Obility’s SEO strategy played an important role in helping TurnKey Lender generate millions of dollars in pipeline revenue. The primary objective of TurnKey Lender and Obility was to enhance lead quality rather than focusing solely on lead quantity through a three-pronged approach involving refining keyword strategy, improving the user experience on the website, and updating landing pages with ICP targeted content.
The Objective
TurnKey Lender and Obility’s primary objective was to prioritize lead quality, specifically catering to the needs of B2B users seeking loan servicing. To do so, TurnKey Lender and Obility had to address the challenge of separating consumer traffic from B2B traffic. Due to the nature of TurnKey Lender’s business (providing loan services to businesses), they were getting a lot of inquiries from people looking for personal loans, which artificially increased the number of leads, and wasted time and sales resources.
How We Did It
In this section we’ll explore Obility’s three-step process to improve the quality of the traffic on TurnKey Lender’s site.
Step 1: Refining the Keyword Strategy to Focus on B2B Users
Obility refined TurnKey Lender’s keyword strategy, concentrating on business-specific and longer-tail keywords. This strategic shift resulted in the decline of consumer-oriented keywords (such as “automotive lending”, ”auto financing” or “payday loan”) and the rise of B2B-focused terms (including “microfinance software”, “consumer lending software”, and “lending management system”) that are now ranking in the top 5 positions in the SERP.
Step 2: Updating Landing Pages with Targeted Content
Turnkey Lender reached the target audience by optimizing landing pages for the new target keywords and conversions. Key enhancements included the addition of a new FAQs section with schema markup, the creation of content featuring TurnKey Lender’s proprietary terms as well as the terms used by the industry, the addition of endorsements from reputable sources such as Gartner and Deloitte, and a visual overview of TurnKey Lender’s top benefits for B2B users.
Step 3: Improving User Experience on the Website
Once the right B2B keywords were in place and started ranking, Obility prioritized optimizing the website for a positive user experience. This involved significantly improving website speed and reducing load time from 13s to a 4s thanks to removing unnecessary animations and compressing of images. In addition, the content was streamlined by pruning outdated content and redirecting older landing pages to updated ones.
What We Achieved
Since the beginning of the partnership between Obility and TurnKey Lender we have generated 420 leads, 372 marketing qualified leads (MQLs), 89 opportunities, and an impressive $8.3 million in pipeline revenue. This success highlights the effectiveness of a customized SEO strategy in attracting the right audience and converting them into valuable business opportunities.
About Turnkey Lender
TurnKey Lender engineers are the brilliant minds around the globe that create the most intelligent, secure, and user-friendly lending automation based on meticulously written business requirements and specifications. This is a battle-tested crew of smart technicians who dig till they find the solution to your exact challenge and implement it successfully.
About Obility
Obility is a B2B digital marketing company with a core in revenue operations. We help B2B companies improve lead quality and increase pipeline through paid search, paid social, and SEO campaigns. Based in Portland, Oregon, we’re a fast-growing agency with a global client base ranging from early-stage start-ups to multinational enterprises.