Jonite
At A Glance
48%
2x
Client Testimonial
Backstory
Backstory
But what if a business really had products that were one of a kind with only a handful of competitors across the entire industry? Growth and profitability would surely be a cakewalk for them, right?
Well, not unless their target audience is well aware of their brand and offerings – a feat that can only be accomplished with effective marketing. And this is exactly what Jonite was struggling with when they reached out to us.
Challenge
Challenge
Their products are environment-friendly and can be tailored to suit a variety of environments and applications allowing hardscape architects to transform ordinary spaces into extraordinary ones. Headquartered in Singapore, Jonite has a global presence and has been associated with projects like the Burj Khalifa, the Jewel Changi Airport, and the Florida State Capitol among countless others.
But in spite of it all, Jonite were facing some serious challenges. Not many developers and landscape architects were aware of their brand and products. And because of this, they weren’t getting too many leads. That’s when they thought of reaching out to us.
When we started working with Jonite earlier this year, we uncovered the following key issues:
Warped Brand Perception
For example, we spoke to a Master Landscape Architect from the US who felt that Jonite’s products are very elegant and aesthetically appealing besides being durable.
However, Landscape Architects from Singapore had a different opinion. Most of them were aware of the Jonite brand but they felt that their designs were more rustic and weren’t quite modern or contemporary.
In reality, however, Jonite’s designs were extremely modern and cutting-edge. So, what was the real reason behind this warped perception in the minds of their target audience?
We quickly realized that it was because of their poorly designed website.
As can be seen in the screenshot above, the copy used to be extremely wordy and lacked relevant calls-to-action.
Most importantly, it did a very poor job of showcasing their range of products and designs. This, in fact, is a very important factor that landscape architects consider when they shortlist vendors (as revealed in our buyer persona interviews).
Naturally, the website copy (which was optimized for search engines) did a good job of getting traffic but failed to convert them.
When a landscape architect searches for vendors online, they prefer to view images of a vendor’s offerings and designs than to read lengthy descriptions about them. However, Jonite’s old website offered a very poor impression about their offerings and so they were losing out on leads.
The Lack of a CRM Platform
This was an extremely inefficient method which severely impacted the performance of the sales team resulting in numerous missed opportunities.
Ineffective Email Marketing
The lack of a CRM solution further prevented them from leveraging crucial sales data to run successful email campaigns. This meant that the sales and marketing teams couldn’t collaborate effectively, resulting in inefficient and ineffective campaigns.
Inefficient Account Based Marketing
However, they felt that this was proving to be quite ineffective and did not deliver the kind of results they were looking for at all.
Solution
Solution
When we started working with Jonite earlier this year, they were getting around 20 leads a month from their website. So obviously, some serious changes were in order.
It started off with a complete website redesign. As you can see below, the new design is a vast improvement compared to the old one and is a treat for the eyes.
While we weren’t involved in the implementation of the new design, we supported the project massively by writing the copy for every single webpage.
We conducted extensive keyword research for each page so that their product pages could secure a prominent position in Google’s search results.
So, we identified all the toxic backlinks to their website and disavowed all of them.
The next step towards streamlining the marketing and sales process for Jonite was to move from their existing Google Sheets based tracking and reporting to a robust CRM platform.
HubSpot was an obvious choice given our previous experiences using the platform and also because their marketing and sales platforms can communicate with each other effectively, thus allowing both teams to collaborate efficiently.
You can read more about how we supported Jonite in their sales process to close a total of $3.3 million in sales here .
One of the first things we did was to help set up the customer lifecycle stages in HubSpot. This would help Jonite create and share content that’s tailored to the needs of their prospects based on which stage of the customer journey they’re in.
For example, a person who has filled out a form that has only two fields are likely to be in the initial stages of the buyer’s journey whereas someone who fills out a contact form are likely to be further down the journey. Knowing where a particular lead is in the customer lifecycle helps you send them relevant marketing communication to reinforce your relationships with them and move them further down the sales funnel.
So, we created some lead capture forms which would appear on Jonite’s revamped website to help convert a good amount of the incoming traffic into leads.
For example, when a visitor wants to download any of their product catalogues, specifications, or other product details, they would need to fill out the form below. In HubSpot, we defined such leads as Marketing Qualified Leads (MQLs).
Or if a website visitor goes to their Contact page or clicks on the Contact Us call-to-action button on any webpage, they would need to fill out the form below. We defined these types of leads as Sales Qualified Leads (SQLs) in HubSpot.
This greatly helped with the reporting and tracking of sales and marketing data. We could easily see how leads were flowing from MQL to SQL, what percentage of SQLs were converting into opportunities and so on.
3. Set Up Effective Email Campaigns
3. Set Up Effective Email Campaigns
We also created workflows in HubSpot that determined how and when the next set of lead nurturing emails would go out (depending upon the actions taken by any particular lead).
As you can see from the screenshot above, the open rates of these emails went as high as 44.41% which is a clear indication of how effective these lead nurturing emails were turning out to be.
In addition, recipients were actively engaging with these emails. For example, they would click on the reply link as can be seen in the email below to book a call with a sales rep.
Setting up the customer lifecycle stages in HubSpot provided another benefit for sales representatives. They could easily filter their contacts based on their lifecycle stages and use their downtime to engage with them based on their interaction patterns or actions taken on the Jonite website.
For example, when you click on one such contact, you’d be able to see a complete list of their interaction patterns – how they became a lead, what forms they have filled out, what they have downloaded, which pages they’ve viewed, and which emails they’ve opened.
All of this can arm sales representatives with some very useful ammunition to assess the level of interest of a contact and have meaningful conversations with them.
We also helped Jonite set up the Lead Score in HubSpot by assigning every lead a certain number of points for each of their interactions such as downloading a brochure, filling out a form on the website, opening a marketing email and so on.
If the cumulative score for an MQL crosses 10, then its lifecycle stage would automatically be set to SQL, thus allowing sales representatives to have a steady source of inbound leads to engage with.
Results
The revamped website immediately elevated Jonite, helping them showcase their fabulous designs and value proposition effectively to their target audiences.
Our copywriting, content strategy, and SEO efforts helped them gain a prominent position in SERPs thus drawing in greater traffic. And the lead capture forms we created in HubSpot together with the lead nurturing email campaigns helped to bring up their conversions.
As a result of these efforts, the number of organic leads generated from Jonite’s website more than doubled within 2 months and organic traffic went up by 48%.
Our Approach
When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:
- SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
- Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
- Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
- Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends
Comprehensive SEO Audit
We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.
Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.
Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.
Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.
It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.
This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:
Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.
The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.
Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.
Tracking & Monitoring of Collectius’ Web Performance
To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.
With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.
Digital Content Strategy
Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.
This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.
From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.
Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.
Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.
Backlink Acquisition
To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.
Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.
As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.
This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.
Outstanding SEO Results for Collectius
Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:
Significant Traffic Growth
Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.
Expanded Keyword Reach
There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.
Top Rankings in Local Searches
Collectius' website achieved first-page rankings on Google's Search Engine Results Pages (SERPs) for targeted searches in Singapore and Malaysia. Ranking on the first page for relevant searches significantly boosted their brand's visibility and accessibility in these key markets.
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