More than 1,200 sign-ups and 105% growth in organic traffic
The platform was created as a new channel to recruit freelance carpenters and installers interested in working on projects across Spain.
The project started practically from scratch. Over the following two years we worked on SEO, content creation, new recruitment channels and results tracking.
The goal was for the platform to gain visibility and, above all, to generate new sign-ups from professionals interested in working with the company.
Building a new channel from scratch to recruit carpenters and installers
The company is a group specialising in wood carpentry and furniture, with more than twenty years of experience.
A dedicated platform was created on a subdomain of its website to recruit freelance carpenters and installers interested in working on projects in different parts of Spain.
The project had one important particularity: we were not starting from a website that already had traffic and needed improving.
Practically everything had to be built from the ground up.
The platform started with only 34 sessions in its first month and 7 forms submitted.
On top of that, we had to find a way to reach a very specific professional profile and help the platform gain visibility step by step.
- Brand-new website: the subdomain had hardly any visibility on Google yet.
- No content: there was no blog to target searches related to carpentry, installation work or jobs for freelance professionals.
- Few visits: only 34 sessions were recorded in the first month.
- First 7 sign-ups: the platform still needed to develop a steady recruitment system.
- No proper tracking: the forms and analytics tools had to be set up properly to know how visits evolved and how many ended up as sign-ups.
The work began by developing the website itself and its presence on Google.
As the project progressed, we also added other channels that could help us reach carpenters and installers directly.
This way, the strategy grew step by step, combining different ways of bringing professionals to the platform.
Improve the platform's visibility on Google
First we worked on the website's main pages so that Google could better understand what the platform offered.
We focused especially on the sections about available projects, professional sign-up and recruitment for new projects.
We also set up Search Console and reviewed several technical aspects so that the important pages could appear correctly on Google.
Create content about carpenters' work
The blog became another important part of the project.
We started publishing content about the questions and searches that carpenters and other professionals in the sector may have.
For example:
- How much a freelance carpenter charges.
- How to put together a carpentry quote.
- How to find carpentry work.
- Kitchen installation.
- Carpentry work for different types of projects.
We also covered more general topics about wood, varnishes, flooring and other aspects of the trade.
This allowed us to gradually increase the number of searches for which the website appeared.
Add new recruitment channels
Once work on the website was under way, we saw that we could complement organic growth with other channels to reach carpenters and installers directly.
One of them was Milanuncios, a popular Spanish classifieds website.
We started posting ads for specific projects in different provinces, sending interested professionals to the platform to read the details and sign up.
As we posted new ads, we also tested different titles and descriptions to see which approaches got the best response.
This way, Milanuncios became an additional recruitment channel within the strategy.
Measure sign-ups, not just visits
From the start we wanted to know something more important than how many people visited the website: how many ended up signing up.
That is why we set up form tracking and started reviewing the results every month.
This made it possible to compare months, spot changes and see how professional recruitment was really evolving.
Two years of SEO, content and recruitment
The project has been running continuously since September 2024.
Each month we combined different actions depending on the platform's needs and the results we were getting.
From 34 sessions in the first month to 783 in the best month
The evolution shows how the platform gained traffic step by step.
In September 2024, the first month analysed, there were only 34 sessions.
In July 2026 the platform reached 783 sessions, the project's highest monthly figure up to that point.
Growth has not been completely linear.
Some months show significant drops, especially August and December, so it is best to analyse the evolution over long periods rather than comparing isolated months.
*September 2026 data runs up to the 22nd.
More than 1,200 total sign-ups
The project's main metric was not just increasing visits.
What mattered was getting interested carpenters and installers to fill in the form so they could work on new projects.
This shows that once a professional decides to sign up, the vast majority complete the process.
The growth in forms also shows how recruitment evolved.
In September 2024 the platform received 7 forms.
Over the following months the figure kept rising until it reached 154 sign-ups in July 2025, the highest monthly figure in the period analysed.
Traffic from Google doubled
SEO also gained weight step by step.
Over the last 12 months there were 1,680 sessions from organic search, compared with 819 in the previous period.
That is growth of 105%.
Total traffic also rose from 4,160 to 6,410 sessions, a 54% increase.
SEO went from around 20% of traffic to about 26%.
Google gradually became another steady way into the platform.
Content that ranked
The blog started to generate traffic for searches about carpenters' work as well as common questions about the trade.
Among the pages with the most clicks over the last 12 months:
- 01How to put together a carpentry quote665 clicks · average position 5.8
- 02How much a freelance carpenter charges in Spain523 clicks · average position 4.5
- 03Recessed pocket sliding doors in partition walls465 clicks · average position 6.4
- 04How to protect unvarnished wood439 clicks · average position 5.9
- 05How many coats of varnish wood needs273 clicks · average position 2.7
Some searches also reached Google's top results (Spanish queries):
For example:
- 01“precio hora carpintero autónomo” (freelance carpenter hourly rate)Average position 1.6
- 02“cuántas capas de barniz hay que dar” (how many coats of varnish)Average position 1.7
- 03“presupuesto de carpintería” (carpentry quote)Average position 3.6
- 04“cómo proteger la madera sin barnizar” (how to protect unvarnished wood)Average position 3.8
More visits do not always mean more professionals
This project has also shown us something important.
Some articles about wood, varnishes or carpentry work get quite a lot of traffic from Google.
However, someone searching for how to protect unvarnished wood is not necessarily interested in signing up to work as a carpenter.
On the other hand, someone searching for how much a freelance carpenter charges, how to find carpentry work or information about certain projects is much closer to the profile we want to attract.
That is why, as we get more data, we can better tell the difference between:
Content that mainly generates traffic.
Content that reaches professionals relevant to the project.
Pages and channels that end up generating sign-ups.
The goal is not just to increase visits.
What matters is that this growth also helps recruit the professionals the company needs.
Combining different channels was key
Another lesson from the project was that recruitment did not have to depend only on the website and Google rankings.
With the project under way, we started adding other channels such as Milanuncios to promote available projects and reach professionals who might be interested.
This meant each user's journey could be different.
Someone might find a project on Milanuncios and then visit the platform to sign up.
Someone else might discover the platform directly on Google through a search or one of the blog posts.
There could also be users who already knew the company and went straight to the platform.
So rather than treating each channel as a separate strategy, we built different paths to bring new professionals to the website.
Testing different messages is part of the job
Once we added Milanuncios to the strategy, we did not just post the ads the same way every time.
We tested different titles, descriptions and ways of presenting each project to see which approaches got the best response.
This helped us find a more effective way of communicating the ads, so professionals could quickly understand what work was on offer, where it was and how to apply.
The growth in forms between March and July 2025 coincided with this period of work on optimising recruitment.
The idea is simple: when we add a new channel, using it is not enough. We also have to measure the results and keep improving how we work with it.
Measuring leads to better decisions
One of the big changes since the start of the project was having data to know what was happening.
We did not just measure visits.
We also analysed how many people started the form, how many finished it, which content got the most traffic and how the different traffic sources evolved.
Thanks to this information we know, for example, that currently almost nine out of ten people who start the form end up submitting it.
This lets us focus our efforts on bringing more of the right professionals to the platform, instead of making unnecessary changes to a form that already has a good completion rate.
A recruitment strategy does not have to depend on a single channel
The project started with a new platform and practically no traffic.
Two years later, it has gathered more than 1,200 sign-ups, has doubled its organic traffic and has several pieces of content in Google's top results.
But perhaps the most interesting part of the case is not just the SEO growth.
It is the combination of different actions.
SEO helps more and more professionals discover the platform on Google.
Content targets searches related to the sector and gradually increases the website's visibility.
Milanuncios, added to the project later, promotes specific projects and reaches professionals who may be interested.
And tracking shows how everything is evolving and where it is worth putting more effort.
The result: from a practically unknown platform to several channels attracting carpenters and installers interested in new projects.