Lendela
At A Glance
45%
42%
Client Testimonial
First of all, Brew was very attentive from the start and made sure to get all information needed before taking over the account. I felt that Brew wanted to learn from Lendela’s own experience within performance marketing and data collection to be able to deliver better results as soon as possible. It seemed like we were very well synced from the start in terms of how we wanted to work together and how we would prioritise things. Another thing is Brew’s availability and sense of urgency. Earlier, I had often experienced that I was more on top of the performance numbers / trends and quicker to foresee challenges than the agency itself, but Brew really showed me that they are on top of their work. It shows both in their results, their analysis and the way they are always reachable.
I think Brew’s approach from the day they took over the account helped us to reach good results much faster. The whole approach was about learning and understanding the (fairly advanced) customer acquisition funnel that we have built, to avoid unnecessary mistakes or re-do things that proved not to work before. Brew also took part in our project of building APIs with Google Ads to optimise bidding on “offline” conversion data. Finally, I have received many tips on how to navigate the Singapore advertising arena in general – everything from insights about Singapore culture and audience behaviour, to connecting me with experts within OOH media buying, designers and potential business partners.
Apart from above examples, I’d say that Brew is always prepared to walk the extra mile for a client and will also help you with stuff that isn’t necessarily in the performance marketing scope. Like I mentioned above, Brew has been giving me tips about whom to talk to or how to go about a certain marketing project in the best possible way, more than one time. There are no hidden agendas or complications when working with Brew, which makes them more of a partner than a provider, and that in turn builds a lot of trust.
Finally, since our first month with Brew, our performance marketing has grown by 45% (no. of conversions), and we have also built a healthy performance marketing foundation for further growth throughout the year.
Backstory
They believe that all people deserve the best possible loan they can get – as well as a fast, seamless and online based application journey. They simplify the loan application process and pride themselves on delivering the right customer to the right lender.
Backstory
They believe that all people deserve the best possible loan they can get – as well as a fast, seamless and online based application journey. They simplify the loan application process and pride themselves on delivering the right customer to the right lender.
Challenge
Prior to working with Brew, Lendela was spending more than $50K per month in ad spend, but failing to hit their target CPL (cost-per-lead) number each month. In addition to a high CPL, many of their leads were of poor quality. Lendela was in need of far better leads with higher loan quantum at a lower cost.
The Solutions
More Effective Facebook and Programmatic Ads
Lendela was already running Facebook ads prior to working with our team, but they weren’t converting efficiently. We performed in-depth persona and audience research to pinpoint our messaging and move ad viewers to action.
We also utilized our massive database of advertising data to A/B test and get Lendela great results quickly.
High Intent Google Search Ads
We knew loan-related keywords are very popular, high volume search terms. So in addition to running Facebook and Programmatic Ads, we also rolled out Google Search ads to capture the attention of those already searching for loan solutions.
These searchers are already seeking solutions Lendela offers, so thanks to effective messaging and an optimized landing page, we were able to convert at a very high rate.
Results
They’re now connecting more qualified borrowers with lenders than ever before.
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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