We tell our clients to invest in their websites. Here's what happened when we did exactly that to our own.
Practicing what we preach — or not.
Wizardly builds websites for biotech and SaaS companies. We've seen the data enough times to know: consistent content creates compounding traffic. But for a stretch, our own site was sitting still while we focused on client work. Same story we see all the time — the cobbler's kids have no shoes.
So we pulled our GA4 data across two six-month windows and ran our own site through the same analysis we'd give a client.
What consistent marketing does to a website.
Dec 2024–May 2025 vs. Jul 2025–Jan 2026. All numbers are monthly averages.
The headline metrics.
Traffic went to the pages that matter.
The growth didn't concentrate at the homepage. It flowed to Services, Resources, and Portfolio — the pages where someone decides whether to contact us. That's the outcome we design for in client sites. It held true here too.
A single case study. 53× the traffic.
The XtalPi case study was the standout performer. Before the marketing push: 21 views. After: 1,112. That's the exact playbook we build for clients — create one high-quality piece of content, promote it through the right channels, and let it pull people to the pages that convert. It works on our site too.
Where the growth showed up.
Monthly averages, before and after the marketing push.
| Page | Before /mo | After /mo | Growth |
|---|---|---|---|
| Services | 26 | 134 | +415% |
| Resources | 21 | 131 | +524% |
| Portfolio | 73 | 220 | +201% |
| Contact | 54 | 72 | +33% |
| Inquiry | 5 | 16 | +233% |
| About Wizardly | 24 | 38 | +55% |
What worked — and what to watch.
We apply this lens to every client. We apply it to ourselves too.
What Worked
Services up 415%, Resources up 524%, Portfolio up 201%. Not just homepage vanity traffic — people finding the pages that lead to conversations.
XtalPi at 1,112 views proves the model. A single great case study, promoted well, pulls meaningful traffic. Now we need to replicate that for Ketryx, Medicilon, Sublime, and Alloy.
Inquiry page up from 29s to 50s. Contact up from 25s to 31s. Higher intent, longer reads — the visitors arriving are closer to ready.
What to Watch
The same gap we call out for clients. Inquiry and contact pages are getting real traffic with strong engagement — but we can't report an actual conversion rate yet. Fixing this now.
Most posts at 2–4s engagement time. Social traffic is scanning, not reading. Blog content is working as top-of-funnel discovery — but deeper resources need to be the conversion play.
XtalPi has 1,112 views. Alloy dropped to 1. Ketryx held at 41. The model works — we just need to rotate promotion across all five stories, not just the one that happened to catch fire.
What would your numbers look like?
We ran the same analysis on our own site that we run for every client. If you're curious what yours would show — let's find out.
Start a ProjectBefore window: Dec 2024–May 2025. After window: Jul 2025–Jan 2026.
Growth reflects increased investment in LinkedIn posting, blog content, resource creation, and case study promotion.
Prepared by Wizardly · wizardly.co
