The Challenge

Wethos is a software platform that helps freelancers scope projects, raise their rates, and get paid, all in one place. Despite strong product-market fit and a growing user base, they struggled with expensive, low-retention paid acquisition.

The breakthrough insight? Users who signed up via their Scope of Work templates had far better activation and retention, but those templates weren’t ranking in search. In fact, they weren’t even indexable by Google. There was no SEO strategy in place, and their highest-value content was invisible to Google.

Wethos needed to build an organic growth engine to relieve their reliance on inefficient paid channels and to drive sustainable, scalable user acquisition.

The Solution

To solve this issue, I developed and execute a two-pronged SEO strategy designed to unlock sustainable, high-converting organic growth:

1. Programmatic SEO for Scope Templates

First, we needed to get the Scope of Work templates indexed by Google. Programmatic was the right strategy here for a few reasons:

• We had a large repository of scope of work templates created by our users that included detailed service descriptions and real world pricing data, making this content unique and helpful
• The templates followed a scalable, repeatable search query pattern with long-tail potential (i.e. Social Media Scope of Work Template, Logo Design Scope of Work Template, Shopify Website Scope of Work Template, etc.)
• The templates lived within the product, so a user needed to sign up to access and use them. This is what would turn traffic into conversions. 

We started by creating a Scope of Work template hub on the website and included category pages (i.e. marketing, design, etc.) for better organization and to match user search intent.

From there we built a landing page structure for each scope template that was well-optimized with headings, in-depth content, clear messaging and value props, preview images of the templates, detailed FAQs with schema markup, and a CTA to convert traffic to sign ups. 

• Built optimized, indexable landing pages for 200+ Scope of Work templates
  
• Prioritized pages based on keyword research and search intent
  
• Implemented scalable page templates with optimized on-page SEO, schema markup, FAQs, and internal links.
  
• Created a centralized template hub with categories and linked it site wide for improved crawlability

This programmatic SEO strategy not only helped us scale highly targeted pages quickly, but it also allowed us to offer users unique value that tied directly into signing up for the product itself, a strategy that drove a mass volume of organic sign ups.

2. Blog Migration & SEO Content Strategy

To compliment the programmatic strategy, our next area of focus was the blog. Wethos has long invested in blog content, but the execution was suboptimal. The blog not only lived under a subdomain, it also existed on a separate CMS, and was completely disconnected from the rest of the Wethos site in every way. To effectively rank well, capture demand, and drive signups from the blog into Wethos, we needed to fix this.

Here's what we did:

• Migrated the blog from a WordPress subdomain to a Squarespace subfolder
  
• Aligned all blog content with keyword research and SEO best practices
  
• Increased publishing cadence (2 → 6+ posts/month)
  
• Updated and optimized underperforming legacy content
  
• Doubled down on “Scope of Work” roundup content targeting adjacent keywords
• Increased density of internal linking between blog posts as well as to and from the scope of work templates
  
  

The Results

With SEO foundations in place, Wethos turned their best product asset into an inbound acquisition engine.

• 10X growth in total ranking keywords (360 → 3,400)
  
• 5X growth in top 3 keyword rankings
  
• 2X increase in total backlinks to wethos.co
  
• 2X organic traffic
• Scaled from 50,000 to 90,000 total users in 9 months

Wethos now dominates search results for hundreds of high-intent terms, often holding the top three positions on the same SERP.

“Jason has an incredible ability to flex from strategic partner to fast executor. He overhauled our website and blog, and doubled our SEO traffic in 9 months. I would highly recommend Jason for any SEO or growth work.”

Rachel Renock
Co-Founder & CEO at Wethos