Wynne Systems is enterprise software in its most unforgiving form: their RentalMan ERP runs many of the world’s largest equipment-rental companies. Their buyers are IT and operations leaders who ask hard questions. And one of the first is always some version of
“does it work with the systems we already run?”
Wynne had a good answer. More than 30 integrations spanning ERP, CRM, telematics, payments, e-commerce, and BI. What they didn’t have was a place where that answer could be
found.
The problem: 30+ integrations, zero discoverability
Like most B2B software companies, Wynne’s integration story lived in sales calls, PDFs, and tribal knowledge. Buyers searching for “RentalMan Salesforce integration” or “Wynne Systems Samsara” found nothing much. Every one of those searches was a high-intent buyer asking to be reassured. The website had no page whose job was to answer them. The Wynne team also knew that, for software companies, integration pages were among the most popular. There was also a little FOMO when looking at integration marketplaces like
Hubspot and
Zapier.
The build
The directory went up on Wynne’s production WordPress site — a real corporate stack (Salient theme, WPML multilingual, Rank Math SEO, behind Cloudflare), not a demo sandbox. Every integration got its own page at
/integrations/… with a logo, a plain-English description, highlights, requirements, and structured data. All browsable through category and platform filters on a single directory page.
The results
Measured in Google Analytics 4, comparing the section’s post-link performance (February 2025 through July 2026) against its prior baseline:
- Traffic to the integrations section grew roughly 8×. There we haphazard integration pages in blogs and other places, but not a cohesive approach. Compared to the prior dates, there was a huge spike and got there within about three months of the link going live.
- It didn’t spike and fade. Eighteen months on, the most recent full month was the section’s second-best on record.
- More than 1 in 10 engaged visits include the integrations section, using Google Analytics’ engaged-session definition to screen out bounce and bot traffic.
- Individual integration pages pull their own weight. The listing pages for specific integrations each attract their own steady visitors. The directory isn’t one page doing all the work, it’s dozens of small doors.
What we’re deliberately not claiming
SEO case studies have a credibility problem, so here are the boundaries of this one:
- We’re withholding absolute traffic numbers on purpose. Wynne competes in a concentrated market and doesn’t want its raw analytics public. Relative change and share-of-site tell the story without the leak.
- Equipment-rental ERP is a low-search-volume niche. The win here is share, rank, and durability. not a tidal wave of clicks. If your category has more search demand than Wynne’s (most do), the same mechanics have more room to run.
Why it worked
- Every integration is its own indexable page. Thirty-plus integrations means thirty-plus long-tail entry points for “[product] + [tool]” searches. These are queries with almost no competition and very high intent.
- Structured data on every page. Each listing carries SoftwareApplication schema, a clean canonical URL, and Open Graph data, so search engines (and AI assistants) can actually understand what the page is.
- It lives on Wynne’s own domain. Every ranking those pages earn compounds on wynnesystems.com, not on some vendor’s subdomain. (We’ve written about why hosted-subdomain directories quietly forfeit this.)
- Internal links make programmatic pages real. Pages that nothing links to barely exist to a crawler. One navigation link took this section from invisible to nearly a tenth of all site visitors. If you take a single tactical lesson from this study, take that one.
The playbook, if you want it
If you’re a software company on WordPress with ten or more integrations, this is repeatable in an afternoon:
- Stand up a directory with Integrations Directory. Import your integration list via CSV, and every integration gets its own schema-ready page.
- Organize it with categories and filters so buyers can find their stack.
- Link it prominently! Main navigation, not a footer afterthought.
- Watch what people search for and don’t find. That’s your roadmap for what to add next.
The full step-by-step is in our guide to
building an integrations directory on WordPress — and if you’re weighing a hosted platform instead, here’s
how the plugin stacks up against PartnerPage.
Get started
Build your own integrations directory on your own domain — 30-day free trial, no card charged until day 31.
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