lowercase helped TestGorilla +146% traffic and +56% conversions with new and optimized content
over 2.5 years, we helped TestGorilla build and improve a goldmine of authoritative content while freeing their team to tackle high-stakes projects.
what we delivered
📊 542 total pieces across
🔎 218 SEO articles
🤔 97 thought leadership pieces
📈 227 content optimization pieces, including 54 product test pages
client input
✅ quarterly meetings for strategy and project management
(+ a dedicated slack channel)
✅ 1 round of approval each month to confirm topics
✅ TestGorilla team handled content publishing
how it helped
new posts
☝️ 27% of new articles rank on page 1
☝️ 9% of new posts rank in the top 3
☝️ Over 60% engagement rate
content optimizations
⬆️ 58% of optimized posts on page 1 → up 106%
⬆️ + 56% avg. conversion rate on optimized test pages
⬆️ + 146% traffic to optimized blogs
how we got started
TestGorilla is a talent discovery platform revolutionizing how businesses approach hiring. it helps companies ditch the traditional screening process and focus on objective skills instead of bias-prone resumes.
starting in 2022, we partnered with TestGorilla’s team to help them publish quality content, establish authority in the HR space, and convince recruiting managers that skills tests are the future of hiring.
for us, this wasn’t just another project. over a two-and-a-half-year partnership, working with TestGorilla showed us how much we can achieve when we combine strategy and scale to build content pipelines for ambitious saas brands.
in search of a reliable partner to scale content production and establish authority
when we first met with TestGorilla, the company was in rapid growth mode. its content was scattered across multiple teams and freelancers, with no centralized system in place to maintain consistency and quality across high volumes of content.
“We were so inconsistent, you could draw a graph of production and it would be so up and down, so inconsistent, and Google rewards consistency.”
– Lucy Dewhurst, TestGorilla’s content lead.
TestGorilla was looking for a partner to support its content engine, contribute strategic direction, and provide high-quality deliverables with minimal oversight.
that’s where we came in.
creating a flexible and reliable content pipeline for TestGorilla’s evolving needs
our partnership with TestGorilla took a phased approach.
we began by delivering 20-30 fresh articles a month targeting high-value keyword opportunities, securing SERP positions and keeping TestGorilla’s content engine running without weighing down the internal team.
as TestGorilla’s overarching content strategy matured, we moved to a series-based content approach, working closely with Lucy to identify audience-relevant topic clusters with strong search potential.
“the value is in the collaboration. i never have to come to meetings with all the ideas. the ideas come from your side, which is a huge help because there’s a ton of things requiring our attention and it’s nice not to have to think about every single blog.”
– Lucy Dewhurst, TestGorilla’s content lead.
switching focus to improve experience and influence conversions
as TestGorilla’s library of published content expanded, we began to notice topic overlap and cannibalization across existing articles, owing to the company’s previously distributed and decentralized content engine.
we shifted our approach to consolidating, restructuring, and optimizing existing pieces, focusing on creating a more coherent user experience and boosting conversions from bottom-of-funnel content pieces.
in collaboration with Lucy, we prioritized topics to optimize, reworking each piece to incorporate new insights, combining similar topics, and giving the content the right structure and strategic push to boost rankings and drive more conversions.
the results from 500+ pages published and optimized
freeing up space for strategic initiatives
across our two-and-a-half-year partnership, we produced and optimized over 500 new blogs, articles, and test pages, driving organic traffic for high-value keywords and helping Lucy build a smooth ContentOps system that was free of the typical bottlenecks.
with us handling content creation and optimization, TestGorilla’s internal team could properly focus their energies on high-impact research projects, like the annual state of skills-based hiring report.
“having a trusted network of partners who can make space for me and the team to do things like the [State of Skills-Based Hiring] report is invaluable. we wish we had even more time, but [now], we’re not thinking about everyday deadlines, images, briefs.”
– Lucy Dewhurst, TestGorilla’s content lead.
let’s build your long-term content strategy, together
after spending 2.5 years managing and scaling TestGorilla’s content engine, we know what drives real, long-lasting results. and we want to do the same for you.
if you need a team that’s fully committed to your long-term growth, we’d love to chat. but we’ll only jump in if we’re confident we can truly make a difference for you.
