Luca Allam: 124% More Google Clicks & International Lead Growth
How I oversaw an SEO-focused website redesign for Luca Allam, an executive communication coach and keynote speaker, strengthening his online authority, expanding organic search visibility and supporting international lead generation.
The project combined a full website revamp, stronger E-E-A-T signals, commercial service page optimisation, content improvements and conversion rate optimisation to better connect Luca’s expertise with the people searching for it.
Search performance: Google Search Console · Latest six months versus previous six months. Enquiry growth is based on reported business outcomes.
Turning an Established Personal Brand Into a Stronger Digital Presence
Luca Allam is a Dubai-based public speaking and executive communication coach, keynote speaker and former regional CEO. His work centres on helping executives, founders and leadership teams communicate with greater confidence, authenticity and impact.
For a consultancy built around individual expertise, a website needs to do more than list services. It has to communicate experience, establish trust and demonstrate why a prospective client should choose that particular specialist.
The challenge was to bring Luca’s professional reputation, experience and coaching offering together in a clearer digital experience, while improving his visibility for valuable coaching and speaking searches across Dubai and international markets.
Building Visibility, Authority & Conversions
I focused on aligning the website redesign with a wider SEO strategy, ensuring the finished website could communicate Luca’s expertise effectively while attracting and converting the right visitors.
Website Redesign & User Experience
Oversaw the website redesign and revamp, helping improve the overall structure, navigation and presentation of Luca’s services. The focus was on creating a more professional experience that clearly communicated his offering and guided visitors towards making an enquiry.
E-E-A-T & Personal Authority
Strengthened how Luca’s experience, professional background, expertise and credibility were communicated throughout the website. This was particularly important for competitive coaching and consultancy searches, where trust and individual reputation play a major role in customer decisions.
Core Service Page Optimisation
Optimised commercially important pages covering public speaking, communication coaching, executive coaching and keynote speaking. The goal was to strengthen keyword relevance, improve content quality and better align each page with the intent of prospective clients.
Content Refreshes & CRO
Refreshed older and underperforming articles to improve relevance and support the wider SEO strategy. Alongside this, I recommended conversion improvements across key website pages to create clearer customer journeys and encourage more qualified enquiries.
Stronger Search Visibility & More International Enquiries
The website recorded substantial growth in Google search performance, with broader visibility for relevant services and increased opportunities to reach prospective clients internationally.
Expanded Organic Visibility
Luca’s website appeared across a wider range of relevant searches, strengthening its presence within competitive public speaking, communication and coaching markets.
Stronger Commercial Relevance
Core service pages gained visibility for searches closely connected to Luca’s expertise, supporting discovery by executives and professionals looking for specialist coaching and speaking services.
International Lead Growth
Alongside improvements in organic search performance, the business reported a substantial increase in enquiries from international markets, supporting its wider commercial growth objectives.
Why Authority & Conversion Matter as Much as Rankings
For an individual consultant or specialist, winning organic visibility is only part of the challenge. Prospective customers also need to understand who they’re working with, why they should trust them and what makes their expertise different.
This project brought technical and content-led SEO together with credibility-focused website improvements and conversion optimisation. The result was a stronger digital presence, significantly more organic search clicks and reported growth in international enquiries.
Want to Turn Your Expertise Into More Qualified Leads?
I’m Oscar Scolding, an independent SEO consultant in Dubai. I help consultants, service businesses and personal brands grow their visibility, build online authority and convert more visitors into valuable enquiries.
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