Growing Organic Visibility for a B2B Process Automation Leader

Documation helps businesses streamline and automate their document-heavy processes — from invoice handling and purchase orders to compliance workflows and digital mailrooms. Operating in a competitive B2B technology space, they needed a digital partner who could match their ambition.

Atelier won a competitive tender to deliver Documation’s new website, handling the full design and development project. Once the site launched, the relationship expanded into an ongoing SEO partnership with clear objectives: grow organic traffic, increase organic enquiries, and expand organic reach across the process automation category.

The challenge was that Documation’s market is inherently niche. Search volumes for process automation terms are modest compared to consumer sectors, which meant every ranking position and every piece of content had to work harder. Broad-stroke SEO wouldn’t cut it — the strategy needed to be precise, technically sound, and tightly aligned with how buyers in this space actually research and evaluate solutions.

Documation’s internal marketing team were knowledgeable and engaged, but needed a specialist SEO partner to turn their domain expertise into sustainable organic visibility.

Content Creation

Content was the centrepiece of the strategy. We developed a programme of long-form thought leadership articles — typically 2,000 to 3,000 words — targeting the commercial and educational search terms that decision-makers use when researching process automation solutions.

Each piece was built to E-E-A-T standards, drawing on Documation’s genuine expertise and project experience to create content that search engines and buyers alike would trust. Keyword research and content frameworks guided every article, ensuring each one targeted a defined cluster of search terms with clear intent.

Backlink opportunities were pre-arranged as part of the content plan, giving each piece the best possible chance of building authority from the moment it was published. Supporting visuals were created to improve engagement and shareability, and every article was actively promoted to maximise reach beyond organic search alone.

SEO Optimisation

Alongside the content programme, we carried out ongoing technical and onsite SEO work across the site. This included optimising meta information, testing and refining page titles, and making speed improvements to meet Core Web Vitals thresholds.

These technical foundations ensured that the authority being built through content wasn’t undermined by poor site performance or missed on-page signals.

Engagement & Tracking

A key part of the strategy was implementing advanced tracking to measure what actually mattered — not just traffic, but behaviour. We set up tracking for enquiry form submissions, phone calls, element interactions and scroll depth, giving both teams a clear picture of how organic visitors were engaging with the site.

The results validated the approach: the content pieces became some of the most popular pages on the site, and engagement metrics across the board — pages per session, sessions per user, time on site and bounce rate — all pointed to visitors finding genuinely useful, relevant content.

The combined strategy delivered sustained, measurable growth across Documation’s organic performance:

• Organic page views increased by 73%, reflecting significantly greater visibility and content reach
• Organic traffic grew by 37%, driven by new content rankings and improved technical foundations
• Thought leadership content became the site’s most visited pages, proving that long-form, expert-led articles resonate with B2B process automation buyers
• Strong engagement metrics achieved — pages per session, sessions per user and time on site all improved, with low bounce rates confirming content relevance
• Advanced tracking implemented across enquiry forms, phone calls, element interactions and scroll depth, giving clear commercial attribution to organic activity
• Organic enquiry pipeline established, moving Documation from reliance on outbound activity toward a sustainable inbound channel