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How Ignition Benefits grew organic inbound to 33% of its leads in six months
About Ignition Benefits
Challenge
Ignition wanted organic search to be part of its growth strategy from the beginning.
With a new website and domain launching alongside the brand, the team wanted to make sure the technical foundations were right for both Google and emerging AI search platforms.
AI visibility was a particular priority. Ignition wanted its website to be readable and understandable by platforms such as ChatGPT and Claude when potential customers searched for benefits brokers or information related to employee benefits.
At the same time, the team wanted a consistent inbound content programme and the authority needed to help that content compete.
Ben and the internal growth team were also working across partnerships, outbound, hiring and revenue, so they wanted Scalerrs to take ownership of the organic programme while working closely alongside them.
Strategy
We worked with Ignition across SEO, AEO, content, backlinks and Reddit.
Rather than approaching each area as a separate campaign, the programme brought them together around the same goal: helping Ignition build visibility as the new brand launched.
That included:
- Technical SEO and AEO
- Website optimisation for AI readability
- 8 to 12 blogs per month
- Backlinks to priority content
- Reddit marketing
- Ongoing measurement across SEO, AI visibility and inbound performance
Because the partnership began before Ignition officially launched, the technical and content work could start alongside the new website rather than being added later.
Building SEO and AEO Into the Launch
Technical SEO and AI readability were priorities early in the project.
Scalerrs worked alongside Ignition as the website was being prepared, helping with the technical SEO and AEO setup.
The aim was to make sure search engines could access and understand the website while also accounting for the way AI systems read and interpret web content.
Ben specifically highlighted elements such as robots.txt and the wider technical requirements involved in building an AI-readable website.
For his team, having that expertise available meant they didn't need to spend hours researching, testing and working through those technical questions internally.
“The technical expertise that Jules and the team brought was critical.”
Creating a Consistent Content Programme
Content became another core part of the programme.
Scalerrs produced around 8 to 12 blogs per month, tied to search terms and valuable topics identified together with the Ignition team.
For Ben, the consistency was an important part of the strategy.
Rather than publishing a few articles and stopping, the focus was on maintaining a steady rhythm of new content every week as the brand's inbound programme developed.
“You know the importance of not just kicking off your drumbeat, but keeping that consistent every single week.”
Here are a few of the articles we've worked on as part of Ignition's ongoing content programme:
Rippling Pricing in 2026: True Costs, Plans & Hidden Fees
Rippling vs TriNet: Which One Actually Fits Your Business?
Employee Benefits Strategy: How to Build One That Works
Building Authority Around Priority Content
With a new domain, backlinks were another important part of the work.
Scalerrs supported Ignition with link building, particularly around its priority blog posts.
That meant the content programme and authority-building work could run together, with priority pages receiving additional support as they were published.
Ben described this part of the work as effectively hands-free for the Ignition team, with Scalerrs managing the execution.
Expanding the Strategy to Reddit
Ignition also wanted to test how Reddit could contribute to the wider search programme.
Scalerrs helped build and manage r/IgnitionBenefits, creating content around questions people had about employee benefits programmes, health insurance and scaling their benefits.
The Reddit programme operated as its own part of the campaign, with Ignition regularly approving new content.
Ben noted that Reddit was already appearing around the #3 or #4 position for some key terms, giving the brand another way to show up during the research process.
Growing AI Search Visibility
AI visibility was one of the main areas Ignition wanted Scalerrs to support.
Around six months into the partnership, Ben reported an AI visibility score of approximately 25 to 30%.
Ignition was also appearing around the #2 or #3 positions for several priority AI prompts the team had identified.
Those included searches around the best benefits brokers in America and benefits brokers associated with factors such as visibility, control and transparency.
Ben said the results arrived faster than the team initially expected.
From Zero to 1,500 Monthly Non-Brand Clicks
Google search performance was growing at the same time.
After around six months, Ignition had grown from zero to approximately 1,500 monthly clicks across its priority non-brand keywords and topics.
That growth was particularly relevant because it wasn't dependent on people already searching for Ignition by name.
It was bringing the brand into searches around the category and the topics potential customers were researching.
Turning Organic Visibility Into Qualified Leads
The strongest result came further down the funnel.
Around six months into the programme, 33% of Ignition's leads were coming from its inbound programme.
Ben also reported at least one qualified meeting booked per day through the organic inbound channel.
He described these as high-intent leads searching for benefits brokers, finding Ignition and moving through to its booking page.
For Ignition, organic was no longer just contributing traffic and visibility. It had become a consistent source of qualified demand.
Collaborative Execution
The partnership was designed to work closely with Ignition's existing growth team.
Scalerrs worked inside the tools the team was already using, including Slack, Salesforce and Webflow.
Ben highlighted the responsiveness of the team, as well as the way different specialists could contribute across technical SEO, content and AI search.
Monthly calls weren't only used to report on completed work. Scalerrs reviewed the numbers alongside Ignition and brought new strategies to the team as the programme developed.
Ben described that proactive approach as one of the most valuable parts of the partnership:
“Each month in our monthly calls, you're owning the outcome alongside of us, which means you are watching these numbers as closely or even closer than I am, and bringing new strategies to us each month to help grow and get stronger.”
Results
After approximately six months:
- 33% of Ignition's leads were coming from inbound
- The organic channel was generating at least one qualified meeting per day
- Priority non-brand topics were generating around 1,500 clicks per month
- AI visibility had reached approximately 25–30%
- Ignition was appearing around #2–3 for several priority AI prompts
- Reddit was appearing around #3–4 for some key terms
- The content programme was producing 8–12 blogs per month
For Ben, the experience reinforced the importance of investing in organic early and giving the programme time to build.
As the work developed, SEO, AI search, content, backlinks and Reddit became part of the broader growth programme Ignition was already running across other channels.
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What our clients say about us
We can confidently say about 30% of our pipeline comes from SEO & AEO. We also got over 300K in pipeline from SEO for no additional work and it is compounding month over month.
"We can confidently say about 30% of our pipeline comes from SEO & AEO, which wasn't the fact at all. In the last month, we got over 300K in pipeline from SEO for no additional work, which is crazy. It is compounding month over month. And I'm sure it's going to grow even further."
"We're the highest-cited domain and often rank #1 for comparison queries. We also generated over 4,000 referral visits from AI search."
"We've had a significant increase in AI search traffic and we already knew this was converting well. When we run tests on specific LLMs, we see SEO articles and Reddit threads that you guys worked on being referenced and pulled up in the chat."
”Scalerrs were really early on LLM search, and that was one of the reasons we wanted to work with them. People self-attributing that they heard about us on ChatGPT, Perplexity, Claude has doubled since we brought them on.”
"Most SEO agencies aren't even thinking about changing for AI search. They're more scared of it. You guys have done a really good job not just doing the work so we come up in AI search engines, but also showing us why we should be doing the work."
"As we started engaging with Scalerrs, we really saw our inbound channel, both in the amount of visits and more importantly the amount of leads and the quality of those leads, go up."
"In the last 6 months, we’re seeing a lot of referrals coming from organic AI search. I think we forget sometimes that you are an agency because you feel very much a part and extension of our team."
“Keywords in position 1-3 have grown from ~100 to 600 in 18 months. We've seen significant traffic growth (3-5x) and more qualified leads from SEO than we were seeing previously. We're very pleased with these results... Scalerrs are also very revenue-oriented compared to other agencies I've come across.”
