A national healthcare nonprofit was leaving most of its $10,000 Google Ad Grant unspent every month on a Dynamic Search Ads setup. We transitioned the account to Performance Max in October 2025. Monthly grant spend rose 165.738% to hit the full cap by April, clicks grew 439.206%, and website events increased 107.692%.
SEO + Content Case Study
Full-Funnel Content Strategy Drives a 20% Increase in Conversions for Chicago-Area Custom Jeweler
Christopher Duquet had just launched a beautiful website showcasing its jewelry, but was missing a true content strategy to earn business. DTC built out a full-funnel content program that grew local visibility, brought in organic and AI-driven traffic, and lifted conversions 20% year over year.
75%
increase in organic users
535%
increase in LLM users
20%
increase in organic and LLM primary conversions
The Client
Christopher Duquet is a Chicago-area fine jewelry business that had recently completed a website redesign and wanted to grow its presence with local buyers.
The Objective
The new site looked good and covered the basics. It showcased their jewelry and answered common customer questions, but the content wasn’t built to rank, to earn citations in AI search, or to guide visitors toward booking an appointment. The goal was to increase visibility in the Chicago market, attract local buyers, and build the kind of authority that compounds over time instead of relying on a one-time redesign to do the work.
Full-Funnel Content Production
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The problem
A redesign changes how a site looks. It does not, on its own, change what a site ranks for. Christopher Duquet had a clean new website with the fundamentals in place, jewelry showcased and common questions answered, but the content wasn’t written with a strategy behind it. There was little built to rank against local queries, little to earn links, and little that moved a visitor toward scheduling an appointment. A well-built site without strategic content is a storefront on a street no one walks down.
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The solution
We built content across the full funnel rather than chasing a handful of head terms. That meant new category pages and location pages to capture local intent, a full service page overhaul, educational blog posts to bring in top-of-funnel searchers, and link-building blog posts designed to earn passive backlinks over time. Each layer was written strategically for SEO, for AI-driven search, and for guiding visitors toward booking an appointment, and the link-earning content quietly built the site’s authority in the background so the commercial pages could rank.
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Why it matters
Most local businesses treat a redesign as the finish line. It is the starting line. Search engines reward sites that answer real questions and earn links, and neither happens without content built with intent behind it. By producing across the whole funnel, we gave the site something to rank for at every stage, which is why local visibility, traffic, and conversions all moved together instead of one at the expense of the others.
Visibility for “chicago” keywords grew 275% year over year, from 16 ranking keywords in June 2025 to 60 in June 2026. This was the client’s core goal, and it is the clearest raw signal that the local content was landing in search.
Organic users rose 75% year over year, as the new category, location, and service content opened up far more entry points into the site than the redesigned pages could on their own.
Traffic from LLM sources grew 535%, a sign the content was being surfaced and cited by AI assistants and AI-driven search, not just traditional results. Content-rich, authoritative pages are what these systems pull from.
Primary conversions from organic and LLM traffic increased 20% year over year, confirming the added visibility translated into actual business, not just sessions.
Results
Comparing the first half of 2025 to the first half of 2026, the full-funnel content program moved every metric that mattered. Organic users grew 75%, traffic from LLM sources grew 535%, and primary conversions from organic and LLM traffic rose 20%. The clearest proof came in the client’s own market: visibility for “chicago” keywords climbed 275%, from 16 ranking keywords to 60. For a local business that had just invested in a redesign, the takeaway is the one most owners miss. The website is the container. Strategic content is what fills it, ranks it, and ultimately sells.
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