The challenge
Helio was spending heavily on paid ads with diminishing returns. Organic traffic was a rounding error, and their content strategy was “post whenever someone has time.”
What we did
- Full technical audit: crawlability, schema, Core Web Vitals, internal linking.
- Built a topical map around residential solar + financing + incentives.
- Produced a content calendar and wrote 24 long-form articles over six months.
- Instrumented GA4 + server-side events to attribute form fills to specific content.
Outcome
Organic search now drives the majority of Helio’s inbound pipeline. Their paid budget has been cut in half and redirected to retargeting the readers they earn for free.