Can organic search produce qualified leads for a B2B SaaS without changing anything in the sales process?
Keepfy, a B2B SaaS for maintenance management (a CMMS) built by NGI, now gets 41 organic leads a month from 648 organic clicks, a 6.3% click-to-lead rate. Organic clicks rose 88% in the first 90 days, and organic lead conversion improved 12% with no change to the sales team, the CTAs or the SDR script. The only variable that moved was the quality of who was arriving.
The situation
Keepfy is a maintenance management platform, a CMMS, built by NGI, a B2B software company. Its buyers are maintenance managers searching for the vocabulary of their own job: preventive maintenance, MTBF and MTTR, unplanned downtime, machine lubrication.
The product was solid and the customer base was growing. The site was not pulling its weight: content existed, but with no topic authority, no keyword architecture, and no structure an AI model could read and cite.
What we did
A full technical rebuild of the site to start, then five articles a month organised into topic clusters, two authority backlinks a month, and two Reddit accounts operating in the maintenance communities. Twenty-five articles went live, with six more written and waiting on the client's review. It is the same plan we ran for Milldesk.
The numbers
| What we measured | Result | Window | Source |
|---|---|---|---|
| Organic clicks | +88% | First 90 days | Google Search Console |
| Monthly clicks / monthly impressions | 740 → 1,550 / 101K → 153K | First 90 days | Google Search Console |
| Organic lead conversion rate | +12% | 2026 engagement | Client analytics |
| Organic leads per month, from 648 clicks | 41 | Aug 2026 | Client |
| Monthly clicks, average position 8.9 → 7.7 | 1,050 → 1,490 | Jan–Apr 2026 | Google Search Console |
| Positive sentiment, across 585 audited AI answers | 100% | Aug 2026 | Amplitude AI Visibility |
What happened
Organic clicks rose 88% in the first 90 days. The number that matters more came next: organic lead conversion improved 12%, with no change to the sales team, no change to the CTAs, no new SDR script. The only variable that moved was the quality of who was arriving.
Today 648 organic clicks a month produce 41 leads. In a category where the searches are few and the intent is high, that ratio is the whole argument: the traffic is small, and the conversion is not.
