Monthly leads
20
Form and quiz conversions across the site
Organic search matched paid ad traffic, and visitors stayed 47 seconds longer
Paws For Support was paying for ads on a three-page site with no tracking. In three months, AI-assisted content and fail-safe lead capture grew organic visits from 112 to 719 a month and monthly leads from 20 to 178.
Technical SEO
Therapy Dog Training
9×
Monthly leads, 20 → 178
17.4 → 9.1
Average search position
+47s
Engagement time, organic vs paid visitors
Summary
Paws For Support, a Melbourne therapy dog training organisation, grew organic visits from 112 to 719 a month and monthly leads from 20 to 178 between August and October 2025. Organic search matched paid ad traffic on volume, with visitors staying 47 seconds longer. Booking rates fell as one owner handled the lead volume manually.
01 · Where We Started
Initial State
Late August 2025
Average position
17.4
Mostly page two
Organic visits
112/month
Ads were doing the heavy lifting
Tracking
None
No way to measure ad ROI or lost leads
A credible website with nothing underneath it
Paws For Support had a clean three-page website and was running Facebook and Google ads. But by late August 2025, the gaps underneath were costing leads.
There was no analytics, so ad spend couldn’t be measured. Enquiry emails failed whenever the owner’s email subscription lapsed. Three service pages competed for the same searches, the offers weren’t clear, and there was no educational content to build trust before someone booked.
The bigger question was national demand. The owner was considering an online training platform, and needed to know if people across Australia were searching before committing budget to it. The budget was limited, and the owner had no time to write content.
02 · The Mission
Build the infrastructure first, then let content test the market
Instead of spending more on ads, the budget went into foundations that keep working: authority content written without the owner, lead capture that can’t silently fail, and a technical stack built for speed and stability.
The Main Service
Growth Partner
Getting some enquiries but not consistent ones? The Growth package builds the strategy, visibility, and conversion infrastructure your business needs — so leads stop being random.
How We Approached the mission
Content the owner didn't have to write
Using the ALTC framework and the owner's own emails, client stories and proof, I wrote 5 service and pathway pages and 9 articles in the Paws voice, including national-demand pieces like "How to get a service dog certified in Australia".
Service pages that stop competing
Separate pages for therapy dog teams, emotional support animals, service dog certification and schools, plus a pathways page that routes people to the right one.
Lead capture that can't silently fail
Authenticated email delivery, every lead logged to Google Sheets, and a Slack alert if email fails.
A quiz that qualifies
A therapy dog suitability quiz sends good fits to booking, routes others to a nurture sequence, and offers a checklist lead magnet into MailerLite.
Performance and security stack
LiteSpeed, Redis and CDN caching, a three-layer firewall, and automated backups with failure alerts. 100/100 Ahrefs site health.
Accessibility from the start
Therapy dogs work in schools and hospitals, so the site was built to the accessibility standards those audiences expect.
Value SNAPSHOT
Organic vs paid traffic quality, August–October 2025
Client Review
03· Results & Outcome
The visibility engine worked. The sales process couldn't keep up.
Between August and October 2025, organic visits grew from 112 to 719 a month, impressions from 18.5K to 47.3K, and average position from 17.4 to 9.1. Therapy and service dog searches drove around 1,800 clicks from 71,000 impressions, and the national “service dog” articles confirmed demand beyond Melbourne.
Organic search matched paid ads almost exactly on volume (719 vs 731 views), but organic visitors stayed 47 seconds longer, at 3m 17s compared with 2m 30s.
Monthly leads grew from 20 to 178 in October and 190 in November. When GA4 tracking broke in November, showing 35 views against 529 actual search clicks, the backup system still captured every lead.
Bookings didn’t scale the same way. Booking rate fell from 40% to 4% as one owner tried to follow up 190 enquiries a month by hand. That’s an operations bottleneck, not a search problem, and the recommendation was CRM automation and email sequences. The owner chose to stay local rather than build the national platform, leaving a 400+ person email list ready if that changes.
Paws For Support still relies on Brighter Websites for hosting, DNS, email and technical support.
04· More Results
More Results For Paws For Support
5 STAR GOOGLE RATING
BALLARAT BASED
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