Kiuwan
A new site launch cost them their visibility. We rebuilt it, then more than doubled organic users, and half of those conversions are now trial requests.
Measured against the prior year in GA4, 2024. Organic search only.
A security scanning brand that lost ground to its own relaunch
For nearly 20 years, Kiuwan has given developers security vulnerability scanning tools that check source code so applications stay secure and sensitive data stays protected. Kiuwan is an IDERA brand; we work with two of their sister brands as well.
They came to us right after launching a new site. The launch had wiped out much of the momentum the old site had earned. They needed that presence back, plus a user experience that turned visitors into quote requests, sales conversations, and form submissions.
✓ We delivered.
A relaunch that set them back
The new site looked like progress. In search, it was a reset. Visibility dropped, technical issues piled up, and the paths to a quote or a free scan were harder than they should have been.
Before — the problem
- ✕Momentum lost at launch. The way the new site went live erased visibility the old site had earned.
- ✕Technical issues. Site health problems that held the new pages back in search.
- ✕Weak conversion paths. Quote requests, sales contact, and forms were not easy enough to reach.
- ✕A buried free scan. The free code scan offer existed, but was implemented ineffectively.
- ✕No cross-promotion. Sister IDERA brands we already served were not sending each other visibility.
After — the fix
- ✓Four content pieces a month. Educational pieces that position Kiuwan as a professional, knowledgeable brand.
- ✓Technical fixes. Site health restored through technical and on-page SEO, checked in monthly audits.
- ✓UX improved. UI/UX analysis turned into changes that led to more conversations and more sales.
- ✓Trials as the goal. More than half of organic conversions are now trial requests.
- ✓Authority rebuilt. A backlinking campaign and cross-promotion across IDERA brands.
Repair, publish, convert, compound
First stop the bleeding from the relaunch, then build the content and conversion paths that grow sales.
Repair the relaunch
Technical and on-page SEO to fix what the new site broke and restore the visibility the old site had.
Publish every month
Four content pieces a month, written for the developers and security teams evaluating code scanning tools.
Fix the conversion paths
UI/UX analysis on quote requests, sales contact, forms, and the free code scan, so asking for a trial is the easy option.
Keep compounding
Monthly SEO audits, a backlinking campaign, and cross-promotion with sister IDERA brands. Nonbranded rankings up 28% by December.
Organic users more than doubled
Organic users were up 132% year over year by March 2024. By December, 62% more landing pages were contributing to organic conversions. That is what recovery looks like when content and UX move together.
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What this took, in plain terms
Why did they need help right after a new site launch?
Because the launch cost them their rankings.
The way it went live erased momentum the old site had built. They needed that visibility back, qualified leads, and a user experience that made quote requests, sales contact, and form submissions easy.
What did you actually do?
Repair first, then build:
- •Technical and on-page SEO fixes, checked by monthly audits
- •Four educational content pieces a month
- •UI/UX analysis, a rework of the free code scan offer, a backlinking campaign, and cross-promotion with IDERA sister brands
What were the results?
132% more organic users, year over year.
In March 2024, 50.8% of organic conversions were trial requests. By December 2024, nonbranded keyword rankings were up 28% and 62% more landing pages contributed to organic conversions. All organic, all measured in GA4.
Does this work for other software companies?
The approach does. The numbers vary.
Your market and starting point change the math. What transfers: fix the technical damage first, publish consistently for the people evaluating your product, and make the trial or quote request the easiest thing on the page.
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