Overview
An eight-store eBike and bicycle retailer—generating $5–10 million annually—saw stable foot traffic but flat online leads. Despite high-intent pages for product reviews and “test-ride request” forms, conversions stalled. After a quick 60-second URL Ledger™ Audit, the team pinpointed two decaying clusters—Accessory Guides and eBike Comparison Posts—and recovered over $95 K in lost pipeline within six weeks.
Problems
- Stagnant Lead Forms – “Request a Test Ride” pages plateaued at 3% CVR despite sustained traffic.
- Accessory Content Decay – “Best eBike Locks” and “Helmet Reviews” guides slipped from page 1 to page 3, draining referral leads.
- Fragmented Authority – Four overlapping “City eBike Routes” articles competed for the same local keywords, diluting visibility and click-throughs.
Solution
Instead of churning out new blog posts, the retailer focused on strategic consolidation and refresh: merging competing route guides into a single flagship “Top 10 eBike Routes” page; re-optimizing helmet and lock reviews with fresh specs, local video testimonials, and schema markup; and streamlining the test-ride funnel with clearer CTAs and urgency messaging.
URL Ledger™ Approach
Cluster Consolidation: Combined 4 “City eBike Routes” posts into one dynamic guide; implemented 301s to preserve link equity.
Capital-Recovery Playbooks: Updated top-decay assets with new product data, embedded user-generated videos, and sharpened on-page CTAs.
Content P&L Mapping: Forecasted revenue recovery per cluster—enabling the marketing team to track an estimated $25 K uplift in the first sprint.
Within six weeks, “Top 10 eBike Routes” surged back to page 1, helmet and lock guides reclaimed their featured-snippet spots, and test-ride requests jumped by 38%, translating into an additional $95 K in marketing-attributable pipeline.