How Attracting the Right Website Traffic–While Sacrificing “a Lot” of Traffic–Can Triple Lead Conversion Rate

Many of Sytheon’s active ingredients have two names: a scientific name known to the manufacturers who produce their own formulas, and a consumer-facing name known to a much broader audience interested in beauty and wellness trends. Prior to Altitude’s engagement, Sytheon attracted most of its website traffic through top organic search rankings for the consumer-facing name. Bakuchiol, for example, is sold by Sytheon to manufacturers as “Sytenol A,” but also known as a trendy solution to soothe skin. Success on the consumer-facing keyword meant Sytheon earned a lot of website traffic–but the wrong kind. Which is why Altitude rebuilt the company’s website, harnessing long-tail–and industry-specific keywords–while optimizing pillar page UX and informational hierarchy to bring in the right traffic; the procurement and wellness manufacturers who actually need the products to produce their formulas. The technical and content optimizations may have caused overall traffic to decrease, but that sacrifice has led to a significant increase in qualified leads–and traffic from the right customers.