How Framer grew user registrations 64% in under 6 months by focusing on detailed technical analysis, optimizing key pages, running content gap analysis, and adding tactical content
COMPANY PROFILE
Very high-growth startup
Strong existing brand
Focus on new user acquisition
Focus on key revenue-driving pages
Multiple concurrent development efforts
framer.com
Summary
Framer came to us to help grow organic traffic that would specifically result in more user registrations.
They’re an extremely high-growth startup with lots of concurrent marketing & development efforts, so Ranq had to slot in, get work done, and do it in a way that complimented the machinery already in flight.
This project includes a strong focus on new user acquisition and is heavily oriented around boosting key revenue-driving pages.
Ranq has been able to meet and exceed Framer’s aggressive targets — namely with targeted optimization, content gap analysis, tactical content, and targeted link building.
Goals
Framer’s goals are almost exclusively new user acquisition (at their free product level) with a de-emphasis on general audience building and brand awareness.
CHALLENGES
Challenge #1: Extremely aggressive targets
Framer is in an aggressive growth period, and their marketing team sets aggressive targets for itself. As an extension of Framer’s marketing strategy, Ranq was held to the same standards.
Challenge #2: Concurrent development
Because Framer constantly iterates on its website and product, the website was changing almost daily, requiring Ranq to not only keep up, but to track and adjust changes based on new data.
Challenge #3: Heavy emphasis on key pages
Framer’s emphasis on key revenue-generating pages required Ranq to abandon some of our typical strategies in favor of highly focused efforts on the main conversion points for the site.
Strategy
1. Intensely focused optimization for key pages
Because a subset of key revenue-driving pages were such a strong focus, our tech team focused a great deal of time on heavily data-driven optimization campaigns, detailed measurement, and on-the-fly adjustments for key pages.
2. Content gap analysis for key pages
We also deployed content gap analysis for key pages, finding keywords, topics, and subtopics that could be added to those pages to build on the traffic and revenue that already existed.
3. Targeted link building for key pages
In addition to technical optimizations and content gap analysis, we also build targeted links to key pages to further boost them and build authority at the page-level over time.
4. Foundational technical SEO cleanup & optimization
For all the page-level work we were doing to be effective, we had to ensure Framer’s technical foundation was solid. We worked independently — and, in some cases, with Framer’s development team — to create a clean, crawlable site.
5. Site structure improvements
We also developed a new site-structure strategy to (1) create a site that was easier for Google to crawl and (2) emphasize the most important pages with a robust internal linking structure.
6. New content for “almost there” pages
We also compiled a list of pages that were “almost there” — pages showing up on p.2 of Google — and added content to them (as well as optimizing them and supporting them with site structure) to boost them to p.1.
Results
User registration
growth
New keywords on
p.1 of Google
additional weekly
user
registrations
user registration
growth for key page
additional monthly
visits to key section
additional keywords overall