The construction industry is a tough market. Many companies are still reluctant to embrace digitalisation. And where digitalisation is already in place, established providers such as PlanRadar dominate the market.

It was in this environment that Swiss PropTech start-up BMapp wanted to position itself with its construction software. To this end, we developed an SEO-focused content strategy designed to help BMapp's website achieve greater reach. At the end of 2023, BMapp launched its new website – but with little content and virtually zero organic visibility.

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About BMapp

BMapp is a software company based in Zurich that develops IT solutions for processes in the construction and real estate industries. The construction software is primarily aimed at companies that want to digitise their processes efficiently.

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The challenge: competing with the market leader without visibility

The starting point at the beginning of the collaboration with BMapp was anything but easy: bmapp.ch had hardly any visibility, no relevant content, no backlinks and zero SEO history. At the same time, the PlanRadar platform dominated the market – backed by over 100 million US dollars in investor funds and a correspondingly strong market position.

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The strategy: Using Product-led Content to highlight BMapp's strengths

We saw this challenge as an opportunity.

Through targeted competitor analysis, we identified PlanRadar's strengths and weaknesses. Our idea was to leverage these weaknesses to position BMapp as an alternative to PlanRadar and benefit from the market leader's brand awareness.

We identified unique features of BMapp (e.g. in the area of fire protection) that PlanRadar did not cover. These gaps supported our plan to clearly differentiate BMapp from PlanRadar and formed the basis for a Product-led Content strategy.

As the budget was limited, we deliberately chose not to focus on generic content such as definitions or advice, but rather on product-related niche content that directly highlighted the added value of BMapp. We prioritised quality over quantity and leads over clicks.

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Implementation: Focus on expertise, user guidance and authority

In line with our product-led content strategy, we ultimately developed conversion-oriented product pages that were optimised for SEO as well as Google Ads and LinkedIn campaigns. To further build organic visibility, we also created SEO-optimised blog articles on product-related topics such as alternatives and templates.

When creating content, we based our research on in-depth interviews with experts from BMapp and the industry. This was key to efficiently producing high-quality content that offered deeper insights into construction software and showcased BMapp's expertise.

We also revised the main navigation and internal linking of the website with the aim of improving user guidance and distributing domain authority in a more targeted manner. The more prominently a page is linked internally, the higher the chances of a good ranking.

At the same time, we implemented a backlink strategy that focused on links from relevant websites in the real estate and construction industry in order to strengthen the authority of bmapp.ch in the long term.

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The result: from content to measurable business impact

Our product-led content strategy quickly paid off:

organic visibility (according to SISTRIX) skyrocketed immediately after implementation and continues to rise.

We saw a similar trend in clicks: at the beginning of 2025, the website generated around 1,400 organic clicks per month.

Most importantly for us, visibility was not generated by generic top-level topics, but by product-related content. The majority of organic clicks therefore came from BMapp's target group – construction companies looking to digitise. As a result, our product-led content continues to generate qualified enquiries on a regular basis.

"Most valuable to me: The content you implemented in line with the strategy not only increases traffic and visibility, but also continuously generates new leads for us.” - Gilles Baillod, BMapp

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Next Steps: Write your own success story

1. Prioritise topics with conversion potential

In highly competitive markets in particular, it is worth creating content for topics with high lead potential first. This quickly leads to visible success. A product-led content approach helps to develop content that directly addresses the needs of users.

2. Targeted use of competitive gaps

A thorough competitive analysis reveals where content gaps exist. These gaps must be consistently filled and real added value created with your own insights – for example, through expert interviews.

3. Build backlinks from relevant sources

Links from your own industry remain a decisive lever for visibility and trust.

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