St. James’s Place
At A Glance
43x
90%
Client Testimonial
Backstory
Backstory
With offices in Hong Kong, Singapore, and Mainland China, it is one of the largest wealth management companies catering to high-net-worth individuals, families and business owners, across the local and expatriate communities in Asia.
St. James’ Place maintains a thorough understanding of their clients’ financial needs and aspirations and is committed to offering bespoke advice, covering insurance solutions, retirement planning, investment advice, and intergenerational wealth planning.
Challenge
Although St. James’ Place is a reputable company and had grown organically over
the years, they realized they weren’t generating the volume of leads they hoped
to. These were the three key challenges they were facing.
Relied on Traditional Lead Generation Methods
However, given their size and the fact that they were listed on the London Stock Exchange, they realized that if they wanted to grow rapidly, they couldn’t afford to solely rely on the referral business.
High Cost Per Lead and Low Conversion Rate
They worked with a digital marketing agency for three months and ran a Google AdWords campaign to generate leads.
However, the results were not impressive – they spent USD 34,200 on the campaign which saw a high cost per conversion (USD 5,680), a conversion rate of only 0.1% and a handful of leads.
Unoptimized and Cluttered Landing Page Lacking Strategy
While the St. James’ Place team did the best they could, the landing page lacked strategy and a value proposition – it failed to communicate what was in it for potential clients.
The page was cluttered with an overload of information, had a generic offer (Contact us today) and lacked visual elements. This made it uninviting which resulted in visitors leaving the page without converting.
Due to these reasons, they decided to approach a specialized digital marketing agency. Enter Brew Interactive.
Solution
The first thing we did was work closely with the St. James’ Place team to understand their business, solutions, audience, and challenges.
Being into financial services, it was extremely important for the company to educate prospects on the products and solutions they offer and build trust in order to push prospects down the sales funnel.
Hence, we strategized with the marketing team and came up with monthly and quarterly lead generation campaign ideas such as the Wealth Protection brochure, Asia Investment Conference and the UK Property Tax guide.
These were all ways to attract prospects and acquire new leads which were then passed over to their financial advisors to close.
The first change we made was to re-produce an optimized landing page.
Based on our experience with landing page creation, we revamped the copy to make it more action-oriented and used the kind of imagery that has worked in the past.
Considering the nature of the industry, we realized it would be more effective to acquire leads from an MQL standpoint. Due to this, we replaced the ‘Contact Us’ offer with ‘Download the Guide’ which gave prospects access to a complimentary brochure.
Through this, we wanted to pique prospects’ interests, educate them about what SJP offers and win their trust to nurture them along the sales cycle.
Apart from revamping the landing page, we ran ads across multiple channels, such as Facebook, Google and programmatic networks.
In order to ensure that the ads were served accurately to St James’s Place core audience of high networth individuals, we leveraged on third party data and location-based targeting.
St. James’ Place would organize the Asia Investment Conference every year as a way of educating their clients, showing thought leadership and establishing their expertise.
They hosted the Asia Investment Conference in Hong Kong, Singapore and Shanghai. This conference brought a panel of distinguished speakers from around the globe to discuss and share insights on Asia’s rapid growth and rising global influence.
We saw this event as an opportunity to acquire new, high-quality leads. Hence, we ran a campaign on Facebook and multiple other channels to promote the event and drive registrations.
The page ended with a strong call-to-action and simple form, encouraging users to register for the event.
Towards the end of the year with the tax season approaching, we decided to develop and launch the UK Property Tax guide. It was used to educate people living outside of the UK on the tax implications of owning, acquiring, renting or selling a UK property.
As St. James’ Place offers valuable tax-saving and investment opportunities advice, we thought it would be the perfect time to launch this guide as a lead magnet and acquire new leads.
Once again, we ran ads on multiple channels and optimized basis performance, to create awareness about the guide and get people to download it.
These ads were targeted to UK expats in Hong Kong and Singapore. On clicking the call-to-action button (Download), they were directed to a landing page.
This landing page enlisted what the UK Property Tax guide constituted of and ended with a download request form.
We introduced St. James’ Place to Pardot, a powerful B2B marketing automation tool by Salesforce.
It was used to streamline the lead generation and nurturing process which involved sending automated emails based on pre-defined triggers, qualifying leads and offering a personalized experience.
Here’s an example of a workflow we created to engage new leads. It was centered around welcoming new leads, delivering a personalized experience and familiarizing them about SJP and what it offers.
Pardot also proved to be beneficial in aligning the sales and marketing teams because the Salesforce CRM gave the teams access to customer insights and prospect activity history, enabling everyone to be on the same page and work towards a common goal.
We used the multi-touch attribution tracking feature which helped us get an overall view of how each of the campaigns are performing across the buying stages and accordingly decide how to optimize the marketing budget.
Results
Owing to Facebook’s accurate targeting capabilities, it turned out to be one of the most effective channels and enabled us to appeal to the high network individuals we set out to reach.
So, in three months, we carried out three successful campaigns, resulting in a 43X increase in leads with an average cost per lead of USD 27.78 which marked a 90% drop in cost per lead.
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.
Recent Case Studies
Want similar results?
Get in touch to see how we can help.
BREW INTERACTIVE
Digital Marketing Agency in Singapore and Malaysia
SERVICES
SERVICES
- Search Engine Optimisation - SEO
- Digital Reputation Management
- Account Based Marketing
- B2B Marketing Agency
- AI Lead Generation
- AI Automation Agency
- Content Marketing
- Social Media Marketing
- Baidu
- Xiao Hong Shu
- Digital Marketing PSG Packages
- Sustainability and ESG Marketing Agency
- Financial Services and Fintech Marketing Agency
- Software as-a-Service (SaaS) Marketing Agency
- Technology Marketing Industry
- Healthcare Marketing Agency
- Education Marketing Agency
SUBSCRIBE
CONTACT US
Singapore Office:
111 North Bridge Road, #08-11, Singapore 179098 Malaysia Office:
Level 5, Guoco Tower, 6 Jalan Damanlela, Damansara City, Bukit Damansara, 50490, Kuala Lumpur
© Brew Interactive 2026. All rights reserved.
