LBD #014: A Tool Is Making 5 Figures While Helping People Switch Lettercases

Jason used to get bombarded with emails in ALL CAPS. He felt people were shouting at him, and he did not like it a bit. Who does?

To fix this, Jason created a site that converts lettercases and made it public.

Soon it got picked up by search engines, and today the site makes $20,000 in revenue & 2.3 million views every month.

Let’s decode why such sites are still thriving despite AI doing it faster.

Business Model

ConvertCase.net makes money by running display ads on its free online text tools. All features are open to users at no cost, and revenue comes entirely from Google Ads. There’s also an optional donation page, but ads are the main business model.

SEO Lessons To Learn From Convert Cas:

#1 On-Page SEO:

The site ranks #1 for exact match keywords like “case converter” & high-intent keywords like “uppercase to lowercase“

The homepage title is straightforward: "Convert Case | Convert upper case to lower case, lower case to upper case and more!" No fancy marketing speak, just what people search for.

Convert case doesn’t just do one thing. If it were, it would’ve disappeared by now. The tool is a house to 50+ tools helping users with text formatting, code translation, image converters, and more.

Each tool gets its own page with clear headings. The site structure uses proper H1, H2, and H3 tags throughout, with 19 H3 headings on the main page alone.

This isn't an accident. It helps search engines understand what each section covers.

There are several ‘AI-search-proof’ tools like Strong Password Generator & UUID generator that AI search cannot steal traffic from.

You’d think why people would use tools from sites like Convertcase and not AI tools for operations like generating strong passwords or UUIDs.

Think in terms of workflows.

The site expanded from basic case conversion to include 50+ text tools like binary translators, random generators, and formatting tools.

Each new tool creates another page that can rank for different search terms. More pages mean more chances to show up when people search.

The numbers are crazy. 4.89M visitors and each visitor visits at least 2 other pages on average. That’s 9.78M pageviews every single month.

The top country visiting this tool is India, and the site ranks number #1 for several keywords in India.

Pages are like Unicode, Plain text converters, & Sentence case converter are the most used tools in India.

While Invisible Text Generator & Wingding Converter is being used the most in the US.

This explains the variety of tools CaseConverter offers for audiences from various countries.

Caseconverter gets 92.88% of visitors from desktop, and nails the core web vitals for the desktop version.

The bounce rate has a different story. 67.96% of visitors bounce off after landing on convertcase. Below is the journey of the visitors.

If you notice closely, people are bouncing off to Google search and ChatGPT. I could think of a couple of reasons behind this.

1. They might need more than just text case changes.

2. They might be researching or working on a bigger task.

3. They might be curious or double-checking the tool’s output.

#2 Off-Page SEO:

I have observed this time and again, what goes into theory & documentation pages, doesn’t always holds true in real life.

Google said backlinks are irrelevant & I bought it. But in reality, such simple tools get tons of links & naturally rank for several keywords.

This domination continues for years. The same happened to convertcase.

The site has 2.5k referring domains & 22.4k backlinks, which is insane for such a simple tool. Sure, it’s declining, but it can be fixed.

Here are a few quick ways to build links naturally:

1. Find sites that link to competitor sites

2. Find unlinked mentions from Google search

3. Look for roundup posts and write niche edit copy

#3 Technical SEO:

The technical setup is solid but not overcomplicated. The site loads fast, with a 0.12 second response time is at the core of technical SEO success.

It uses CloudFront for content delivery and Amazon hosting, which keeps things reliable. The page size stays reasonable at 20.36KB with a decent code-to-text ratio of 41.86%.

ConvertCase.net works well on mobile devices and passes Google's mobile-friendly test. This matters because plenty of people need to fix text case on their phones.

The site has proper SSL certification from Amazon and shows up as safe across security checks.

The URL structure makes sense. Each tool gets its own clean path, like /word-frequency-counter/ and /slugify-url-handle-generator/. No messy parameters or confusing navigation.

Areas Of Improvement & Business Lessons:

Jason's approach was refreshingly simple. He didn't dump money into marketing or chase investors. After building the prototype in 2006, he just submitted it to Google and let organic growth do the work.

The site grew because it solved a real problem that lots of people still have. The key is staying focused on the core need while gradually expanding.

ConvertCase.net started with basic case conversion but now includes tools for removing formatting, generating random content, and even converting between image formats. Each addition builds on the main theme of text manipulation.

The business model is straightforward, the site appears to monetize through ads & donations while keeping the tools completely free.

This removes barriers for users and increases the chances they'll return or recommend it to others.

Jason kept operating costs minimal. At $20 monthly hosting costs generating $20,000 in revenue, the profit margins are extraordinary.

This proves you don't need expensive infrastructure to build something successful online.

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