Billingo case

Content Strategy Case Study. Supporting Sales through Organic Channels

Background

Billingo is widely known in Hungary as an online invoicing platform — but the company sees itself as much more: an online invoicing solution and a true business partner.

The platform offers features such as online invoicing, income and expense tracking, accounting integration, bank synchronization, and API connections. With Billingo Pay POS terminals, customers can accept card payments independently of banks — quickly and securely.

Billingo serves a broad audience: freelancers, microbusinesses, startups, growing SMEs, and retail or service providers.

For growing businesses, Billingo delivers financial and technological tools that reduce paperwork and provide a clearer financial overview. With hundreds of thousands of entrepreneurs already “Billingo-ing,” the company sought to expand its reach through organic channels and reduce its dependence on paid campaigns.

Goals and Challenges

1. Increase organic traffic and leads. Beyond paid campaigns, Billingo aimed to grow registrations through search and content-driven channels.

2. Educate the market. Many entrepreneurs were still unaware of the benefits of digital invoicing, bank sync, and automation. Billingo wanted to position itself as a trusted expert in these topics.

3. Align content with customer journeys. The website needed dedicated landing pages for different audience segments (freelancers, startups, established businesses), each highlighting key features such as unlimited invoicing, accountant access, mobile apps, and NAV synchronization.

4. Strengthen technical SEO.

A full SEO audit was performed to optimize site architecture, internal linking, and metadata for better search visibility.

Results and impact

Within a year, Billingo’s website achieved top-5 rankings for keywords like “online invoicing” and “invoicing software.” Articles attracted thousands of new visitors.

Higher lead generation from organic sources. New content and segmented landing pages increased registrations driven by organic search. Visitors arriving via educational content converted at above-average rates, proving the value of informative materials.

Strengthened expert positioning. Billingo’s guides and case studies were cited by partners and professional media outlets, enhancing brand credibility.

Strategy and Implementation.

1. SEO Audit and Keyword Research

We conducted a detailed SEO audit to uncover factors affecting crawlability and performance. The core of the research focused on content topics that matter to target audiences, exploring several layers:

  • Core topics shaping long-term content direction and sustainability.
  • Commercial keywords directly tied to registrations.
  • Segment-specific keywords aligned with Billingo’s audience groups.
  • Educational and long-tail keywords related to invoicing rules, taxation, and digitalization.

These insights guided the content plan, page optimization, and even the site’s menu structure.

2. Content Hub and Expert Positioning

Knowledge Center We expanded the existing knowledge base into a comprehensive content hub featuring legal updates, invoicing tips, tax guides, and digital business management insights.

Landing Pages and Themes Based on research findings, we provided the Billingo content team with a thematic structure outlining key topics for content production.

3. Measurement and Optimization

Analytics Dashboards We built dashboards to track keyword rankings, organic traffic, conversions, and engagement metrics. Performance was reviewed monthly, and articles were updated according to regulatory changes.

User Insights Behavioral and search data informed ongoing topic and structural updates to keep content relevant.A felhasználók kereséseiből és viselkedéséből származó adatok alapján frissítettük a tematikát és a tartalom szerkezetet.

Conclusion

By aligning SEO and content strategy with Billingo’s mission, we made organic channels significantly more effective — creating a solid foundation for brand value growth in the medium term.

This case study demonstrates that with a well-structured knowledge base and optimized content, a SaaS brand can stand out from the competition, attract high-intent users, and reduce customer acquisition costs.