From Zero to Top 3 on Google
SEO & Website Rebrand
Rebuilt Fieldshare's website, repositioned from 6 industries to 1 primary focus, and ranked #1 on Google for 20+ keywords in 6 months. The new site closed a client on its own.
Key Metrics
- #1 Google ranking for 7+ keywords
- 20+ Top 3 keyword rankings
- 6 months Start to results
- 1 Client closed from website alone
TL;DR
Fieldshare was a SaaS company trying to sell to 6 industries at once with a generic Webflow template. We rebuilt their website on WordPress, repositioned them around oil and gas, wrote SEO content targeting specific industry keywords, and got them ranking #1 for 20+ terms in 6 months. The redesigned site even closed a new client on its own.
The Problem
Fieldshare had a capable product but an invisible website. The generic Webflow template tried to sell to six industries at once, which meant it didn't speak specifically to any of them. Google couldn't figure out what to rank them for. Buyers couldn't tell Fieldshare apart from any other SaaS company. The website wasn't generating leads, and it certainly wasn't closing deals.
The Solution
We started with positioning. Fieldshare's strongest fit was oil and gas, so we made that the primary focus and pushed the other three industries to secondary pages. We rebuilt the site from scratch on WordPress with Elementor, rewrote all copy with industry-specific language (ARO, BCER, wellsite compliance), and built an SEO strategy around the exact keywords oil and gas operators search for. Six months of on-page optimization, content publishing, and technical SEO.
The Results
In 6 months, Fieldshare went from invisible to ranking #1 on Google for keywords like "ARO management oil and gas," "environmental data management system," and "field data capture oil and gas." They're in the top 3 for 20+ keywords. The redesigned website closed a mid to high-profile client on its own, and existing clients have praised the rebrand as a much better match for Fieldshare's brand and persona.
The situation
Fieldshare is an all-in-one field management platform for oil and gas operators, based in Vancouver, British Columbia. They help companies track asset retirement obligations, automate regulatory reporting, centralize wellsite data, and coordinate field crews. Serious software for a serious industry.
But you wouldn't have known that from their website.
When Chris Kam, Fieldshare's founder, came to us, the site was a generic Webflow SaaS template. It looked like every other software company on the internet. Worse, they were trying to sell to six different industries at once: oil and gas, environmental services, property management, municipal, construction, and utilities. The messaging was diluted. The positioning was scattered. And Google had no idea what to rank them for.
The result? Low visibility, no organic traffic to speak of, and a website that didn't convert because it didn't speak to anyone specifically.
What we did
Repositioned the entire brand
The first thing we did was kill the "we serve everyone" approach. Fieldshare's strongest product-market fit was in oil and gas. That's where their features (ARO management, AER and BCER reporting, wellsite data, pipeline compliance) actually matched real buyer pain points.
We restructured the positioning:
- Primary: Oil and Gas (the homepage, the hero, the main CTA)
- Secondary: Environmental Field Services, Property Management, Municipal
Each secondary industry still has a dedicated page, but oil and gas leads the brand. Every visitor knows within 3 seconds what Fieldshare does and who it's for.
Rebuilt the website from scratch
We moved off the generic Webflow template and rebuilt the entire site on WordPress with Elementor. The old design looked like it could belong to any software company. The new one looks like it belongs to an oil and gas technology company.
The redesign wasn't just visual. We rewrote every page with industry-specific language that matches how oil and gas operators actually talk and search. ARO management. Wellsite compliance. Pipeline data. BCER reporting. Real terms that real buyers use.
Chris's existing clients noticed immediately. Multiple clients told him the new site matched Fieldshare's brand and persona much better than the old one.
"We closed a new client last month. A mid to high-profile operator. They told us our website was impressive and that it was a big factor in choosing us over the competition." — Chris Kam, Founder, Fieldshare.io
Built an SEO engine around industry keywords
With the positioning clear, we went after the keywords that oil and gas buyers actually search for. Not broad SaaS terms. Industry-specific queries that signal real intent.
Within 6 months, Fieldshare was ranking #1 on Google for:
- ARO management oil and gas
- Asset management software for municipalities
- Environmental data management system
- ARO management
- Environmental data systems
- Field data capture (oil and gas)
- Municipal management system
And ranking in the top 3 for 20+ additional keywords, including "oil and gas industries in Vancouver."
This wasn't paid traffic. This was organic. Every one of these rankings was earned through on-page SEO, content strategy, and technical cleanup.
TIP: Why niche beats broad for SaaS SEO When you try to rank for 6 industries, you rank for none. Google rewards specificity. A page about "ARO management for oil and gas" with industry language, real use cases, and technical depth will always outrank a generic "asset management software" page that tries to speak to everyone.
How we did it
Month 1 to 2: Strategy and rebuild
Audited the existing site and competitive landscape. Defined the positioning hierarchy (1 primary, 3 secondary industries). Rebuilt the entire site on WordPress with Elementor. Rewrote all copy with industry-specific language and search intent in mind.
Month 3 to 4: SEO foundation
On-page optimization across every page. Technical SEO cleanup (site speed, meta tags, schema markup, internal linking). Started publishing targeted blog content around high-intent oil and gas keywords. Set up Google Business Profile optimization.
Month 5 to 6: Rankings and results
Continued content publishing. Monitored keyword movement and adjusted strategy. Fieldshare started appearing on page 1 for target keywords. First inbound lead attributed to organic search. The client close from the website happened during this phase.
- WordPress: CMS and site foundation
- Elementor: Page builder and design system
- Google Search Console: Keyword tracking and indexing
- Google Business Profile: Local SEO and visibility
The bottom line
Fieldshare went from a generic Webflow template selling to 6 industries to a focused, industry-specific website ranking #1 for 20+ keywords on Google. In 6 months.
The site isn't just ranking. It's converting. Existing clients are complimenting the rebrand. New clients are signing because the website impressed them before the sales call even happened.
That's what happens when your website actually says what you do, for who, and why it matters. No fluff. No "we serve everyone." Just clarity, and Google rewards clarity.
Key Takeaways
- Pick one industry and lead with it. Fieldshare's product serves multiple verticals, but ranking for "ARO management oil and gas" beats ranking for nothing because you're targeting six industries at once.
- Rewrite copy in your buyer's language. Oil and gas operators don't search for "asset management software." They search for "ARO management" and "BCER reporting." Use their words.
- A great website closes deals before the sales call. Fieldshare's redesign directly led to a new client signing because the site impressed them.
- WordPress and Elementor are still excellent for SaaS marketing sites. Fast to build, easy for the client to maintain, and great for SEO.
- SEO is a 6-month game, not a 6-week one. Rankings build over time. The strategy was set in month 1, but page 1 results came in month 5.