Qualified
leads
vs Q2 2025
Organic
sessions
vs Q2 2025
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Concept Projects Group deliver a broad range of [project management, design and engineering] services across several sectors. That breadth is a commercial strength, but it made them difficult to find. There was no single search term that described what they do, and the terms that did exist carried very low monthly search volume in a market with established competitors bidding hard for the same handful of clicks.
The website reflected that. Enquiries arrived, but sporadically and without pattern. There was no way to forecast a month, no sense of which services were generating interest, and no structure telling Google what CPG actually offered or where they operated. It was, in their own words, pot luck.
The site itself was also a hard ceiling. Even where we could win rankings, the platform limited how much we could build, how quickly pages could be added, and how well those pages converted the traffic they earned.
Concept Projects Group
Low search volume across a wide service range meant one thing: casting a narrow net was never going to work. We built for coverage first, then removed the constraints holding that coverage back.
1. Research and mapping Full keyword research across every service CPG offer, then a mapping exercise assigning each term to a page. Where a service had demand but no page, we flagged it. Where two pages competed for the same term, we consolidated. This gave us a clear picture of the real addressable search market rather than an assumed one.
2. Local and service page build-out We built dedicated pages for the locations CPG work in and the services they deliver, giving each commercial term somewhere relevant to land. Individually the volumes are small. Collectively they add up to consistent, qualified traffic from people actively looking for the specific thing CPG do.
3. Authority building A structured link building programme to make those pages competitive against established firms with longer track records online. In a market where every player is chasing the same low-volume terms, authority is often the deciding factor.
4. A new website to lift the ceiling The old site capped what the strategy could achieve, so we rebuilt it. [Add: platform, launch month.] The new build removed the technical and structural limits, made it straightforward to publish new service and location pages, and gave the traffic we were winning a far better chance of converting.
5. Full-funnel content With the foundations in place, the focus moved up the funnel. We’re now building the content that captures people earlier in their decision: guides, [lead magnets], and [calculators] aimed at the research stage, so CPG are in the conversation before a shortlist exists.
The headline number is the one that matters commercially. Qualified leads in Q2 2026 were up 133.3% on Q2 2025. More usefully, they became predictable. Where an enquiry used to be pot luck, CPG can now plan around a floor of four to six qualified leads a month from organic search alone.
Traffic grew more modestly, and that’s by design. Organic sessions reached 3,125 in Q2 2026, up 35.7% year on year. In a market with low search volume and a wide service range, chasing traffic volume would have meant chasing terms that don’t convert. Instead we cast wide across CPG’s full service list, which brings in fewer visitors but a far higher proportion of the right ones, spread across different industries and project types rather than clustered in one.
That’s the trade we’d make every time. A 35.7% traffic increase producing a 133.3% lead increase tells you the traffic is better qualified, not just larger.
Results metrics:
Tell us where you are now and where you want to get to. We’ll come back with a proposal built around your goals, not a template. No pressure, no obligation.
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