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A global payments site where each region runs itself

A multi-region website for a global payments company, with tools that help buyers find what's relevant to them.

Sector
Payments software
Services
Web, app and platform development, Hosting and security, Customer acquisition
Bottomline pages on three phones at an angle: an annual savings calculator, the homepage and Payments & Cash Management

  • 125%

    increase in website conversion, year on year

  • 87%

    more traffic to the site

  • Record

    qualified leads in the month after launch

The situation

A broad, technical range sold around the world

Bottomline is a B2B digital payments company with business units in North America, EMEA and APAC. Its range is broad and technical, and each region has its own stakeholders and priorities.

The Paymode-X page at an angle on lime, "A full service integrated payables solution", with a "Why Get Paid Through Paymode-X?" video

What needed to change

Buyers couldn't see what applied to them

Prospective buyers struggled to work out what Bottomline offered and how it fitted their needs, and the website needed to do more of the work of generating leads. Three regions had to agree on one approach.

Bottomline's Financial Institutions page on desktop, "We help businesses implement efficient, secure systems to handle payments and manage customer and financial data", over a city at night

What we did

One site each region runs, with tools that guide buyers

We started by simplifying the offer. Buyers faced 31 solutions, so workshops across the US, EMEA and APAC regrouped them by product, market and region, guided by what people actually search for. Visitors now browse by solution or by type of business, enquiry forms are tailored to each customer type, and Drift's conversational marketing qualifies leads before they reach sales.

We built a multi-region site on Concrete5 that teams in every region can edit on the page, without waiting for a developer. ROI calculators let buyers see the value for their own business, and a diagnostic tool takes them to the content that fits their needs.

Since then we've stayed involved in Bottomline's content strategy after launch.

Paymode-X and Bottomline menus on two phones, with the Paymode-X login and product links

What changed

A shared platform, and a better way of working

Bottomline's regional teams share one platform they can manage themselves, and buyers have self-service ways to understand the value and find relevant content.

Website conversion rose 125% year on year and traffic 87%, and the month after launch brought a record number of qualified leads. Campaigns for Paymode-X then delivered more than 770,000 LinkedIn impressions and a 16.5% conversion rate across campaigns.

Bottomline's annual savings calculator, "See how much you could save with a simple change"

What the client says

  • Thank you to our digital partners, Rawnet, for their guidance, unwavering support and innovative vision.

Next

Trustmarque

A complex service offer, made simple to explore

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