FinTrust Solutions
FinTrust Solutions was born in 2019 from the financial expertise of Sipho Mthembu and Claire van Wyk to offer Pretoria-based B2B financial solutions including investment management tools, compliance services and advisory support to South African small and medium-sized businesses and financial advisors.
FinTrust Solutions supports 10 financial sectors and has received 150 client reviews in 2024.
The South African B2B finance market was $994 in 2023 as small and medium-sized businesses adopted digital solutions to meet JSE compliance and grow their investments.
FinTrust Solutions partnered with EcoSEO to improve its search engine rankings and generate more qualified business leads. Below is how our team transformed FinTrust into a financial powerhouse.
Lead Time: 6 Months
Sector: Financial Technology
Target Type: B2B
Demographic: Financial advisors and SMB owners, aged 30–60
Website Goal: Increase organic traffic and generate high-quality leads for financial solutions.
Services: Keyword Strategy, Content Optimization, Mobile Optimization, Local SEO Enhancement, Reporting Automation
80%
Boost In Organic Traffic
The Challenge
The company had a great reputation but its organic website traffic was 2K monthly visits according to Semrush data which limited potential customer interactions.
The website wasn’t ranking for key terms including “South Africa investment tools” and “JSE compliance solutions.”
Key challenges were:
The marketing team had only 10 hours a week to do optimization work as they didn’t have enough SEO resources.
- The content was competing internally as different pages were using the same target keywords.
- The website was not mobile friendly which affected user experience and search engine rankings for mobile dominated queries.
- The platform wasn’t optimized for local search terms which resulted in reduced visibility for South African financial search queries.
- The reporting system was not efficient which made it difficult to use data for content optimization decisions.
Sipho and Claire reached out to EcoSEO in May 2024 to boost FinTrust’s organic search performance and attract financial industry prospects in their competitive market.
Content & Keyword Analysis
EcoSEO developed an individual SEO strategy for FinTrust through competitor research of South African and worldwide financial platforms to enhance their online presence and generate more leads.
Targeting Strategic Keyword Groups
The Semrush Keyword Magic Tool revealed two high-intent search terms, which are “JSE compliance software” and “South Africa investment management.
The team developed 25 content pieces, which used Yoast SEO to differentiate between keywords because they wanted to prevent internal competition. The pages received 25% more traffic, according to Google Analytics, while Search Console data confirmed 2,000 keyword rankings.
Optimizing for Thought Leadership
Ahrefs' Content Explorer helped us analyze successful financial content, so we developed 15 educational resources about JSE Regulations and Tax-Efficient Investing for Small Businesses.
The content distribution on LinkedIn helped expand the audience reach of the material. The 20% rise in Google Analytics engagement metrics helped FinTrust establish itself as a leading authority in its field.
Mobile Optimization & Local SEO
Mobile Optimization
Screaming Frog audit results revealed that mobile performance needed improvement because pages took too long to load and designs failed to adapt properly to different screen sizes.
The implementation of TinyPNG image optimization and responsive design elements resulted in a 30% improvement of mobile page speed, according to Google Search Console data.
The mobile bounce rates decreased by 15%, according to Google Analytics data.
Local SEO for South African Audiences:
The Semrush Keyword Magic Tool allowed us to find local search terms, such as “Pretoria financial software” and “Cape Town investment tools.
We optimized 10 pages that focused on specific locations through Google Search Console while adding local business listings to the platform.
The number of South African visitors to the website increased by 22%, according to Google Analytics.
Streamlining On-Page SEO
The Semrush On-Page SEO Checker helped us optimize product and guide page elements, including meta titles, descriptions and H1 tags, for South African financial solution keywords.
The combination of Google Search Console and Google Analytics data revealed a 10% boost in click-through rates.
Automating Insights with Dashboards
The Google Data Studio platform enabled FinTrust to build weekly dashboards for monitoring website traffic and lead generation and keyword position tracking, which reduced their team's work by 6 hours each week.
Ahrefs' Rank Tracker system monitored competitor performance, which allowed FinTrust to maintain its position for JSE compliance tools and other related terms.
The Results
EcoSEO achieved the following results through their implemented strategies within a six-month period.
- The website received 80% more organic traffic during this period, as visitor numbers increased from 2K to 3.6K per month.
- The number of new leads generated through the website increased by 150% during this period, reaching 100 monthly leads.
- The keyword rankings for FinTrust reached 2K while the company achieved 150 position 1 rankings (+30%), 200 position 2 rankings (+50%) and 300 positions between 5-10 (+60%).
- The Google Analytics data shows an 8% increase in lead-to-meeting conversion, indicating that the company attracts better quality leads.
- The Domain Authority of the website increased from 20 to 25, while the team obtained six high-quality backlinks.
- The website bounce rate decreased by 12%, indicating that users experience better navigation on the site.
The guide “Navigating JSE Regulations for SMBs” from FinTrust Solutions attracts 500 monthly readers due to its targeted content and local search engine optimization. The company expanded its social media presence through LinkedIn, where it gained 1,500 followers, X.com, where it reached 2,000 followers, and Facebook, where it gained 900 followers.
EcoSEO combined their technical expertise with FinTrust's goal to help South African small businesses and financial advisors. The team used Semrush and Yoast SEO and Google Data Studio to enhance content optimization and mobile and local search engine optimization and reporting functions.
The company FinTrust Solutions has improved its lead conversion rates while establishing itself as a major player in the B2B finance sector.
Technical Tools:
Screaming Frog, Semrush, Yoast SEO, Ahrefs, Google Search Console, Google Data Studio, TinyPNG and Google Analytics
SEO Services
Keyword Strategy, Content Optimization, Mobile Optimization, Local SEO Enhancement, Reporting Automation
What Our Clients Say
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