Content Case Study: How Strattex Increased Leads by 525% And Website Traffic By 427%

Here’s the brutal truth about increasing website traffic and driving high-quality leads to your website:

Link-building and a bunch of on-page SEO aren’t going to cut it. 
 
If only it were as simple as that…
 
If you’re serious about actually generating high-quality leads on a predictable schedule, then you need a very systematic approach to your content strategy.
 
Today, we’ll show you a content marketing technique that basically guarantees a massive increase in conversion rates, a boost in inbound leads, and skyrocketing overall website visitors.
 
In fact, we recently used this strategy for Strattex Solutions to increase their leads by 575% and their overall website traffic by 427% in less than 6 months:

The "Question-Centric, Value-Adding" (QCVA) Content Marketing Strategy - A Five-Step Process

In June of 2018 we started working with Strattex Solutions.
 
After using the “Question-Centric, Value-Adding” Technique, their website traffic exploded. 

Not only that, but SEO skyrocketed.

But who really cares about SEO or website traffic.
 
What really matters are leads that convert into sales.
 
You could have 1,000 people coming to your website each day. But, if none of them convert, then who the hell cares?
 
So, most importantly, the “Question-Centric, Value-Adding” massively increased high-quality leads for Strattex.

The best part? It’s a simple, 5-step formula that we call the “Question-Centric, Value-Adding” Process. 

 
The formula takes some time and work, but it’s definitely not “hard.” And it’s one of the fastest ways to increase high-quality inbound leads. 
 
And our favorite part about it:
 
You can do it for your business. It’s a repeatable process. 

The Five Steps of the QCVA Process

There are 5 steps to the QCVA Process:

 
I go through all the steps in this short, 7-minute video.

The five steps of the QCVA Process are: 

Step 1: Find the BURNING questions that your target audience is asking.
 
Step 2: Do comprehensive keyword research on the topic.
 
Step 3: Answer the question in a value-adding piece of content (and I mean real value-adding…).
 
Step 4: Optimize the structure of the entire page for rankings.
 
Step 5: Have a strategic offer (opt-in) that they can’t turn down.
 
Here’s why this technique works really, really well.
 
It has to do with psychology…
 
People only care about themselves. Now, I don’t mean this in a bad way. People just have problems. And they want those problems solved.
 
And, when people have problems, they go searching for answers.
 
By creating content that TRULY answers their questions (question-centric) and adds IMMENSE value (value-adding), then you’ll be the go-to resource.
 
Disclaimer:
 
I already said this, but I want to reiterate it.
 
This is not easy. It’s simple (especially with this five-step QCVA Process), but it takes real work.
 
Don’t expect to read this and have all your problems go away. You have to put in the work.

Step #1: Find The Burning Questions Your Target Audience Is Asking

Everything starts here.
 
If you get this right, then you can win big. If you get this wrong, then you’ll spend a fair chunk of your day wasting time.
 
Because at the end of the day, everybody only cares about themselves, solving their own problems, and getting ahead in life.
 
It sounds depressing… But it’s true. It’s called psychological egoism.
 
For those who’ve read the book How to Win Friends and Influence People, you know what I’m talking about.
 
When people have problems, they want answers IMMEDIATELY. But, where do they go for their answers nowadays? 
 
People go to Google first.
 
And, if you know the BURNING questions that your target audience asks Google, then you can answer those questions in strategic, value-adding content (we’ll get to that in a minute).
 
But how do you know if their questions will create an increase in website visitors and leads for you… or if it’ll take up 20 hours and 8 cups of coffee without anything to show for it?
 
It’s pretty simple: 
 
Find questions that have high volume (are asked by a lot of people) and are low competition (not many websites are competing for that keyword). 
 
Here’s how to find the burning questions of your target market:
 
First, go to a site like AnswerThePublic.com
 
Let’s say you have an online course about how to help people work remotely.
 
You’d type in the word “work remotely.”

From there, you’ll see something like this:

This is a list of all the BURNING questions that people have around the topic “work remotely.”
 
I know it’s hard to read, but there are questions like:
 
  • “How to work remotely in another country?”
  • “How to work remotely as an engineer?”
  • “Can accountants work remotely?”
 
You can always convert it to list form so it’s easier to read.
You could also change that initial phrase to “remote work” (instead of “work remotely”) or any other variation you want.
 
You can do something similar with QuestionDB.

You put in the initial phrase “work remotely” and it spits out Question-Based topics:

Go through the lists from AnswerThePublic and QuestionDB and write down all the ones that directly relate to your perfect target audience.
 
These are the types of questions that someone who would be willing to pull out their wallet for your product/service would ask.  
 
Now, it’s time for Step #2 which takes this even further.

Step #2: Do Comprehensive Keyword Research

Okay, now you have the burning questions.
 
But, that’s not enough:
 
You need to HIGHLY target those questions to go after the ones that are:
 
  • High volume
  • Low competition
 
Here’s how most content topics work today:
The higher volume topics (more people searching for those topics) have WAY more competition.
 
You’ll be competing with websites that have tons more authority than yours and way more content on the topic (that’s already been around for a while).
 
It’s a David & Goliath type situation.
 
And you’re David…
 
But, there’s a way around this:
 
Sometimes you can find content topics that looks more like this…
 
Low competition, high volume.
 
How do you find the low competition and high volume keywords?
 
Our favorite keyword research tool is Keywords Everywhere, which is a Chrome Extension (but there are tons of other ones, like SEMrushMoz, and more).
 
Most of these are free. The first one, Keywords Everywhere, is free.

How to do keyword research?

Now that you’ve downloaded the Chrome Extension called Keywords Everywhere, all you have to do is a Google search.
 
Let’s say you’re a nonprofit that helps military members transitioning to civilian life find their dream job.
 
And, after doing Step #1 with Answer The Public, you find that military members have a lot of BURNING questions around resume writing.
So you throw one of those keywords into Google.
 
You pick “Military resume for civilian job.”
 
This is what shows up:
As you can see, the volume is 30/month. 
 
So… not a ton of people searching. 
 
But, competition is low at 0.14 (out of a 1.0 scale).
 
And with low competition (anything less than 0.35 or so is what we consider “low”), then there’s opportunity to quickly swoop in and drive traffic to your site (especially if you create a truly value-adding piece of content, which we’ll get to in the next section).
 
But, again, there aren’t many people searching for this keyword. 
 
So, is it worth it?
 
 
Before we answer that question, we recommend you do this:
 
If one keyword in a topic has low competition, then there’s a chance related keywords with higher volumes also have low competition.
 
And you can easily find this out by looking at related keywords on the right side of the screen:

Take a look below. Immediately, two GREAT options stand out.

The first one – military to civilian resume examples – isn’t necessarily a “question.”
 
But, people today usually don’t write full sentences when searching in Google.
 
People are lazy.
 
This is basically asking “What is a good military to civilian resume example?”
 
And with 210 searches per month (over 2,300 searches per year…) and a competition of only 0.11, there’s tons of opportunity. 
 
Same with the second keyword. 
 
At this point, you’ve done the keyword research to find the highly-targeted BURNING questions your audience is asking.
 
You’ve found amazing opportunities for driving traffic to your site.
 
Now, you’ve got to create jaw-dropping, action-filled, mind-blowing content. 

Step #3: Create a Truly Value-Adding Piece of Content

Creating amazing content isn’t that hard. 
 
There’s a step-by-step process that makes your life easy.
 
Simply follow the steps below: 

Part 1: What's already ranking?

There’s no reason to reinvent the wheel:

 
The first part to creating truly value-adding content is to find out what competitors are doing.
 
If you want to rank for the keyword “military to civilian resume examples,” then you need to find out what’s already ranking for that keyword.
 
Here’s the number one article that shows up on Google:

The content is pretty solid.

 
It’s got a downloadable template, is relatively interactive, and the length is decent.
After analyzing this first piece of content, you want to also look at 4-5 more pieces of content that are ranking on Page #1. 
 
Now, you’ve got an idea of what’s already performing well in Google (in terms of content quality, length, interactiveness, etc)
 
Next, you need to look at what’s getting shared socially. 

Part 2: What's already getting tons of links and social shares?

A big part of having a piece of content perform REALLY well is getting social shares.
 
This is particularly important because of two reasons:
  1. It generates high-quality backlinks
  2. It creates buzz around your content
To know what sort of content to create to get social shares and links, you need to find out what type of content is already getting social shares and links.
 
To do this, head over to Buzzsumo:
 
Type in your target keyword, like “military resume.”
With Buzzsumo, there are usually some articles that do not relate to your topic at all, even though you type in your exact keyword.
 
While the first two articles are not related, the third one is perfect:
It has 1.3k engagements on Facebook – so they must have done something right.
 
Click on the article and check it out. How is it structured? What’s the length?

Part 3: Create something more in-depth, more interactive, more engaging, longer, and simply better than the competition

For example:
 
The #1 ranking article in Google for “military to civilian resume examples” only has one example resume…
 
You could create an article with the “17 best military to civilian resume examples.”
 
You’re probably thinking:
 
“Holy shit, that’ll take forever”
 
But, here’s the truth (I already said it in the beginning). Creating amazing content takes time and work, but it’s relatively straightforward.
 
You already looked 5-10 pieces of content that are ranking in Google and are getting social shares and links. Now, just ask yourself a couple of questions:
  • How can I make my content longer? (Longer content performs better with SEO, meaning you’re likely to rank higher)
  • How can I make my content better designed? (The design of your content influences people’s interactivity)
  • How can I make my content more in-depth? (Do you need to add screenshots? Video? More examples or stories?)
  • How can I make my content more SEO-friendly? (How can you structure headings, URL, and other on-page factors to outperform the competition? We’ll get to this in the next step.)
There’s another important aspect of content that people LOVE (that a lot of the competition won’t have…):
 
Video. 
 
Let’s say you’re a tutoring service. You find the keyword “how to write the best essay?” which has nearly 500 searches per month and a SUPER low competition at 0.04.
 
You start to research what your competitors are doing – this is what shows up:
And you realize it…
 
Google knows that people prefer to watch video, so there are times that it structures the SERP (Search Engine Results Page) to have videos show up first.
 
 
So, what do you need to do?
 
Wherever possible, create video content.
 
Make sure that your video titles and descriptions are optimized for keywords.
 
Then, embed those YouTube videos into your piece of content.
 
Now that you’ve got an idea of how to create the content, there’s an important step you need to take before publishing.

Step #4: Optimize The Page For Rankings

SEO scares a lot of people:
 
They think that it involves putting on nerdy glasses, sitting 5 inches from your computer screen, and typing away furiously at the keyboard.
 
But it’s actually quite simple (if you have the right structure):
 
Here’s exactly how you optimize your content for SEO (in order of importance).
 
  • Part 1: Optimize the URL Structure
  • Part 2: Complement With a Killer H1 Header
  • Part 3: Strategic, “Essay-Like” Headings Throughout The Content
  • Part 4: Sprinkle in High-Volume, Low-Competition Keywords
  • Part 5: “Link Out” To High-Authority Websites With a 3:1 Ratio

Part 1: The URL Structure

The URL structure is one of the MOST important ranking factors. 
 
It’s not hard to do. It takes about 10 seconds…. Yet, it has a huge impact.
 
What is URL structure?
 
It’s the structure that you create for your webpage after the top level domain (.com, .org, etc).
The URL structure here is: “hyperlocal-marketing”
 
The dashes act as spaces (in the eyes of Google’s algorithm).
 
Here’s an example:
 
If you find a high-volume, low-competition keyword that you want to rank for, then you need to match that keyword in your URL structure EXACTLY. Every word must be the same.
 
If the keyword is “how to speed read” (which has over 5,000 searches per month and a competition level of 0.04):
 
Then you’d structure your URL as: “www.example.com/how-to-speed-read.”
 
Let’s stick with this example of “how to speed read” throughout this section.
 
Next, your main title (your H1 tag). 

Part 2: Your Main H1 Title

What is your main H1 Title Tag?
 
It’s what Google sees as the “title” of your article.
 
Here’s an example:
You’re probably thinking – “Why not just have the same exact H1 as the URL structure if that’s the keyword I want?”
 
Here’s why:
 
Google loves consistency. 
 
The algorithm wants every single word, paragraph, and section of your content to be consistent in topic and relevance.
 
It doesn’t love repetition:
 
By having the EXACT same H1, you’re missing out on additional keywords that are also consistent with your URL.
 
So, for the content around “how to speed read”, this is what you’d do to find the best H1:
 
Type the original URL structure phrase (“how to speed read”) into Google. Then, look at Keywords Everywhere’s related keywords.
Two related keywords immediately stand out:
  • speed reading exercises
  • how to speed read for comprehension
Since the first one has 1,000 searches per month compared to only 40, we’d choose that one. Especially since it has such low competition.
 
There’s one more step:
 
You want to make the H1 title interesting, actionable, and “clickworthy” (all while maintaining the exact keyword).
 
Something like this would work really well:
 
“7 Best Speed Reading Exercises to Double Your Reading Speed”

Got it?

Part 3: Proper Heading Structure Throughout

From a visual perspective, this is what your content should look like:
 

H1: Title + Thesis

     H2: First Supporting Evidence for H1

          H3: First Supporting Evidence for H2

          H3: Second Supporting Evidence for H2

    H2: Second Supporting Evidence for H1

          H3: First Supporting Evidence for H2

          H3: Second Supporting Evidence for H2

    H2: Third Supporting Evidence for H1

          H3: First Supporting Evidence for H2

          H3: Second Supporting Evidence for H2

And so on….
 
Let’s start from the top. We promise it’ll make sense.
 
Think of your piece of content like an essay:
 
I know, you probably hated essays. But, this will make sense. 
 
Your title is the like the… well… title (but a little different).
 
Your H1 is like the title and thesis put together.
 
A title would just be “Speed Reading Exersices”
 
A title + thesis would be “7 Best Speed Reading Exercises to Double Your Reading Speed”
 
Make sense?
 
Everything in your content must support that title + thesis.
 
Your H2 tags are the headings for the different sections that support your H1.
 
They directly support the H1 thesis. 
 
They’re like the main supporting pieces of evidence to prove that the title + thesis is true.
 
You still following?
 
Then, your H3 tags are the sub-headings that support the H2 tags.
 
Take a look at this example for the URL structure of “how to speed read” / .com/how-to-speed-read
 

H1: 7 Best Speed Reading Exercises to Double Your Reading Speed

    H2: How to Read Faster? Is It Actually Possible?

          H3: Speed Reading Science

          H3: Real Results From Real People

    H2: Reading Speed And Comprehension Test To Get a Base Level

          H3: Average Reading Speed and Comprehension

          H3: Average Reading Speed and Comprehension After Speed Reading

    H2: Speed reading technique #1: Minimize the number and duration of fixations per line to increase speed.

          H3: What are fixations per line?

          H3: How to actually do it:

Of course, this article would continue with techniques 2-7, but you get the idea.

Part 4: Add As Many Keywords As Possible (Without Keyword-Stuffing)

I want to get something out of the way first:
 
The quality of the content is MUCH more important than just focusing on keywords.
 
But, if you can have AMAZING content + optimized keywords, then there’s a chance you’ll hit a goldmine. 
 
So, how do you do keyword research?
 
We already kinda went through this with Keywords Everywhere.
  • 1. Start with your main URL structure keyword:

Type that into Google (let’s say it’s still “how to speed read”), then gather all the related keywords from Keywords Everywhere:

Start gathering all the ones that are relevant to your content.
 
If you find ones that are really good, you can click on them. That’ll conduct a Google search with that keyword. 
 
Once you get there, you can go back to the related keywords again to find even MORE keywords.
 
Also, go to Google’s suggested section at the bottom of the page.
If Google’s suggesting them, then you should probably add them.
 
  • 2. Add those keywords to your content (especially in the h1, h2, and h3 tags)
Google scans your content according to URL structure, H1 tags, H2 tags, H3 tags (and so on), and then the body of the content itself.
 
By adding high-volume, low-competition keywords (especially to the headings and subheadings), you’ll have a MUCH higher likelihood of ranking, driving traffic, and converting leads.
 
Important advice:
 
Don’t engage in “keyword stuffing.”
 
This is where you add DOZENS of keywords to your content that don’t make sense… 
 
It’d look something like this:

“How to speed read for college with the best speed reading course using a how to speed read pdf”

It’s ridiculous (and Google is smarter than that – it knows when content is legit or not).

Sprinkle in your keywords appropriately so that they make sense.

Part 5: Link Out to High-Authority Websites (That Are NOT Competing)

Google trusts certain websites more than others.
 
The websites that it trusts more have a higher “Domain Authority.
 
And a way for Google to trust your content more (known as Page Authority) is by linking out to websites that have a really high domain authority.
 
Here’s an example:
 
You’re writing your content on how to speed read.
 
And, instead of just sharing facts off the top of your head, you look up data to PROVE that speed reading is legit.
 
You find this article from the Harvard Business Review (very high authority…) with some cool info.
So, in your article, you create a link to this website, saying:
 
The Harvard Business review shares 4 facts on why speed reading is legit.”
 
And you link to their page.
 
There’s one more piece to this:
 
If you also decide to interlink to your other pieces of content on your own site (which is recommended), you should have 3 outbound authority links per every 1 link to your own site.
 
If you link to a bunch of your own pages, then Google’s algorithm will see it as spam-like.

Step #5: The Strategic Opt In

Who cares:
 
This is the question you need to ask yourself when you’re creating your content.
 
“Who cares if people come to this page? Who cares if they read it?”
 
Why are you asking yourself these questions?
 
At the end of the day, what matters is people pulling out their wallets and doing business with you.
 
Without a strategic opt-in, this is highly unlikely.
 
What is a strategic opt-in?
 
It’s anything that your target audience would drool over to have.
 
  • It could be a free online course (in exchange for an email or phone number).
  • It could be 50% off your product or service.
  • It could be a free guide.
 
Whatever it is that your audience would want, you need to have it on EVERY piece of content.
 
Here’s a story about a strategic opt-in that worked REALLY well:
 
Strattex Solutions had some content. It was actually pretty good content.
 
But they were only getting around 1 lead per month from that content (about 1 person was finding the content, then going to the “Contact Us” page, and then submitting a form).
 
Here’s what we did to go from 1 lead per month to over 10 leads per month from content WITHOUT CHANGING ANYTHING but the strategic opt-in.
 
We added this option to every single piece of content they had.

It's Your Turn

Now, you get to go out there and create amazing content that generates leads.
 
What’s great about it is this:
 
You already know it works.
 
Sure, it takes time and is hard work. But you can feel confident knowing that you’ll be putting in the work for a good reason. 
 
Ready to get started?
 
Click the link below to download this PDF. 

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