CASE STUDIES / CLICKUP
Publishing less, ranking more
CLIENT: CLICKUP · PRODUCTIVITY PLATFORM · ENGAGEMENT: TWO QUARTERS
−40%
PUBLISHING VOLUME, ON PURPOSE
24
PILLAR PAGES REBUILT FROM THE STUDS
+26%
ORGANIC TRAFFIC TO THE REFRESHED SET
The setup
ClickUp’s content machine was famous for volume. Volume built the audience, and then volume started eating it. Hundreds of adjacent posts competed with each other, refreshes lagged, and the pieces that earned the brand its reputation were buried under the ones filling a quota.
Nobody needed convincing that quality mattered. They needed someone from outside the machine to decide what dies, what merges, and what gets rebuilt, and to write the rebuilds well enough to justify the funeral.
What we did
Audited the library by buyer job instead of keyword. Posts serving the same decision got merged. Posts serving no decision got retired, redirects and all.
Rebuilt 24 pillar pages around real workspace setups. Each one walks a specific team through a working configuration, screenshots from a live workspace, so the page demos the product while it ranks.
Wrote a maintenance rhythm the internal team owns. A page earns a refresh when its data ages or its feature ships, never because a calendar says so.
“They talked us out of half our roadmap and traffic went up. That’s the whole review.”