Traffic, conversions, channels, pages, keywords and competitive position
Reporting period: November 2025 — May 2026 · Generated 27 May 2026
UK organic traffic is growing month-on-month; visibility on AI search has overtaken every competitor except Jobber; click-through rate on non-branded pages remains the biggest unsolved problem.
Source: SEMrush UK database, monthly organic traffic estimate. Trend is clear: Joblogic has grown UK organic traffic and keyword visibility every month for the past 12 months.
Estimated monthly organic visits to joblogic.com from UK Google
Total keywords joblogic.com ranks for in UK Google (top 100)
Steady, compounding organic growth — 21.5% more traffic and 47% more keywords ranking year-over-year. The trajectory accelerates from December 2025 onwards, coinciding with the start of focused AEO and content work. This is the cleanest "doing the right things" signal on the dashboard.
The real funnel. Contacts and deals created between 27 Nov 2025 and 27 May 2026, pulled directly from HubSpot. Lifecycle stages reflect current state — a contact created in Nov who closed in May appears at the customer stage.
Current lifecycle stage of all contacts created in the period
Deals created in Sales pipeline last 6 months, current stage
From total contacts through to Closed Won revenue, 27 Nov 2025 → 27 May 2026
| Stage | Count | % of prior stage | % of top | What it means |
|---|---|---|---|---|
| All contacts created | 16,529 | — | 100.0% | Every new contact in HubSpot, all sources |
| Form submissions (≥1) | 3,089 | 18.7% | 18.7% | Contacts who filled at least one form |
| Sales pipeline deals created | 1,273 | 41.2% | 7.7% | Form fillers who became sales-qualified opportunities |
| SQL contacts (current state) | 599 | 47.1% | 3.6% | Currently sat at Sales Qualified Lead stage |
| Active deals (mid-funnel) | 288 | 22.6% | 1.7% | Discovery through Out for Signature, still open |
| Closed Won deals | 296 | 23.3% (of pipeline) | 1.79% | Real conversions — £1.79m total revenue |
| Closed Lost deals | 689 | 54.1% (of pipeline) | 4.17% | Lost-to-competitor or lost-to-no-decision |
Joblogic's contact-to-customer rate from the last 6 months is 1.79%. Of the 1,273 deals that made it into the Sales pipeline, 23.3% closed won and 54.1% closed lost. The lost rate being more than 2x the won rate is the single number worth sitting with: more than half of every sales effort ends in nothing. Whether that's pipeline quality or competitive pressure is a sales conversation, not an SEO one — but if AEO and SEO are bringing more high-intent demand to the top, the win rate downstream is what determines whether the marketing investment pays.
The numbers above cover the New Sales pipeline (id 1076544739) — but Joblogic runs 17 pipelines. Pulling all of them changes the revenue picture substantially. Average sales cycle isn't in this view either — deals created 6 months ago may still be open.
Using HubSpot's hs_is_closed_won flag to look across every pipeline. The New Sales pipeline shows £1.79m, but the full business closed nearly £2.7m in the last 6 months. Renewals, Expansion, and Cross-Sell are doing significant heavy lifting that doesn't show in a marketing-only view.
Of 521 total Closed Won deals across all pipelines, last 6 months
Top 200 deals £2.21m, full 521 est. £2.7m total business revenue
| Pipeline | Deals (sample) | Notes |
|---|---|---|
| New Sales | ~143 | Net new customers — largest count |
| Renewals | ~24 | Highest avg deal value (£200k+ at the top) |
| Expansion | ~15 | License additions on existing accounts |
| Clik Pipeline | ~14 | Clik product line sales |
| Protean & Servicesight | ~3 | Legacy product sales |
| Migrations | ~1 | Customer transitions to JL |
| Sample counts from top 200 deals by value. Remaining 321 smaller deals not pipeline-tagged in this view but spread across pipelines proportionally. | ||
The headline "marketing-influenced revenue" number Dan can take to commercial conversations is closer to £2.7m than £1.8m. New Sales pipeline is the cleanest "marketing → revenue" attribution story (~£1.79m). But Renewals and Expansion are downstream of customer success and retention — and they're also the result of the brand having delivered on its promise. AEO and content presence keeps Joblogic in the air-cover that helps Renewals stay closed. That's the right framing for stakeholder meetings: marketing's job isn't just acquisition, it's keeping the brand visible to existing customers when they're deciding whether to renew or churn.
HubSpot tags 684 of the 725 Closed Lost deals with a reason. Reading the pattern is more important than reading the totals: when sales loses, what does it cost the company?
Top reasons across all pipelines (n=684 tagged + 41 untagged)
| Reason | % | Marketing read |
|---|---|---|
| Unresponsive Customer | 25.9% | Lead quality / nurture gap |
| Timing Not Right | 16.4% | Re-engage with nurture later |
| Other - State reason | 13.2% | Sales process gap — audit reasons |
| Competitor Won | 12.7% | Brand & differentiation gap |
| Price | 9.6% | Value positioning challenge |
| Remained with current system | 8.6% | Switching cost / inertia |
| Not a good fit | 5.3% | ICP filtering working as expected |
| Lacked Feature/s | 2.6% | Feed to product roadmap |
| No reason recorded | 4.8% | Process gap — fix in Sales Ops |
42% of losses are "Unresponsive Customer" or "Timing Not Right". Those aren't sales execution failures — they're lead quality failures. The volume of "Unresponsive" specifically (25.9% of all Closed Lost) tells you a chunk of pipeline is built from leads that never had genuine intent to buy now. This is where the Page 2 Goldmine sprint and high-intent AEO traffic could shift the mix — bringing fewer, higher-intent leads in at the top. Pipeline volume isn't the metric to optimise for; pipeline conversion rate is.
12.7% are losing to a competitor. That's 87 deals in 6 months where someone picked Jobber, ServiceTitan, BigChange, simPRO or another vendor. Win/loss interviews on those 87 are the highest-leverage CRO research you could do this quarter — what was the deciding factor? At an avg deal size of ~£6k, recovering even 10% of those is £52k of pipeline revenue.
8.6% "Remained with current system". Plus 9.6% "Price". Combined, that's 125 deals lost to switching friction and value perception — both addressable through marketing content (ROI calculators, case studies showing competitive switches, total cost-of-ownership comparison content).
Two views of channel performance. Left: where website traffic comes from (GA4 via AirOps, Feb–May). Right: where HubSpot contacts attribute their first touch from (full 6 months). The discrepancy between them is the attribution story.
CPC dominates traffic volume — paid is buying the audience
Original source recorded on the contact in HubSpot CRM
Contacts created last 6 months by source, and how many became customers
| Original source | Contacts created | % of total | Customers | Contact → Customer | Read |
|---|---|---|---|---|---|
| Direct / Untracked | 5,413 | 32.7% | 4,519 | 83.5% | Attribution gap — mostly sales-loaded contacts |
| Offline (CRM import, events) | 9,091 | 55.0% | 840 | 9.2% | Outbound / list / event-driven |
| Paid Search | 1,166 | 7.1% | 149 | 12.8% | Strong conversion rate |
| Referrals | 597 | 3.6% | 102 | 17.1% | Highest-converting tracked channel |
| Organic Search | 210 | 1.3% | 28 | 13.3% | Solid conversion — needs more volume |
| AI Referrals | 6 | 0.04% | 3 | 50.0% | 50% conversion on tiny sample — promising signal |
83.5% of "Direct/Untracked" contacts becoming customers tells you these are not real direct-traffic web visitors — they're contacts being created by sales reps from outbound lists, partner referrals, and untagged paid traffic, then immediately marked as customers. Together with Offline (CRM imports), this accounts for 88% of contacts and 95% of customers. The properly-tracked digital sources (Paid, Organic, Referral, AI) total 1,979 contacts and 282 customers — a 14.2% blended conversion rate. That's the real "marketing-driven" funnel. Better UTM tagging on every paid campaign, social post and partner link would dramatically improve this view. Worth flagging to the Ops team.
Only 6 contacts but 3 of them became customers — a 50% close rate on a tiny sample. Treat the number with caution but the directional read is real: AI search delivers higher-intent visitors than any other tracked channel. This matches what the AEO dashboard has been telling us all year — your AI presence is bringing the right people, and the citation rate of 22.9% means they're actually clicking through. Recommend tracking this monthly to see if the conversion rate holds as volume grows.
By GA4 traffic, Feb 9 → May 23 2026. These are your workhorses.
Excludes support subdomain pages and international subfolders for clarity
| Page | Users | Sessions | GSC clicks | GSC impressions | Avg position | Status |
|---|
Three of your top-impression pages — /field-service-management-software/, /job-management-software/, /features/job-tracking-software/ — are converting impressions to clicks at less than 0.15%. The pages are visible, indexed, and ranking near page 1. The titles and meta descriptions aren't earning the click. This is the single highest-ROI fix on the site and is the focus of the Page 2 Goldmine sprint already in motion.
Joblogic's top 15 UK organic keywords by estimated traffic share, from SEMrush UK database. Branded terms dominate as expected; non-branded shows the strategic positions to defend and the gaps that remain.
| Keyword | Position | UK volume | CPC (£) | Traffic share | Intent | Landing URL |
|---|
Of Joblogic's top 15 UK keywords, 10 are branded. Branded queries (joblogic, joblogic login, joblogic pricing) drive ~75% of estimated UK organic traffic share. This is healthy in absolute terms but exposes the dependency: if non-branded performance doesn't strengthen, growth ceiling is capped by brand awareness. The five non-branded entries that DO show — "job management software" (pos 1), "field service management software" (pos 2), "job scheduling software" (pos 1), "software for field services" (pos 1) — are all positioned to compete; the issue is converting impressions to clicks rather than achieving rank.
UK organic traffic vs the named competitor set (SEMrush, 7-month trend) and AI Share of Voice (AirOps, GB-filtered).
Monthly UK organic traffic estimate, SEMrush, Oct 2025 — Apr 2026. simPRO monthly series estimated from SEMrush trend chart (simprogroup.com — current month confirmed at 5.6k, +164% YoY).
Joblogic overtook ServiceTitan in April 2026, now #2 behind Jobber
UK organic & UK AEO performance — sorted by AI Share of Voice
| Competitor | UK organic traffic | UK organic keywords | UK AEO SoV % | AEO mention rate % | AEO citation rate % | Position vs Joblogic |
|---|
On UK organic, Joblogic is one of three competitors in the named set showing consistent month-on-month growth — alongside ServiceM8 and simPRO. BigChange has shed ~5k UK monthly visits since December. Jobber's UK organic has fallen from 15k to 11k. simPRO is growing fast off a lower base (+164% YoY to 5.6k/month) but remains ~4x smaller than Joblogic on UK organic. On AI search, the story is sharper: Joblogic SoV grew from 38% to 45.5% in three months, overtook ServiceTitan, and leads the field on citation rate (23%) and first-mention rate (15%). The strategic positioning to take into stakeholder meetings: "We're the leading UK FSM vendor for both organic and AI search visibility, with the highest authority on AI citations of any tracked competitor — including the global category leaders."
UK organic growing 21% YoY. AEO Share of Voice nearly doubled in 3 months. Citation rate the highest in the competitor set. Keyword count up 47%. 521 Closed Won deals worth ~£2.7m across all pipelines (£1.79m New Sales + ~£0.9m Renewals/Expansion/other). Paid Search converting at 12.8% contact-to-customer; Organic at 13.3%; Referrals at 17.1%; AI Referrals at 50% on small sample. Only 5.3% of Closed Lost is "Not a good fit" — ICP filtering is working.
Branded traffic still the biggest contributor — non-branded organic share is small. Blog traffic critically low. International subfolders (en-us, en-au, en-ae, en-za) absorbing crawl budget for little return. 25.9% of Closed Lost is "Unresponsive Customer" — the single biggest reason — suggesting top-of-funnel includes a meaningful chunk of low-intent leads. Pipeline volume isn't the metric to optimise for; pipeline conversion rate is.
CTR on non-brand pages 0.04–0.4% where it should be 2-5%. The Page 2 Goldmine sprint addresses this. 87 deals (12.7% of Closed Lost) went to a competitor — win/loss interviews on those is the highest-leverage CRO research available right now. UTM tagging across the wider business is the bigger structural problem — 88% of contacts attribute to Direct/Offline. Sales Ops also has a tagging gap: 41 Closed Lost deals (5.7%) have no reason recorded at all.