Many companies struggle to generate meaningful website traffic.
In September 2024, a growing Life Sciences company (hereafter, “The Brand”), with more than 200 employees and over $6 million in annual revenue, approached us with a clear concern: their website was not producing leads, leaving the sales team to carry the burden of customer acquisition.
Although the company had developed high-quality content, it had been created by their internal technical team rather than marketing professionals. As a result, it was not optimized to attract quality traffic.
Their social media presence? It primarily consisted of sharing peer-reviewed articles. While their team maintained a consistent posting schedule, the content lacked alignment with their brand identity and failed to generate leads.
That is when they partnered with Upbrandly, entrusting us with their marketing strategy in October 2024.
Within six months, we transformed a static website and passive social channels into a dynamic digital presence, resulting in a 184% increase in website traffic and a clear growth pattern.
Here is what changed from September 2024 to April 2025.
Our marketing approach
- Clear and structured marketing and communication strategy
- Website optimization (SEO and messaging)
- Social media Revamp
Marketing & Communication Strategy
Customer Persona is a detailed profile of your potential customer based on real-world data. It helps you align your tone, messaging, and content strategy with your audience’s needs, interests, and decision-making behavior. How to develop a customer persona.
We started by developing a marketing and communication strategy
The Brand had deep expertise and a robust portafolio of product and services, but their messaging was overly technical, lacked a distinct brand voice and did not address customer’s needs and pain points.
Our goal was to bridge that gap by translating their scientific credibility into a clear, compelling message that could engage, educate, and convert. Therefore, we refined the message:
- Focusing on benefits rather than technical aspects
- Using a tone that is scientifically sound, but clear and approachable
- Helping them develop detailed customer personas
With the strategy in place, we turned ideas into action.
Website optimization & SEO
Organic search refers to visitors who find your website through unpaid search engine results. Strong SEO leads to higher rankings, better visibility, and more qualified traffic. In other words, more customers started finding them through Google. How to improve your web’s organic search
The first step was not a complete rebuild; it was about refining what already existed. They key is to always improve – not aim for perfection right away.
The Brand’s technical team had developed a strong base of scientific content. However, from a marketing standpoint, the website lacked a user-centric design. It performed poorly in search engine rankings, and the calls to action (CTAs) were either unclear or absent. While the site described what the company offered, it failed to attract visitors or guide them to take action.
Therefore, we made targeted improvements to enhance the website’s performance:
- Added clear and compelling CTAs to guide visitors through the website
- Integrated high-intent keywords based on real-world search behavior to increase website traffic
- Optimized page structure and metadata to improve discoverability and user experience
The result:
👉 Organic search traffic increased by 94% in just six months.
This transformation demonstrates that it is not always necessary to start from scratch. By building on what was already working and applying effective marketing strategies, we turned a quiet, underperforming website into a key driver of business growth.
With clearer messaging, better structure, and SEO that actually reflects how people search, website traffic began to rise.
Social media & brand messaging
Referral traffic refers to visits to your website that originate from links on other external websites, rather than from search engines (like Google or Bing) or direct entry of your URL. Think of it as digital “word-of-mouth.”
Organic social traffic refers to visits to your website that originate from unpaid activity on social media platforms.This means users find and click on a link to your content because of your regular posts, shares, or interactions on social media platforms
One of the most significant transformations came from social media.
Prior to partnering with Upbrandly, their posts primarily featured technical papers. While accurate, this content was too passive for social platforms. It did not encourage engagement, reinforce brand identity, or drive website traffic.
To address this, we redefined their approach:
- Created engaging, digestible content designed to spark interest and shares
- Introducing consistent visuals and establishing a clear brand identity
- Kept peer-reviewed articles to still satisfy current audience
The result:
👉 Organic social traffic increased by 605%
👉 Referral traffic rose by 232%
An increase in organic social traffic shows that more users are discovering the site through unpaid social media content. This growth is gradual, as building a strong social presence takes time and consistency
Rising referral traffic is directly linked to two factors: effective website optimization and growing brand authority. This visibility means that people are actively talking about The Brand and linking to its content from external websites, blogs, and articles. That kind of attention is earned through value and visibility.
No paid ads. No shortcuts. Just strategy and professionalism.
Many companies depend on paid advertising to drive website traffic. However, without a solid marketing foundation, those results vanish as soon as the budget runs out.
In the life sciences industry, running a basic PPC campaign can cost between $30 and $50 a day. These costs add up quickly and do not guarantee high-quality leads.
Our approach focused on building long-term visibility through strategic improvements in content, structure, and search performance. As a result, The Brand is now in a strong position to run ad campaigns that deliver real results, whenever they choose to launch them.
Direct website traffic and brand awareness
Awareness is the point at which someone becomes conscious of your company, product, or service, even if they are not yet interested or ready to buy. The goal at this stage is to introduce your brand to the right audience and start building recognition and trust.
Direct traffic refers to users who enter your website URL directly into their browser. It’s a strong sign of brand recognition, interest and trust.
By April 2025, The Brand had made the leap from invisible to visible.
When Upbrandly began working with The Brand, we have focused on the first stage of the marketing funnel: awareness. At this stage, the goal is to help potential customers discover your company. This can happen when they find you through Google search results or come across your content organically on social media.
As awareness grows, something important happens: people begin to recognize your brand. They remember your name, seek you out intentionally, and visit your website directly. This behavior is reflected in an increase in direct website traffic, which is a strong sign that your brand is becoming known and trusted.
👉 Direct traffic rose by 176% over six months.
What’s Next? From website traffic to leads
Consideration happens when potential customers are comparing providers and evaluating their options. Our goal here is to show them clearly why The Brand is the best choice, usually providing more detailed information, such as case studies, brochures, or demos.
Conversion occurs once they take action, such as filling out a form, booking a meeting, or placing an order. We want to make it easy and clear for them to take that next action, turning their interest into a real connection.
Now that The Brand is being noticed, the next step is to transform that web traffic into leads. With awareness firmly in place, we are now focused on helping prospects understand why The Brand is the right fit (consideration) and encouraging them to take the next step (conversion).
Looking to grow your website traffic?
This case study shows that meaningful results do not require years of effort or a large budget. What they do require is a clear strategy and consistent execution.
Reach out and take your marketing to the next level.