How Gloroots doubled inbound leads in 4 months with Scale Theory

About

Gloroots is an Employer of Record (EOR) platform that helps companies hire, onboard, and pay employees across the world globally, without their customers requiring to set up local entities.

Built for businesses expanding globally, Gloroots removes the compliance complexity that typically slows international hiring.

The problem statement 

A traffic problem. And a strategy problem.

Organic search had always been Gloroots' primary revenue driver but the channel was quietly breaking.

Traffic was declining, and conversions were falling right alongside it. They had a strong content base built up over time, but it was underperforming.  Content was outdated, unoptimized, and misaligned with what their buyers were actually searching for.

And LLMs were becoming a real discovery channel for their ICP, and Gloroots had little presence there. 

Mayank approached Scale Theory to recover their organic moat.

Goal

Number one,  to recover conversions. Number two, to  build visibility where buyers search next.

Mayank wanted two things at once: a strategy that turned Gloroots' existing content into a high-intent acquisition engine, and a real presence in AI search before that window closed.

Most teams default to publishing more in situations like this. More articles, more keywords, more volume. But that would have only fattened the problem.. 

Because, Gloroots’ problem wasn't the absence of content. It was the absence of intent.The goal was to get the right buyers finding Gloroots at exactly the right moment, whether they were on Google or inside an AI assistant.

Solution

Strategy over volume. Intent over output.

The first decision Scale Theory made was to stop treating all of Gloroots' content equally.

Most of it wasn't pulling its weight. Instead of adding more content to the pile, we primed our efforts towards pages closest to where buying decisions actually get made: content targeting high-intent queries and addressing real evaluation questions. . 

Alongside the SEO recovery, our team was working on a parallel track to improve AI search visibility.  content was structured to show up in the AI platforms their ICP was already using to research solutions.

The strategy was about making sure the right work was happening in the right places, at the right time.

Results

More leads. A new channel. And a foundation built to compound.

In 6 months, Gloroots went from a declining organic channel to a compounding one.

Organic clicks grew from 4,600 to 6,800 monthly clicks in 5 months. But the real change number was leads. MQLs from organic channels doubled within 4 months. .

On the LLM side,  sessions grew to 500 per month. Conversions from AI search, which had been zero, now come in consistently at 20+ per month, with double-digit numbers expected to compound as our citations and share of LLM visibility grows.