+67% Inbound Leads: How QX Scaled Pipeline Across Two Regions at Once

The challenge

QX operates in two markets with two very different buyers. A US accounting firm shopping for outsourced bookkeeping and a UK firm looking for audit or payroll support are not searching the same terms, not comparing the same competitors, and not converting on the same messaging.

Most SEO programmes pick one market and treat the other as an afterthought. QX needed both to grow, at the same time, without one cannibalising the focus the other needed.

The goal was straightforward to state and hard to execute: more qualified leads and more MQLs, in the US and the UK, in parallel.

Our approach

We ran QX as two coordinated programmes under one strategy, each tuned to its region, sharing the same operating rhythm.

Pillar 1: Region-specific content engines

One content calendar can’t serve two markets. We built two.

• Separate US and UK content calendars, each mapped to local buyer intent and search behaviour
• US focus on accounting and bookkeeping queries, UK focus on audit and payroll, the categories each market actually buys
• Roughly 100 blogs planned per region, with end-to-end optimisation rather than publish-and-forget
• Continuous existing-blog optimisation at around 30 pages a month to keep the back catalogue earning

Pillar 2: Programmatic SEO for scale

Two-region coverage at depth needs more than hand-written blogs. We used programmatic pages to capture intent at scale.

• Built state and country-level PSEO pages to capture geo-specific search demand
• Created hiring-focused pages (hire accountants, hire CAs) targeting a distinct, high-intent buyer
• Developed regional finance calculator pages as lead magnets that earn links and capture demand
• Built tools and lead magnets per region to convert traffic into pipeline, not just sessions

Pillar 3: Conversion and authority

Traffic only matters if it turns into MQLs. We built toward the bottom of the funnel deliberately.

• Reworked the blog layout for CRO, so high-traffic pages actually converted
• Ran a paid backlink programme at around 20 links a month, split across both regions, to build the authority the rankings needed
• Added lead magnets and clearer CTAs on the pages closest to a buying decision
• Tracked MQLs by region so budget and effort followed what was actually producing pipeline

The results

Both regions grew, and the combined numbers beat not just the prior period but the same period a year earlier.

Inbound leads grew 67% and total MQLs grew 46% over the six-month window. The US programme drove a 51% MQL lift and the UK 38%, so neither region was carried by the other. Both pulled their weight.

The cleaner read is the year-over-year comparison. Measured against the same six-month period a year earlier, the rebuilt programme grew both leads and MQLs, so this wasn’t seasonal lift or a soft prior baseline. It was real, compounding growth in both markets at once.

Why it worked

Three things drove the outcome:

1. Two markets, two playbooks. We didn’t stretch one strategy across the US and UK. Separate calendars, keyword maps, and category focus per region is what let both grow in parallel instead of one starving the other.
2. Programmatic SEO did the scaling. State and country pages, hiring pages, and calculator lead magnets captured intent at a volume hand-written blogs alone never could, across two full markets.
3. We built toward MQLs, not traffic. CRO on the blog, lead magnets on high-intent pages, and region-level MQL tracking meant the growth showed up where QX measures it, in qualified pipeline, not just in a sessions chart.