We partnered with Camargo Pharma to execute a brand‑aligned website redesign, integrate a modern blog, and align CRM for end‑to‑end attribution. Following launch, website leads rose 152% and organic traffic grew 29%.
Pharma Website Redesign, Content & CRM Alignment Case Study
We can’t recommend Linchpin SEO highly enough. Following our redesign, website leads rose 152% and organic traffic grew 29%.
Bill quickly mastered our technical vocabulary and produced precise, persuasive web content. From site architecture and blog integration to brand refresh and CRM alignment, every requirement was met or exceeded.
Marketing Director
Camargo Pharmaceuticals (now Premier Research)
Client Snapshot
Camargo Pharma operates in a regulated, science‑driven category with multi‑stakeholder buying committees. The team needed a low‑drama redesign that preserved equity, a content engine that spoke fluently to technical audiences, and CRM alignment that tied web engagement to pipeline. Our remit was to deliver measurable demand capture while improving operational clarity.
| Attribute | Details |
|---|---|
| Organization | Camargo Pharma |
| Category | Pharma services with complex technical vocabulary and compliance needs |
| Operating Model | Central marketing with SME inputs and brand/compliance oversight |
| Primary Channels | Organic search, product/service pages, thought‑leadership blog, CRM‑driven outreach |
| Starting Point | Legacy IA, uneven content depth, limited blog integration, incomplete attribution |
| Key Constraints | Regulatory review, brand governance, tight delivery timeline |
| Data Stack | GA4, Google Search Console, CRM with lead‑status and campaign attribution |
| Engagement Goal | Redesign + brand refresh, content precision, and closed‑loop measurement |
Business Objectives & KPIs
We anchored success to revenue‑adjacent outcomes and operational simplicity. Measurement rolled up cleanly from page‑level performance to executive reporting so impact was visible at a glance.
- Objective 1: Execute a risk‑managed redesign with a brand refresh and integrated blog.
- Objective 2: Increase qualified website leads via clearer IA, persuasive copy, and CRO guardrails.
- Objective 3: Grow non‑brand organic traffic by publishing high‑fidelity, technically accurate content.
- Objective 4: Align CRM for attribution, lead scoring, and SLA‑driven handoffs.
Approach: Redesign, Content & CRM Alignment Growth Plan
We combined technical rigor with message clarity and operational enablement. The roadmap prioritized high‑leverage moves first, then scaled repeatable patterns across templates and journeys.
- Audit & Risk Map: Crawl diagnostics, equity mapping, redirect registry, and compliance/brand review gates.
- Brand Refresh & Messaging: Terminology alignment, tone guardrails, and value‑prop frameworks for technical audiences.
- Information Architecture: Role‑ and intent‑based navigation; clear pathways from research content to services and contact.
- Blog Integration: Seamless blog‑to‑service linking, category taxonomy, and author/SME frameworks.
- Conversion Architecture: Persuasive copy, trust modules, simplified forms, and high‑visibility CTAs.
- Technical SEO: Canonical/parameter hygiene, structured data, robots/sitemap governance, and CWV hardening.
- CRM Alignment: UTM standards, lead‑source mapping, scoring definitions, and SLA‑based notifications.
- Governance & QA: Pre‑flight checklists, go/no‑go gates, accessibility checks, and post‑launch regression monitoring.
Program Components Strategies
- Technical SEO & Performance: Stable crawl/indexation, schema (Organization, Service, Article, FAQ, Breadcrumb), and page‑speed wins.
- Content & Copy: Precise, plain‑English explanations of complex concepts; SME interview workflows; citation hygiene.
- UX & CRO: Friction‑free inquiry flows, proof density near decision points, and scannable layouts.
- Internal Linking: Pillar → service → contact pathways to pass equity and guide evaluation.
- Analytics & Attribution: Event taxonomy, campaign tracking, and CRM dashboards aligned to pipeline stages.
- Change Management: Roles, SLAs, and documentation so improvements persist beyond launch.
Outcomes & Proof
The redesign launched cleanly and produced measurable gains. Results below reflect the client’s reported lifts and our instrumentation.
| Metric | Change |
|---|---|
| Website Leads | +152% |
| Organic Traffic | +29% |
- Evidence: GA4 and Search Console confirm traffic lift; CRM reporting validates lead growth and source fidelity.
- Sustainability: Templates, taxonomy, and governance keep improvements compounding with each release.
Inside the Playbook (How We Operationalized It)
We ran tight sprints with clear ownership and quality gates. Enablement ensured teams could maintain speed without sacrificing accuracy.
- Audit & Setup: Finalize IA, build redirect and schema libraries, align terminology, and configure tracking.
- Build & QA: Implement templates, author frameworks, and blog taxonomy; run pre‑launch test suites.
- Launch & Stabilize: Execute redirects, monitor logs and rankings, triage anomalies, and validate CRM capture.
- Optimize & Scale: Expand internal linking, enrich posts and service pages, and iterate forms based on signal.
- Core Artifacts: IA blueprint, messaging guide, redirect map, schema checklist, and CRM attribution playbook.
- Cadence: Weekly stand‑ups, monthly KPI reviews, and quarterly roadmap resets.
- Quality Gates: Brand/compliance review, accessibility checks, and automated audits for indexation and CWV drift.
Why This Worked
- Technical Fluency: Rapid mastery of domain vocabulary produced precise, credible content that converts.
- Intent‑Aligned IA: Navigation and content mirrored how buyers research and evaluate, raising discovery and lead propensity.
- Conversion Clarity: Persuasive copy and streamlined forms reduced friction at high‑intent moments.
- Closed‑Loop Measurement: CRM alignment tied marketing activity to pipeline outcomes, not vanity metrics.
- Operational Discipline: Governance and documentation made the new system easy to run at speed.
Bottom line: a brand‑aligned redesign that delivered fast, defensible gains—more qualified leads, stronger organic visibility, and a measurement framework the team can trust.