Illustrative case study

A fictional business. The figures are a modelled scenario, not a client result.

Clauseway · Online legal template store · Sydney

How a legal template store turned 400 documents into products Google could understand

+196%

organic revenue in 10 months, from the same 400 documents.

Press a letter on the machine. Each row is one category of the store: its product count, keywords won and the conversion rate in the coin slot.

CLAUSEWAYTemplates · 24/7
A1 · Employment84
B1 · Business & startup96
C1 · Leases & property72
D1 · Privacy & website56
E1 · Wills & estates48
F1 · Debt & finance56
Row A selected
Employment
Products84Top-5 kws+44Revenue+200%

Coin slot · conversion

Push
Employment contract (full-time) · A$79

01The challenge

A full machine with the lights off.

Clauseway's templates were listed as PDFs with no product data, so they never appeared in Shopping results or rich snippets.

The documents were good: drafted by lawyers, kept current, priced fairly. But to Google each one was a loose PDF file, not a product with a price, a format and a jurisdiction. Searches like “lease agreement template NSW” went to competitors with thinner documents and better pages, and the Sydney team had no way to tell which categories earned money, because checkout ran on an untracked subdomain.

Before · “employment contract template”

PDFclauseway.com.au › files › emp-contract-v3.pdf

Template – Clauseway

EMPLOYMENT CONTRACT THIS AGREEMENT is made on the ____ day of ____ between ____ (the Employer)…

Position 38 · page 4 · no price, no product

After · same search

Employment contract (full-time)

A$79.00

Clauseway · Instant download

Shareholders agreement

A$149.00

Clauseway · Instant download

clauseway.com.au › employment › employment-contract

Employment Contract Template (Full-Time) · NSW, VIC, QLD · Word & PDF

A$79.00 · In stock · Instant download · Updated for the 2026 Fair Work changes

Position 2 · Shopping + product snippet

02Diagnosis

The service engineer’s report.

Seven faults across technical SEO, the product feed, site structure and copy. Jammed means it blocked revenue outright.

  1. 01
    JammedTechnical

    400 templates served as bare /files/*.pdf links. Google indexed the PDFs, not a page anyone could buy from.

  2. 02
    JammedTechnical

    No Product, Offer or BreadcrumbList structured data anywhere. Zero rich-result eligibility.

  3. 03
    JammedMerchant

    No Merchant Center account and no product feed, so Shopping and free listings were impossible.

  4. 04
    StickyArchitecture

    One flat 'Templates' page listed all 400 documents. No category pages to rank for 'lease agreement template'.

  5. 05
    StickyContent

    Average of 38 words per listing. 212 titles read 'Template – Clauseway'.

  6. 06
    WornContent

    No state or jurisdiction on pages, so 'NSW', 'VIC' and 'QLD' searches went to competitors.

  7. 07
    WornTechnical

    Checkout on a separate subdomain with no cross-domain tracking. Revenue was invisible to analytics.

03The strategy

Rebuild the machine, part by part.

Four tactics, each one a working part of the store. The programme ran on our Commerce SEO plan.

Product schema

The label strip

Product, Offer and BreadcrumbList JSON-LD on every template page: name, price in AUD, availability, format, jurisdiction and a stable SKU. Validated weekly in Search Console.

Category architecture

The rows

One flat list became six categories and 24 sub-categories, each a hub page with a comparison table. Every template has one canonical URL, two clicks from home.

Merchant Center

The chute

A feed generated from the product catalogue, with titles built as Document · State · Format and a custom label per category, so free Shopping listings could pick each one up.

Product page copy

The coin slot

Copy that answers the buyer’s questions: what it covers, who should not use it, which states it suits, what is in the download, plus a two-page preview image.

04Month by month

10 selections, one at a time.

  1. 1A$18.9k

    Inventory audit

    Crawled 400 PDFs and 61 blog posts. Mapped each document to a buyer intent and a category.

  2. 2A$20.2k

    Category blueprint

    Six categories, 24 sub-categories, one canonical product URL per template.

  3. 3A$23.1k

    Product pages ship

    First 64 templates moved from PDF links to real product pages with price and format.

  4. 4A$27.4k

    Schema + feed

    Product and Offer markup sitewide. Merchant Center feed approved for 188 items.

  5. 5A$32k

    Copy sprint 1

    Rewrote 120 product pages: what it covers, who it is for, which state it suits.

  6. 6A$37.6k

    Category hubs

    Category pages became guides with comparison tables and internal links to every template.

  7. 7A$43.1k

    Feed tuning

    Titles rebuilt as 'Document · State · Format'. Disapprovals cut from 31 to 2.

  8. 8A$48.8k

    Copy sprint 2

    Remaining 280 pages rewritten. FAQ and preview images added to the top 100 sellers.

  9. 9A$51.9k

    Bundles

    Starter kits per category added as their own products, with their own feed entries.

  10. 10A$54.5k

    Prune + measure

    Retired 18 near-duplicates with redirects. Revenue reporting split by category.

05Results

Now it vends.

Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.

Organic revenue
+196%
Products in Shopping
0 → 412
Category keywords top-5
+210
Conversion rate
1.4% → 2.6%
Organic revenue per monthA$ thousands · modelled
0k20k40k60kbaseA$18.4kM1M2M3M4M5M6M7M8M9M10A$54.5k
Products in Shopping
412

0 · 0 · 64 · 188 · 296 · 371 · 398 · 405 · 410 · 411 · 412

Conversion, in coins (1 coin = 0.2%)

Row by row

A

Employment

84 products · +44 top-5

1.6% → 2.9%

B

Business & startup

96 products · +52 top-5

1.5% → 2.8%

C

Leases & property

72 products · +38 top-5

1.3% → 2.5%

D

Privacy & website

56 products · +30 top-5

1.2% → 2.4%

E

Wills & estates

48 products · +22 top-5

1.4% → 2.3%

F

Debt & finance

56 products · +24 top-5

1.1% → 2.2%

Keyword selections

Modelled Google AU positions for category keywords, before and after
KeywordRowSearches/moBeforeAfter
employment contract templateA5,400382
shareholders agreement template australiaB1,900—1
residential lease agreement nswC2,900614
privacy policy template australiaD3,600273
will kit australiaE2,400—5
loan agreement templateF4,400444
contractor agreement templateA2,900523
non disclosure agreement templateB6,600192
commercial lease templateC1,600—4

Get a plan like this

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