Osome Ltd: Product marketing and SEO copywriting
Osome is an accounting software company that provides expert accounting at a fraction of the hassle. The app streamlines all things tax and bookkeeping for small business owners, with human experts available for guidance. I joined the company as a Product Marketing Copywriter and then transitioned into a Content Specialist role, where I was responsible for creating, strategising, and monitoring content across the company's three locales — the UK, Hong Kong, and Singapore.
Website rebranding
My role, and Osome's mission, was to make accounting seem more fun and accessible. I collaborated with other key stakeholders to contribute to the brand's style guide (The Book of Osome), product marketing handbook, and SEO guide. With these foundations laid, we worked towards rebranding the website and finely tuning the core messaging and selling points, speaking in everyday, human language and avoiding jargon commonly found in the accounting field. The rebranding for each website (for each locale) involved heavy research and a unique go-to-market approach to speak directly to the target customer. The result was an attractive, engaging website packed with value a prospective customer would need to gain to move down the funnel.
Organic keyword visibility results: Sept. 2022 - Apr. 2024
UK: 1.31% to 4.27%
Hong Kong: 3.47% to 10.41%
Singapore: 3.31% to 14.67%
3x increase in organic leads
Guides for business owners
Osome's organic traffic made up 90% of its revenue. Despite frequently shifting business priorities, our SEO efforts remained consistent. The primary owner of creating content to empower business owners with decision-making, I leveraged AI and SEO tool, SurferSEO, to create informative guides thoughtfully geared towards search and the user. From broad business subjects to targeted guides for our GTM audience, these resources greatly influenced the site's overall success.
Guide performance:
#1 position on SERPs for primary keyword
from position #69 in Sept. 2022
Rich snippet feature
when searching 'bank account UK non resident'
+16%
traffic increase
