Name: Lia Golledge Company: MagicBlocks Function: Growth
Date: September 2024 – May 2026

TL;DR

When Lia joined MagicBlocks, there was no blog, no organic acquisition engine, and no presence in the places mortgage and finance operators were searching for answers. She hired and built a team member to help with SEO, launched a 20+ posts/month content operation, and pioneered an Answer Engine Optimisation (AEO) strategy that established MagicBlocks as a visible, trusted source inside AI search tools like ChatGPT and Perplexity. The result: a 938% increase in total website traffic, a 1,696% increase in Google traffic, and a growing stream of high-intent mortgage industry visitors arriving through both traditional and AI-driven search.

Key Outcomes

• MagicBlocks Blog launched
• Website traffic up +938% over 6 months
• Google organic traffic up +1,696% — now a primary growth channel
• 10,000%+ growth in traffic sourced from ChatGPT via AEO strategy
• Established LLM discovery (ChatGPT, Perplexity, Gemini) as a core acquisition channel
• Blog scaled to 20+ posts per month
• High-intent mortgage vertical traffic growing as a targeted segment

The Design Thinking Journey

1. Empathise — Understanding the Problem

MagicBlocks was building a product for lead-driven businesses in regulated industries — mortgage, insurance, finance — but had almost no organic presence when Lia came on board. The website existed. The blog did not.

The real problem wasn't just missing traffic. It was missing the right traffic. Mortgage brokers, loan officers, and lender ops teams were actively searching for answers to problems MagicBlocks solves: how to respond to leads faster, how to improve contact rates, how to handle lead decay. Those searches were happening. MagicBlocks just wasn't showing up.