How Endform doubled site visitors and grew search traffic close to 4x in four months

Key outcomes

• Doubled overall site visitors in four months
• Nearly quadrupled Google search traffic
• Built a consistent publishing cadence around high-intent and emerging Playwright topics
• Created a repeatable content workflow that reduced the burden on Endform’s founders

Company snapshot

• Industry: Developer tools / software testing
• Company Size: 1–10 employees
• Location: Sweden
• Use Case: Content strategy, SEO, AEO, and editorial production
• Product: Cloud runner for Playwright end-to-end tests, with execution, reporting, and test analytics.

The challenge

Endform’s two founders were building the Rust CLI, execution infrastructure, and analytics platform. Content happened when product work allowed it.

Drafts often reached the editing stage and waited there. New articles appeared about once every two weeks. Topic selection largely followed whatever the founders were working on rather than what developers were actively searching for.

“We were inconsistent. Blog posts were written when we had extra time, and editing took a long time. This led to us only publishing new content every couple of weeks. - Jakob Norlin, Co-founder, Endform

That inconsistency left valuable search demand open. Playwright teams were comparing cloud runners, looking for better parallelisation, and researching alternatives to tools they had outgrown. Endform had direct answers to many of those problems, but few pages built around the questions developers were searching for.

One customer, Matsmart, had moved from Checkly after encountering limits in Playwright feature support and parallelisation. Other teams facing similar constraints were searching for comparisons, but Endform had no page designed to reach them at that point in their evaluation.

Endform needed a way to turn what its founders knew about the market into content without taking their attention away from building the product.

The company considered working with a freelancer, an agency, or making an internal hire. The deciding factor was whether the people producing the content could understand Playwright, test execution, and the technical tradeoffs a test engineer evaluates.

The biggest reason we went with Hackmamba was their focus on the dev-tools space, and the quality of their content.- Jakob Norlin, Co-founder, Endform

Our approach

Rocio, our growth marketer led the engagement. We started by understanding Endform’s product, the problems it solved, and where its approach differed from other tools in the Playwright ecosystem.

From there, the work focused on four areas.

1. Learning the product before choosing topics

Before building a content calendar, we worked through Endform’s execution model: how it distributes tests, where existing Playwright setups slow down, and what makes switching to Endform low risk.

That gave the content team enough product context to write accurately about sharding, parallelisation, flaky tests, reporting, and other technical topics around Playwright testing.

We then audited Endform’s website across existing content, on-page SEO, backlinks, answer-engine visibility, and competitor coverage. The audit showed which questions Endform already answered, where its content was thin, and which topics competing platforms already owned in search.

2. Prioritizing developers closest to a decision

We combined keyword research and competitor gap analysis with the questions Playwright developers were asking in search and technical communities.

Opportunities were prioritized using two factors: search potential and funnel position.

The first pages we prioritized were:

• Endform vs. Checkl
• Endform vs. Currents

Developers searching for these comparisons already understand the category and are actively evaluating named products. Endform needed technically credible pages available when those searches happened.

From there, we expanded into relevant topics with meaningful traffic potential and attainable keyword difficulty. As traffic started coming in, we used actual website performance to refine priorities rather than relying on the original keyword plan indefinitely.

3. Publishing before keyword tools caught up

Some of the strongest opportunities had little usable search-volume data. Playwright MCP and agentic testing were two examples. Search tools did not yet show much demand, but developers were already discussing both.

Rather than waiting for historical keyword data, we used those conversations to identify the questions behind the trend.

That resulted in content covering:

• How to use Playwright MCP to reach stable, meaningful tests faster
• How to turn a plain-English user flow into a reviewed and verified Playwright test
• How to choose between specified tests, bounded autonomy, and adaptive agents

We used the same approach when Microsoft retired Azure Playwright Testing. Teams using the product suddenly needed to evaluate where to migrate. Endform published a guide to the available alternatives while those decisions were being made, mapping the options across execution, reporting, and long-term test analysis.

4. Removing the publishing bottleneck

Finding the right topics would not matter if drafts continued waiting for founder availability. We introduced a repeatable briefing, review, and editing workflow. Recurring formats, including product comparisons, received templates so writers and reviewers knew what each article needed to cover before drafting began.

This reduced the amount of back-and-forth required from Endform’s founders. Once an article reached the Endform team, they could review it quickly, move approved ideas into publication, and begin distribution while the subject was still relevant.

Results

Within four months of working with Hackmamba:

• Overall site visitors doubled
• Google search traffic grew to nearly 4× its previous level
• Endform moved from publishing roughly once every two weeks to a more consistent content cadence
• Articles gained traction within the Playwright communities Endform wanted to reach
• The founders gained a repeatable system for identifying topics, reviewing content, and responding to changes in the Playwright ecosystem

We're 4 months in with working with Hackmamba, and overall page visitors have doubled while google search traffic is close to 4x. On top of that we've had blog articles that have really made a splash in the right communities.- Jakob Norlin, Co-founder, Endform

The growth came from a combination of high-intent search content and the ability to move quickly when new topics emerged.

Comparison pages put Endform in front of developers already evaluating specific Playwright tools. Content around Playwright MCP and agentic testing allowed the company to participate in emerging conversations before keyword tools reflected the demand. Timely coverage of the Azure Playwright Testing retirement gave teams useful information while they were actively evaluating alternatives.

Just as importantly, the publishing system meant this no longer depended on the founders finding a spare afternoon to write.

Closing thoughts

Endform already had the technical expertise needed to create useful content. The constraint was turning that expertise into a consistent search and publishing programme while a two-person team was focused on building the product.

Hackmamba provided the research, prioritization, technical writers, editorial workflow, and publishing cadence around that expertise.

Four months later, overall site visitors had doubled and Google search traffic was approaching four times its previous level.

Hackmamba are great at driving content strategy from inception to execution, and they are very reasonable on pricing. A great fit for an early stage dev-tools startup!- Jakob Norlin, Co-founder, Endform

If content still depends on finding a spare afternoon, Hackmamba can help, we are a technical marketing agency, we help build the strategy and publishing system around your product. Book a call with Hackmamba