“Nick and his team have been essential partners in growing WestAir’s online presence. They advised us on SEO during the development of our new website. Since then, they’ve been leveraging AI to scale our content, while maintaining quality, and providing ongoing SEO guidance to stay ahead of our competition. As a result, we’ve seen a 785% increase in traffic and a 250% increase in sales-qualified leads year over year.”
– Tyler O’Brien, Senior Marketing Manager at WestAir Gases & Equipment.
We started working with WestAir Gases & Equipment in April 2024, beginning our engagement when they were developing their new website. By the end of 2024, they had a new, improved, and SEO-optimized website.
In 2025, we shifted our focus to scaling WestAir’s visibility – producing new content and improving existing content.
This led to a 785% year-over-year increase in traffic and 250% increase in sales-qualified leads (first 6 months of 2025 vs. the same period 2024). As of October 2025, we are continuing to see strong growth.
How we helped grow WestAir’s leads from organic search
We partnered with WestAir on the new website to make sure it wasn’t just a redesign, but a strong foundation built to support long-term organic traffic growth. Here’s what we did:
- Advised on site architecture so the navigation was clear for users and crawlable for search engines.
- Guided keyword targeting to shape key landing pages and align content with search demand.
- Benchmarked against competitors to identify gaps and opportunities during development.
- Optimized technical setup (URLs, internal linking, load speed, mobile-friendliness) before launch.
- Provided ongoing SEO guidance to keep content and structure aligned with growth goals.
- Created a plan to strengthen their off-page signals.
At the time the new site launched, we had an aesthetically pleasing, well-structured website… but we didn’t have much high-quality, buyer-focused content.
But we were ready to change that.
While the website was being developed, we were developing a content strategy – here’s what that entailed:
- Identified keywords with high search volume and high buyer intent (validated through customer research).
- Analyzed which content types were working for competitors.
- Prioritized content based on expected impact.
- Decided on an internal linking strategy that was appropriate for WestAir.
In mid-December 2024, we published our first batch of content. Here’s a look at our performance before and after:
At the time of writing, it’s been around a year and a half since we first started working with WestAir. They could significantly reduce their SEO investment today – and they would likely continue to get a lot of leads from organic search for the foreseeable future. The beauty of SEO!
But maintaining a monthly investment that is at or near current levels is likely to lead to even more sales-qualified leads every month.
That’s why we plan to continue publishing new content, updating existing content, advising on how to keep the website SEO-optimized as it continues to evolve, and earning links from trusted websites.
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