Case 03 · IT / MSP · Tampa, FL · 47-page authority site · 2025
A mid-market MSP outranked the incumbents in 90 days.
A 30-staff Tampa MSP serving mid-market B2B clients was the smallest player in a metro dominated by three regional incumbents. The incumbents had twelve-page sites with ten-year-old WordPress themes. We didn’t compete on design. We competed on topical depth — and won the search for “Tampa MSP” in three months.
Cypress MSP · Verified outcomes · 2025
Starting state
Smaller than the incumbents. And invisible to the buyers who’d actually prefer them.
A Tampa managed-services provider with 30 technical staff, a strong mid-market client roster, and a positioning advantage they couldn’t get anyone to see — they were small enough to give a senior engineer to every account and big enough to handle multi-site enterprise networks. The three regional incumbents above them in the search results were neither of those things. But they had been online longer, and the search results didn’t care about the org chart.
The new-business pipeline ran almost entirely on referrals and outbound. Inbound from search was effectively zero. The owner had read enough about SEO to know “you need more pages,” but the in-house web person — half-time, no SEO background — had only ever been asked to update the team-bios page.
The diagnosis: the incumbents had inertia, not depth.
A look at the three incumbents’ sites showed the same shape: 10–15 pages each, the standard “Services / Industries / About / Contact” template, and a homepage talking about cybersecurity in the abstract. None of them had a page for “Tampa MSP” specifically. None had pages broken out by the verticals they served. None had a real point of view on the things mid-market buyers actually decided on.
That meant the search was winnable — not on brand, but on substance. A 47-page cluster covering services × industries × buyer questions would beat three 12-page sites on every search a sophisticated mid-market buyer makes. We didn’t need to be better-known; we needed to be more useful per click.
What we shipped
47 pages of useful. None of “innovative cybersecurity solutions.”
Services × industries × buyer questions
Days 1–3- Mapped the actual MSP service catalog (managed IT, cybersecurity, cloud, compliance, helpdesk) against the verticals the client served (accounting firms, manufacturing, healthcare, professional services).
- Scored mid-market buyer questions — RMM-vs-self-managed, MSP-vs-MSSP, co-managed-vs-fully-outsourced — on real search demand. Picked the ~12 head terms, ~25 supporting, ~10 FAQ.
A site that looks like the engineers built it
Days 3–7- Custom theme: dense, technically literate, signal-over-noise. Monospaced numbers, real architecture diagrams, no stock-server-rack photography.
- Block patterns for service-detail, industry-vertical, compliance-framework, and case-study pages — so the client’s team could add new ones as the business grew.
Written for a CFO or COO making the call
Days 7–12- Pillar pages anchored on the specific trade-offs mid-market buyers actually weigh: SLAs, response-time math, where the senior engineers actually sit, what gets handed off and what stays in-house.
- Schema (Service, FAQPage, BreadcrumbList) on every page; internal links tying services to industries and back up to the head terms.
Replace, redirect, watch the logs
Days 12–14- The old 8-page site retired with full 301s preserving the small amount of equity it had on the brand term.
- Sitemap submitted; first 60 days monitored daily. By day 90 the head term (“Tampa MSP”) was at position 1.
What the CEO said
“We’re #1 for ‘Tampa MSP’ three months in. Our biggest competitor still has the slider hero from 2017.“
The 22-inbound-demos-per-month figure is what the client reported four months after launch. That’s what walked through the door from organic search — not paid, not outbound. For a 30-staff MSP whose previous inbound number was effectively zero, it meant a sales engineer had to be carved out of operations to handle the demo load. It also meant the win-rate conversation finally happened on terms the MSP set, not terms the incumbents’ brand recognition set.
The cluster also re-shaped how outbound landed: prospects who got a cold email now did the second thing — look at the website — and found 47 pages of substance instead of one. Outbound reply rates went up; we didn’t change a word of the outbound itself.
A build like this is right for you if…
The fit in four lines.
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01
You’re a B2B service business (MSP, IT consultancy, accounting firm, marketing agency, recruiting firm) competing against larger incumbents who out-rank you mostly on inertia.
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02
Your buyers do real research before they call you — and they make decisions on technical substance, not on logo or brand recognition.
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03
You serve several distinct verticals or use cases, and you can describe the trade-offs in each. That’s the material the cluster is built from.
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04
You can handle a meaningful increase in inbound demo requests within 90 days. (Most B2B owners think this is a “good problem” — until the day it arrives.)
If two of those land, the playbook applies. Send us your URL and we’ll send back a free 5-minute Loom on what we’d ship.
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Related receipts & services.
Q2 capacity · 4 builds · 2 slots remaining
Outrank the incumbents.
Send us your URL, your verticals, and the competitors you’d like to be above. We’ll send back a free 5-minute Loom on the cluster shape we’d build and the realistic ranking window.