Create Use Case Landing Pages to Target High Buyer Intent B2B Traffic
Deploy a product-focused content strategy to address top use cases for our main SME funding product.
Client brief
A Cape Town-based provider of business funding and loans, Lula originally hired Mint Position to build their blog in late 2023. However, by the summer of 2024, the strategy had developed to also focus on product-related keywords that would be most valuable to their target market at the bottom of the funnel.
Strategy
We established a list of “Gold-tier keywords”, mostly including specific use cases of Lula’s business funding product and platform.
This list helped our team focus on priority keywords that were so valuable for Lula that we had to rank for them.
We determined that since many of the keywords anticipated high buyer-intent search at the bottom of the funnel that we would be best served by creating a series of use case-focused landing pages (built with application forms at the top of the page), specifically written and designed to speak to an audience researching a use case related to Lula’s business funding. Below is an example of one of those pages.
As is the case with this niche, many of these keywords had low organic traffic. However, we all agreed that this strategy was not about generating large volumes of top-of-funnel traffic. All our targets were considered to be crucial topics to connect new customers to how they could benefit from Lula’s funding platform and product.
Results
Within six months, Lula’s organic visibility exploded, leading them to be ranked #1 for almost all of the Gold-tier keywords we originally listed, as shown below.
As of May 2025, Lula ranked #1 for 25 use case pages (and a few blog posts) targeting our Gold-tier keywords list, including #1 rankings for valuable ideas such as ‘credit facility‘ and ‘bridging finance south africa.’
While at first glance, keywords like ‘what is a credit facility’ may appear top-of-the-funnel — but with research, we determined that this topic was something at a lot of Lula’s buyers needed to clarify. This made this topic a key discussion point at the end of the Lula sales journey.
In total, Lula ranked for 34 Gold and Silver-tier keywords in the Top 3 positions of Google in their target market.
Many of these #1 rankings were through Google’s AI overview, a snippet that can cannibalize traffic via zero-click results if the searcher can solve the issue by only reading that AI-generated info.
However, because we picked topics that require customers to conduct more research-heavy reviews and studies of the products on the market, we started to see a spike in organic traffic growth in April — all despite the AI Overviews.
This provides a good example of how important it is to choose topics that require customers to click beyond the AI snippet.
The final results — Lula’s B2B organic leads jumped to almost 1,000 per month by August 2025, with an additional 460 leads coming from referral traffic, including LLM search.
This was up from 700+ B2B organic leads and 220 referral leads in May 2025.
May growth was almost double the amount of organic leads measured in the same period the previous month. (We measured leads by GA4 conversion events, collecting data for ‘lead form submission.’)
This series of pages was built to highlight the use of alternative business funding options for many industries, and in the process, showcase Lula’s offer transparently.
The structure of the pages, the transparent and clear explanations of the product, and the depth of research (with expert quotes) has also helped us greatly boost AI visibility for Lula.
As of the end of 2026, Lula’s domain was the most cited on ChatGPT for their industry, and their brand has the highest visibility for their funding-related prompts — even outshining major legacy banks in the country.
At the time of writing, this campaign continues to build momentum for Lula. We plan to update this case study as we record more data.
