers and search engines reach the right page.
Focus closest to the sale
High-intent queries create more value than vanity traffic.
READY WHEN YOU ARE
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