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A microbiological testing lab experienced a 375% jump in organic leads with Infidigit’s CRO + SEO

The Client

A specialized microbiological testing laboratory, known for providing advanced investigation services to a wide range of industries, plays a crucial role in supporting product development and innovation. As one of the few labs globally offering both antiviral and antibacterial efficacy testing, the organization works extensively with treated textiles, plastics, coatings, and surface disinfectants.

Their niche expertise helps businesses validate product performance and safety in alignment with international standards, making them a trusted partner in the healthcare, textiles, and consumer goods sectors.

The Objective

Despite offering industry-leading services, the lab faced challenges in generating qualified leads and attracting targeted organic traffic across key regions, including the United States, Europe, and South Asia. Their primary objectives included:

Quality Lead Generation Surge
Achieve a significant increase in high-quality lead submissions, compared to baseline performance.
Traffic Enhancement
Boost organic, non-branded monthly clicks, with a focus on the U.S., European, and South Asian markets.
Keyword Dominance in Top 3 Positions
Improve the number of keywords ranking in the top 3 positions on search engines—driving visibility for high-intent search queries relevant to the lab’s services.

The Challenge

While building a robust digital presence for the microbiological testing laboratory, several key obstacles needed to be addressed:

1. Limited Page Count

At the start of the engagement, the website had only 30 live pages, which severely limited its visibility across relevant search queries. To drive meaningful traffic and generate leads, it was essential to expand the digital footprint by creating targeted, informative content that covered a wider range of services, industries, and search intents.

2. Lack of SEO-Friendly Content

Existing content was overly technical, brief, and not optimized for search engines. It lacked the necessary depth, clarity, and keyword relevance to rank competitively. To appeal to both search engines and human users, the content needed to be rewritten with a balance of technical accuracy and readability.

3. Technical Hindrances

The website’s complex backend architecture created barriers to improving performance metrics, especially Core Web Vitals. These technical limitations led to longer global load times and subpar user experience, which negatively impacted SEO rankings and overall engagement, particularly in the lab’s key target regions.

The Solution

With the objectives clearly outlined, Infidigit developed a multi-pronged SEO and conversion-focused campaign designed to elevate the brand’s online visibility and user engagement. The strategy was structured around the following pillars:

1. Content Strategy & Topical Authority

To establish the brand as an industry authority, Infidigit created content clusters aligned with EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) and Semantic SEO principles. Key enhancements included:

Strategically structured test-specific pages
Infographics outlining testing processes for enhanced clarity
Targeted FAQ sections highlighting the Fast Track program’s unique selling points

These elements worked together to boost user engagement and improve visibility for high-intent search terms.

2. Conversion Rate Optimization (CRO)

To build trust and improve conversions, Infidigit introduced:

Dedicated testimonial and FAQ pages
Multiple, strategically placed CTAs such as “Get a Quote” and “Consult an Expert” in the first fold
Visual trust elements like USPs, certifications, and achievements are displayed using sticky bars and highlight icons

This approach aimed to reduce friction in the buyer journey and guide users toward taking action.

3. Scalable Page Creation

Starting with just 30 indexed pages across 3 categories, the website was expanded to include:

6 major service categories
Over 150 new pages, including unique test descriptions and related educational content

This expansion was driven by detailed keyword and competitor analysis, ensuring the site was well-optimized to capture relevant search demand across global markets.

4. Technical Optimization

To resolve performance bottlenecks—especially for audiences in Europe and South Asia—Infidigit:

Executed a WordPress theme migration
Optimized Core Web Vitals and reduced page load times
Improved the PageSpeed score from 29 to 99, delivering a smoother, faster experience across devices and regions