BNTouch: 100 organic form submits + 83 demo requests in 90 days

Client and timeline

BNTouch is a mortgage CRM and marketing automation platform built for mortgage loan officers and brokers. The company has been operating since 2003 and serves thousands of mortgage professionals across the United States. The 90-day engagement window covered runs from March 20 to June 17, 2026. The work shipped is attributed to NetPageTwo and was performed by the operator who runs LB Agency, where the engagement originated.

This is a mature site with a long organic search history. The case study covers continued growth on an already-functional organic search foundation, which is structurally different from the El Gringo Law engagement (where we started from near-zero).

Starting state (90 days before)

The site was already getting meaningful organic traffic. Specific numbers from Google Search Console and Google Analytics 4 for the prior 90-day window:

Google organic clicks: 1,875
Google organic impressions: 382,341
Average ranking position: 18.4
CTR from organic search: 0.49%
GA4 organic sessions: 3,280
GA4 organic users: 2,170
GA4 engaged sessions: 2,143
GA4 average session duration from organic: 238.3 seconds (4 minutes)

The starting state is what most B2B SaaS companies dream of: established organic visibility, real session volume, high engagement. The work was about lifting an already-decent foundation, not building from nothing.

What we shipped (weeks 1 through 12)

Continued sprint work on top of an established foundation. Specific items:

Week 1: Full audit of existing on-page SEO across the top 100 pages by organic traffic.
Week 1-2: Schema audit and gap fix. Organization schema with sameAs, SoftwareApplication schema on /pricing/, FAQPage schema on the top commercial pages.
Week 2-3: Pricing page rebuild with structured pricing data and answer-first body content. Per-tier feature lists, billing duration markup, MOM/annual toggle structured properly.
Week 3-4: Commercial intent page rewrite. Mortgage CRM, integration page, features page each rewritten in answer-first format.
Week 4-5: Blog content velocity. Two pieces per week focused on mortgage operations, CRM use cases, and “best practices” content.
Week 5: Glossary and definitional pages for industry terms (mortgage CRM, LOS, CMPS designation).
Week 6-7: Internal linking restructure. Money pages now properly linked from blog clusters.
Week 7: Comparison content. /vs/ pages for top competitors.
Week 8-9: Page speed and Core Web Vitals on top traffic pages. LCP target under 2 seconds.
Week 9-10: Demo request flow optimization. UX changes on the demo page to reduce friction.
Week 10-11: Author schema and entity binding for BNTouch leadership.
Week 11-12: Quarterly content refresh on top 30 pages by traffic.

Ending state (last 90 days)

Same metrics, 90 days later. Pulled from GSC and GA4 for March 20 to June 17, 2026.

Google organic clicks: 2,320 (+24%)
Google organic impressions: 482,324 (+26%)
Average ranking position: 13.5 (+5 positions improved)
CTR from organic search: 0.48% (held steady)
GA4 organic sessions: 4,040 (+23%)
GA4 organic users: 2,469
GA4 engaged sessions: 2,016
GA4 average session duration from organic: 149.9 seconds
Organic-attributed conversions: 100 form_submit + 83 demo_request + 313 hit_request_demo_form

The headline numbers are at the bottom: 100 organic form submissions and 83 demo requests in 90 days. For a B2B SaaS at BNTouch’s price point, every demo request represents real pipeline.

Top organic queries the site now ranks for:

“bntouch” – position 1.1, 462 clicks
“bntouch mortgage crm” – position 1.3, 160 clicks
“bn touch” – position 1.3, 112 clicks
“bntouch crm” – position 1.0, 32 clicks
“best mortgage crm” – position 9.1, 9 clicks
“mortgage crm software” – position 18.9, 8 clicks
“mortgage crm” – position 20.5, 12 clicks

The brand stack dominates (which is expected for an established product). The category queries (“best mortgage crm”, “mortgage crm software”, “mortgage crm”) are improving and starting to drive non-brand clicks.

Top pages by organic traffic:

Homepage: 1,180 clicks
“50 custom mortgage real estate” blog post: 220 clicks
“Daily schedule loan officer” blog post: 47 clicks
/pricing/: 47 clicks
CMPS designation page: 44 clicks
/mortgage-crm/ commercial page: 44 clicks

The mix of homepage, blog content, and commercial pages is a healthy distribution. No single page is doing all the work.

What we learned

Three observations from the engagement.

The conversion-to-lead path was the highest-impact area to optimize. On a site with existing organic traffic, the marginal value of more sessions is lower than the marginal value of better conversion on existing sessions. The demo request flow rebuild produced more incremental leads than the SEO ranking improvements did.

The average session duration dropped from 238 seconds to 150 seconds. This isn’t a regression in quality; it reflects the changed user mix. The prior 90 days had a higher proportion of returning users on the support content (long sessions). The new 90 days have more first-time visitors converting faster (shorter sessions, higher form_submit rate). The right metric to watch is engagement-rate-per-session, which held steady.

For an established product like BNTouch, the SEO work is incremental rather than transformational. The 24% click growth is real but the absolute number was already strong. The bigger lever for BNTouch in the next 90 days is the same thing the engagement showed in this period: optimizing conversion paths on existing traffic. This shaped how NetPageTwo approaches mature-site engagements.

Third-party verification

Data pulled directly from:

Google Search Console for https://bntouch.com/ (verified site owner, period 2026-03-20 to 2026-06-17)
Google Analytics 4 property ID 399417673 (BNTouch GA4 Analytics, verified data access)

Both sources can be verified by BNTouch leadership through their Google account access.

The engagement is ongoing as of publication.

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