SEO & CRO | Case Study
Startup to Standout:
How FinScore Scaled with SEO & CRO
FinScore, a B2B fintech company offering alternative credit scoring powered by telco data, set its sights on becoming the go-to provider of real-time credit scoring in the Philippines. But in 2020, they faced a critical roadblock: a newly built website that was invisible to Google Search.
Partnering with Truelogic, they embarked on a four-year journey where a tailored SEO and CRO strategy built authority, drove organic traffic, and improved lead quality, turning a hidden startup into a recognized leader in the country’s fintech space.
The Challenge
Launching with Zero Search Visibility
FinScore entered the fintech space with innovative credit tech, but no organic search presence.
Their goals:
- Build brand awareness and authority in a nice B2B space.
- Drive organic traffic from financial institutions.
- Improve lead quality through digital channels.
To achieve these, they needed a search-first strategy that could scale with their growth.
The Solution
SEO + CRO aligned to every stage of growth
SEO Strategy
When FinScore was starting out, Truelogic laid the groundwork with technical SEO, improved site structure, and on-page optimization to help the brand build authority and start ranking.
Once rankings were in motion, the strategy shifted toward driving consistent traffic through high-quality, intent-matched content.
To improve lead relevance, Truelogic refined content across key pages to speak directly to FinScore’s ideal B2B audience, ensuring that the traffic coming in wasn’t just high in volume, but aligned with their business goals.
CRO Strategy
Truelogic conducted a CRO audit in early 2023, identifying areas of friction and opportunity across the website. The team focused on three key service pages:
- Homepage
- Alternative Credit Scoring
- Telco Credit Scoring
Recommendations included:
- Clearer, action-oriented, and intuitive CTAs
- Simplified layout and visual hierarchy
- Messaging tweaks to better communicate value to business decision-makers
These refinements were implemented in September 2023 to guide more qualified users deeper into the funnel.
The Outcomes
From invisible to unmissable
9,000 visitors monthly
a 4,500% increase in monthly visitors since 2020*
40 keywords
in the top 3 search positions
300% increase in qualified leads
after CRO rollout
10% increase in B2B qualified leads
after content refinement
10% jump in lead-to-sales endorsement rate
from 25% to 35%
With SEO and CRO working in sync, FinScore is no longer just discoverable, they’re now closing deals with higher-value clients and leading the conversation in alternative credit scoring.
“Truelogic has helped FinScore reach more of the right people online. They’ve made our website easier to use, improved our SEO so we rank higher in searches, and brought in quality leads that often turn into clients. Best of all, they’re great to work with and always accommodating to our requests.”
— Miggy Villanueva, Head of Marketing & Employee Experience, FinScore
Your Growth Story Starts Here
FinScore built authority, visibility, and leads from the ground up. Ready to write your own success story?
