Into23

Into23 is one of the best and biggest B2B translation and localisation companies in Hong Kong, the city at the threshold of the China market. Having just purchased a white label client relations portal software, they were suddenly able to scale up their operations significantly. Suddenly, the main obstacle in the way of growth was qualified B2B leads. We were therefore brought in to optimise all aspects of their B2B lead acquisition funnel and increase the number of leads per week.

Task

We started out by doing a full audit of the company’s current lead strategy, which revealed a significant disconnect in messaging between what his potential customers were looking for and what he was communicating. This was characterised by a high bounce rate, low engagement, and absolutely no leads. Our solution was a combination of service offerings:

• Pivot the messaging from “traditional” translations services to emphasising their use of technology and automations more. The sales pitch is that, when coupled with human edits, this process keeps the quality high, and the pricing low.
• Redesign their branding to modernise the brand and emphasise the “tech” feel.
• Rewrite all the website text to be more inspiring and educational. We worked extensively with the client to increase the amount of text on the site x5.
• Redesigned website with improved UX, worked with online platforms, PR distribution firms, and industry leaders to beef up company credentials.
• Completed the Front-end WordPress website development with 0 downtime to website operations.

The results of these changes were as clear as night and day: the website now has a Google Performance score of 97.2 out of 100 and we witnessed an immediate 55.5% decrease in bounce rate.

SEO & Content Creation

Into23’s clients would typically have consistently regular translation requirements, such as an eCommerce store or eLearning platform. Our goal was simple: capture the attention of small business owners, marketing managers, and project managers and drive them to the website. This consisted of:

• Locating 100 translation related long tail keywords that show intent to buy,
• Integrating these keywords into the website text to make the text keyword “rich”,
• Misc. onsite and offsite website optimisations for search engines,
• Development and upload of 3 optimised blog posts per week, written by writers with experience in the translation industry in order to provide valuable insights to the reader,
• Social media content development and distribution,
• Custom monthly report containing visual and actionable data.

Along with the rewrite of the website text, the increase of users after the first month of publishing content was 69,600%. In addition, we saw a 400% increase in the number of ranked keywords in the same time period.

Paid Advertising

Following extensive research, we worked out that our target audience was under 3% of all individuals typing translation related queries into the internet. That’s a very small niche! In order to reach them and only them and not waste ad budget, extensive work had to be done to optimise these campaigns. This consisted of:

• Launching not just Google Ads, but Microsoft Ads, Quora Ads, Meta (Facebook and Instagram) Ads and even LinkedIn Ads as well. In fact, we have some very interesting data in terms of the success of these campaigns, don’t hesitate to contact us, we would be happy to discuss the results.
• Working extensively within each platform to maximise usage of all targeting tools.
• Developed custom landing pages with actionable special offers to increase conversion rate.
• With the ad budget we were given, were successful in driving approximately 400+ new users to the website, which brought us to an average Cost-Per-Click under US$0.8, well below the average Google CPC of US$2.6.

The Website

Our goal was to optimise each page for a specific service solution. Allowing the audience to land on exactly the solution that are seeking, building trust with high-quality text and simple UX design, and getting them to fill in the contact form. To achieve this we:

• Standardised the existing branding into a coherent design strategy and consolidating it into a style guide,
• Worked with the client to increase the amount of content (text, images, UI elements) on the website x5,
• Designed new page layouts with improved UX, optimised for converting users to clients,
• Completed the Front-end WordPress website development with 0 downtime to website operations.