From invisible to 7,400 monthly clicks on a three-figure budget

Homepage redesign
SEO
Link building

Outranking Splitwise for 'bill splitter online' with a sharper homepage and 10 high-quality backlinks

Everyone All In was a web app that made it easy for groups to split bills and shared costs. It had a product worth finding, but with limited organic visibility, the people searching for exactly what it offered couldn't find it.

“Matt did a great job at converting our brief into a solution we were delighted with. Communication was great throughout and we’ve been happy to come back to Darwin for all our queries and requests since.”

Jules Hivnes, Founder, Everyone All In

Challenge

Organic traffic had been flat for nearly two years, barely registering above zero from January 2021 to late 2022. The homepage didn't explain clearly what the product did, it had no backlink profile to speak of, and it was up against well-known competitors like Splitwise in search.

They had no budget for a large-scale SEO campaign, so they needed results without the enterprise price tag.

Graph of organic clicks rising sharply after backlinks were built

Solution

In a focused two-month engagement, we tackled the three things holding the site back.

Homepage rebuild: rewriting and redesigning the homepage so visitors understood the product in seconds, and search engines understood what it should rank for
Technical SEO: performance improvements so the site was fast and ready to capitalise on new authority
Link building: 10 high-quality backlinks from relevant sources, pointed at the pages that mattered

The strategy was simple but deliberate: the right links, to the right pages, from the right sources, with no shortcuts and no filler.

The result

The site climbed above key competitors, including Splitwise, for high-intent searches like "bill splitter online". Traffic began rising sharply within two months and peaked at around 7,400 organic clicks a month, bringing more users to the app, all on a three-figure budget.