( results )
( the story )
Fieldnote runs always-on employee feedback for 400+ companies. Paid search costs kept climbing; organic barely existed.
The problem
Rising CPCs and a blog nobody read. Almost every lead came from paid search at $180 a lead.
What we did
A keyword map built from sales calls, 24 buyer-intent pages — comparisons, alternatives, pricing — and two articles a week the sales team actually sends.
What changed
Organic grew from 12% to 47% of all leads in six months and blended cost per lead dropped by 58%.
