Novuna
How we turned a -22% decline in organic traffic into a +163% increase in qualified leads for Novuna Business Cash Flow.
Conversion rate
Leads
Qualified leads
Traffic through "Transactional" search queries
The Goals
The Challenge
Novuna Business Cash Flow operates in an increasingly competitive search landscape. High-volume keywords related to invoice finance were becoming saturated with content from large financial institutions making it difficult to maintain rankings for these queries. Additionally, user behaviour indicated that potential customers were often confused about which financial product was right for them, creating friction in the user journey and impacting conversion rates.
Our challenge was clear: drive lead growth by targeting more qualified traffic and improving the user experience to ensure higher conversion rates.
Client background
We’ve partnered with Novuna Business Cash Flow for over four years now, supporting them across a range of marketing channels with a core focus on SEO to improve overall efficiency and reduce reliance on paid media.
PPC costs are notoriously high for their target keywords, particularly during sporadic periods of increased competition, which can lead to an elevated cost per acquisition.
Our ongoing mission has always been to maximise leads at the lowest cost possible through a holistic marketing strategy. Thanks to significant organic growth in previous years, we shifted more of our focus to conversion rate optimisation (CRO) over the past 12 months to ensure we were capitalising on the organic traffic we had carefully built over the past four years.
The Strategy
With high-volume keywords becoming more competitive and driving less actual traffic due to the introduction of AI overviews, we focused on more intent-driven, long-tail queries to attract businesses actively seeking finance. Optimising for industry-specific terms and "quick funding" related queries, this ensured we were more likely to reach in-market users with immediate needs.
To help convert this type of traffic, we then experimented with ways to streamline the user journey through extensive CRO testing.
By combining SEO and CRO, we not only attracted the right audience but made it easier for them to take action - boosting conversion rates and driving business growth.
SEO strategy: Focusing on intent-driven keywords
We shifted our focus from broad, high-volume terms to more specific, intent-driven keywords that reflected the needs of potential customers actively searching for solutions.
- Re-optimisation for lower volume long-tail queries: We optimised pages for longer-tail, product-specific queries like “company,” “companies,” and industry-specific searches (e.g., “invoice finance for construction companies”).
- Targeting urgency terms: Recognising that users often prioritise speed when seeking cash flow finance, we developed content around “quick business funding” and related queries.
CRO strategy: Enhancing the user journey
To convert more of this qualified traffic, we conducted extensive CRO tests aimed at improving the user experience and reducing friction points:
- Improved CTA placement: We added more calls-to-action (CTAs) throughout the content and tested various placements to find the most effective locations.
- Anchor links to forms: We replaced CTAs that directed users to a separate form page with anchor links to forms on the same page, streamlining the process and reducing drop-off rates.
- Sticky navigation and mobile footer: We implemented a sticky sub-navigation menu, making it easier for users to explore the cash flow finance section and keeping the “Get a Quote” CTA visible.
- On mobile, a sticky footer ensured the “Get a Quote” CTA remained constantly visible.
- Clearer messaging: We emphasised speed and simplicity and how Novuna compare options to find users the right product in a complex market, which also helps us compete against comparison engines.
- Removal of calculator: We removed a quote calculator that previously gave users rough estimates without collecting contact information. This encouraged users to complete the full form, improving lead capture.
The Business Impact
"Nomada Digital have been the company's digital marketing agency for over four years now - for goodreason! Their strategic approach to SEO and CRO inparticular has completely transformed our lead generation. They're an invaluable partner in our growth strategy going forward."
The SEO Impact
Performance summary
Filtering for these transactional terms ("companies", "quick business funding" and "invoice finance for..." related queries), the growth has been significant when comparing January 2025 to January 2024, with +26 KWs added to the top #3 positions resulting in an 1.1k traffic increase through these terms (+367%) and +11% points increase in SoV (+297%).Traffic value has also increased significantly by $19.5k / month (+574%). This is a metric ahrefs calculates based on how much this traffic would cost in terms of media spend if we generated it through the same keywords in a Google Ads campaign.
Qualified traffic growth
What's key here is this growth is coming through super qualified queries and no awareness terms (i.e. informational blog content), which is often what you see in these types of screenshots.With an overall monthly traffic score in ahrefs of 4.4k, these terms are now making up 25% of our overall traffic to site, up from 8% this time last year.
Keyword improvement
Here are some of the keywords where we've seen the most noticeable improvement in terms of traffic growth - many of these terms were at the bottom of page 1, page 2 or not ranking at all.As an agency we only focus on terms we believe we can rank top #3 as this is where generally where all the traffic opportunity is. SEO strategies are put together based on a combination of transactional queries, highest volume and terms that we believe are worth you competing for.
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