How I built tools that doubled Jisr's organic traffic

Overview

Jisr relied heavily on paid ads for lead generation — good for short-term results, risky long-term. To diversify growth, I collaborated with the marketing team to design in-app tools that attract HR managers and employees and drive organic engagement with Jisr. We called it the Saudi HR Toolkit.

💡 This project showcases how I designed and implemented growth levers that doubled the organic traffic to Jisr's website.

Other important success metrics:

• HR Tools currently drive 60% of the organic search traffic to the Jisr website.
• The tools average a ~47% visit-to-calculator-used conversion rate.
• We ran an A/B experiment to gate our most-used tool — the Salary Calculator — and maintained a ~5% traffic-to-leads CVR, of which 22% were HR professionals now in marketing's nurture sequence.
• Website traffic increased by 80% in the first month of launching the first growth driver.

Problem

1. Declining margins and increasing CAC. With rising competition and ad-bidding costs, lead acquisition was becoming increasingly expensive over time.

2. Limited reach and audience saturation. As competition intensified within targeted demographics, reaching new prospects became progressively harder, limiting the scalability of lead generation.

Research and discovery approach

To identify the right growth drivers, we started with key questions:

1. What tools do HR managers find valuable in their work?
2. What are the emerging trends in organic demand generation and lead generation within the HR software market?
3. What calculations are HR managers required to do throughout the employee journey (talent acquisition, compensation, payroll & salaries, etc.)?
4. What parts of our product can be exposed as a public tool or calculator to engage visitors and capture leads?
5. What interactive tools or lead-generation strategies do competitors already offer?

Strategy & solution

Based on our insights, we defined four criteria for prioritizing which tools to build:

• Search demand — tools with high keyword search volume (SEO potential).
• User familiarity — tools users already engage with, offered by competitors or government platforms in KSA.
• Workflow impact — tools that address critical pain points in the HR process.
• Product synergy — tools that can be exported and amplify Jisr's core strengths.

The toolkit

We prioritized tools against four criteria — search demand, user familiarity, workflow impact, and product synergy. Pick a tool to see the details.

Dive deep into the design strategy & and a followed experiment

Thank you,
Amr