1. Context & goals
Complyance operates in a regulated fintech space where trust and clarity are everything. The company had no organic presence and depended heavily on outbound and paid.
The mandate was simple but ambitious: build an organic engine that could educate merchants, reduce support load, and meaningfully contribute to pipeline within 18–24 months.
2. Strategy & architecture
We anchored the strategy on three pillars:
- Coverage – every regulation, jurisdiction and workflow that mattered.
- Clarity – explanations written for operators, not lawyers.
- Connectedness – every article linked to product concepts and next steps.
This led to a hub-and-spoke architecture with regional guides at the top and detailed walkthroughs beneath them, supported by product-focused explainer pages.
3. Execution
Over ~18 months we shipped 250+ long-form pieces, each with a clear job-to-be-done. I owned:
- Search research and opportunity sizing.
- Information architecture and internal linking.
- Briefs, outlines, and reviews for subject-matter accuracy.
- Technical SEO: schema, performance, crawlability.
4. Outcomes & learnings
- 0 → 170K+ monthly organic visitors and 1.5M+ annual impressions.
- Organic became a major driver of self-serve sign-ups and qualified demos.
- Sales teams adopted articles as part of their follow-up sequences.
The key learning: in complex categories, the fastest way to earn trust is to explain the ecosystem better than anyone else – and then tie that clarity back to your product.