A Lofty Challenge

Following residency in public hospitals, Dr. Mizan Marican made the decision to start his own private practice in Singapore. Dr Marican has a deep passion for helping people restore quality of life through his orthopaedic surgeries.

Despite his passion, he was launching his business with no clientele, no website, and no marketing plan.

Dr. Marican approached our team at Brew Interactive with lofty goals. We committed to help him reach them. He would need help:

Solidifying himself into the orthopaedic surgery market with a new practice
Launching a beautiful website that would catch the attention of prospective clients
Generating qualified leads from the start
Breaking into the competitive Indonesian market

Detailed Persona Creation

Before writing copy or mocking up a website design, we needed a deep understanding of Orion’s ideal clients. We held extensive interviews with Dr. Mazicon and a couple of his early clients to develop persona profiles and build out:

Customer lifecycles
Ideal tone of voice
Key messaging
A research-backed content calendar
Primary calls-to-action

Highly Optimised Site Development

Modern design is nice, but speedy load times are a must. While designing the site, we optimised it for speed and search engine visibility. Our team made each page as search engine friendly as possible through keyword-rich copy, captivating headings, and optimised metadata.

We paid special attention to site speed and load times, ensuring images were compressed, large files were minified, and big assets were lazy loaded. We also made sure we set the site up in a way Orion’s team could easily make additions in the future. HubSpot CMS made this process seamless.

Effective HubSpot Chatbot Configuration

If our site visitors still have questions, we direct them to a helpful chatbot who will quickly and efficiently answer their question, help them determine what kind of procedure they might need, or help them schedule a consultation.

Not all chatbots are actually helpful, so we took the time to work with Orion to ensure their chatbot would guide site visitors to what they needed. We integrated the HubSpot chatbot to seamlessly fit into the design and feel natural throughout the site.

Targeted Google Ads + Standout Facebook Ads

To drive traffic and generate leads, we ran Google Search Ads targeting high-value, high-intent keywords as well as Facebook Ads targeting those likely to be in need of an orthopaedic surgery. We placed a heavy emphasis on targeting patients from Indonesia, where there’s a big market for orthopaedic surgeons. We tracked all of our campaigns through HubSpot, where we are quickly and easily able to see which campaigns are leading to the highest ROI.

HubSpot Marketing Pro Setup & Configuration

In order to accurately track prospects, automate prospect nurturing, convert more leads, and report effectively on all things sales and marketing – we set Orion up on the ProHubSpot’s Marketing Hub. We configured simple dashboards to help Orion’s team see the metrics that matter most, we created automated workflows to automate much of the sales process, and we organised their lead stages to efficiently track deals.

35% Increase in Prospective Clients

The site wasn’t just driving stagnant traffic – our landing pages were converting at a high rate from the start thanks to conversion-focused content, microcopy, and headings. Many of these conversions became Orion clients.

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.