Turning an existing content engine into a lead engine

About 45,000 monthly visitors were arriving, but conversion lagged the category. A working benchmark against competitor Ditto suggested Beshak was converting visitors to leads at a fraction of a comparable platform, even though content depth and traffic volume were competitive. Roughly 13,000 pages had never been technically audited. Only 194 of about 9,984 compare pages were indexed. High-traffic content pages used generic CTAs that did not match the reader's decision stage. There was no confirmed event tracking, so drop-off between landing and lead submit was invisible. Average click-through on search impressions sat around 0.7 to 1%.

Beshak (beshak.org) is an independent, research-led insurance advisory platform. It had built something most insurance sites in India had not: a large educational content base that brought traffic without paid distribution or commission-driven sales tactics. Without fixing the technical and measurement layer first, any conversion work would have been guesswork.

Growth was treated as a stack: technical SEO health, then visibility and indexing, then measurement, then conversion work. The sequence started with a crawl and cleanup of crawl errors, redirects, canonicals and non-indexed content. On-page fixes followed on the pages carrying the most traffic and commercial intent. Analytics and event tracking (GA4, Search Console, Tag Manager, Mixpanel, Clarity) went in so later decisions could be measured. FAQ and star-rating schema went onto top article and insurer pages. Keyword work targeted URLs stuck just outside page one. A backlink and Core Web Vitals review protected the domain while the funnel became visible.

Target-based lead tracking is now in place across acquisition channels, so the team can see a shortfall in the same month it appears. Google Brand leads, the channel most directly influenced by the SEO and CTR work, moved from 467 in March to 452 in April to 620 in May: 33% growth from March to May. Overall lead delivery against target was 95.6% in March (2,201 against 2,303), dipped to 82.6% in April (1,925 against 2,330), and recovered to 94.4% in May (2,266 against 2,400). The April dip is exactly what the new infrastructure was built to catch. The engagement is ongoing. Funnel drop-off analysis, heatmap-driven UX work and a structured CRO programme are the next phase.