Results
Tripled organic clicks (+189%) and grew impressions +53% in two months
Moved from page two to page one (average position 10.2 to 7.8), with CTR up +150%
Shipped FAQ, Product and Pricing schema across 1,640+ pages for AI answer-engine visibility
Overview
Zeffy is the only 100% free fundraising platform for nonprofits, funded by optional donor tips while incumbents like Donorbox, Givebutter, Classy and Blackbaud charge 3-8% in fees. A Certified B Corp out of Montréal, Zeffy had already moved 50,000+ nonprofits and processed over $1B in donations, growing fast in a market consolidating toward a handful of dominant platforms.
I worked directly with Zeffy's marketing leadership, partnering with a designer and an engineer on the build. The opportunity was clear: high-intent buyers search for competitor alternatives and head-to-head comparisons the moment they decide to switch, and those queries were owned by the paid incumbents and by aggregators like G2 and Capterra. Zeffy barely appeared on them.
The stakes were real. Every comparison search Zeffy lost sent a nonprofit toward a platform that takes a cut of their donations, and handed the highest-intent demand in the category to competitors at the exact moment consolidation was deciding the long-term winners. Capturing that surface meant publishing accurate, differentiated comparison content at a scale beyond what a human team could write by hand, while holding the content quality that search engines reward.
Scope
I built a competitor-vs-competitor comparison engine on a five-step, context-first stack, with human QA gating every stage before it scaled.
Context + LLM setup (Octave). I built a structured context library in Octave, breaking Zeffy's messaging and competitor intelligence into standard blocks: capabilities, differentiated value, problems solved, customer proof, personas, pricing and use cases. These structured inputs grounded every page the engine later generated.
Messaging QA (manual). I reviewed everything Octave ingested, corrected inaccuracies and resolved contradictions by hand, so the source data stayed clean before a single page was written.
Design (Figma). I wireframed four page templates: competitor hub, product-vs-competitor, product-vs-category and competitor-vs-competitor. Each carried nav, hero, comparison table, pricing, FAQs and SEO metadata, laid out to read well for search crawlers and for buyers skimming the page.
Copywriting + content engine (Clay + Octave). I built one Clay table per page type and competitor category, one row per page. Research columns pulled live data from G2, Capterra and Brandfetch; copywriting columns ran through Octave's agent against the structured context. I tested on small batches, refined the prompts and templates, then scaled.
Publishing + schema + QA (Webflow). I published through Webflow staging with manual review, adding FAQ, Product and Pricing schema to every page for rich results and AI answer-engine visibility. An automated QA crawler I set up validated content and markup across the live pages before the engine scaled to hundreds.
1,640+ pages shipped across eight categories: all-in-one, donations, payments, pricing, peer-to-peer, ticketing, events and support.
"I worked with Matteo on scaling our landing pages programmatically with AI at Zeffy. He’s particularly strong at shipping fast and setting up scalable systems using Clay, Claude Code and other AI tools. When you need to ship something quick and scalable, Matteo delivers. He’s also collaborative and very receptive to feedback. Recommended for teams launching new growth initiatives that need both strategy and execution!"
Camille Duboz
Impact
In two months, the engine became one of Zeffy's strongest organic-growth channels:
+189% organic clicks on a six-figure impressions baseline
+53% impressions as the pages indexed and ranked
+150% CTR, with schema-rich comparison pages winning the click on the results page
Page two to page one: average position improved from 10.2 to 7.8
1,640+ pages live across eight competitor and category types
FAQ, Product and Pricing schema on every page, making them eligible for rich results and AI answer-engine citation
The engine gave Zeffy a durable, compounding presence on the exact searches where nonprofits choose a fundraising platform.
