Introductory Data
Client: Fintech app (international transfers and payments) with a focus on Tier-1 countries.
Task: Synchronize organic traffic growth with the reputational background. Make the Trustpilot profile a "trust point" for users coming via informational queries.
Result: Stable TrustScore of 4.6 without abnormal spikes. Successful conversion of informational traffic into branded: growth of Non-local and Branded queries (according to Ahrefs data) with full reputation protection.
Client Description and Problems
Investments in SEO ensured the growth of informational traffic, however, the final conversion was blocked by an uncontrolled Trustpilot profile with negative reviews in the top of the branded search results.
Due to high security requirements in the fintech industry, the lack of reputation management led to the outflow of warmed-up leads at the stage of brand verification and critically reduced the payback of marketing budgets.
Situation BEFORE:
- Random feedback: The Trustpilot profile lived its own life. Reviews were rare, scattered, and often concerned only negative moments (bugs, verification delays).
- Reputational gap: When a user learned about the service through an info-query (e.g., "how to transfer money from UK to Poland") and went to Google reviews, they saw an unstable picture that did not inspire trust.
- Lack of "brand voice": The profile had no clear description and no clear logic of responding to claims, which looked like company indifference.
- Scaling risk: Any sharp increase in fintech traffic without a prepared rear on Trustpilot leads to an avalanche-like accumulation of negativity.
Set Tasks
- Profile representativeness: No artificial metrics. The profile should reflect the real experience of users, not only of those who came with a complaint.
- Business context: Ask users to describe real scenarios: a transfer from the UK to Poland, crediting, the exchange rate. Such reviews raise the trust of the target audience.
- Traffic conversion: Preparing the reputation platform for efficient processing and retention of the growing flow of SEO leads.
- Handling complaints: Using negative mentions as a tool for demonstrating high standards of the support service work.
Solution and Process
Buylink.pro specialists implemented a comprehensive approach, turning Trustpilot from a "dump of opinions" into a lead nurturing tool.
Stage 1: Profile Revision and Packaging
We started with "hygiene":
- Profile optimization: Added a clear service description, filled in the FAQ, and defined product expectations. This helped remove some basic fears even before reading reviews.
- Pain analysis: Identified key triggers (speed of crediting, exchange rate, interface convenience). They became the basis for the questions in the invitations and for support replies.
Stage 2: "Honest Fintech" Strategy
We implemented a Balanced Growth strategy: an invitation to every client after a completed transfer, without selecting the satisfied ones:
- Specifics in reviews: In the invitation we asked to describe a specific transfer: what they did, how long they waited, how support helped. A typical answer: "There was a bug during verification, but support responded in 10 minutes, the transfer went through." This creates higher trust than empty odes to the service.
- Moderate pace: Invitations went out after every completed transfer, so the number of reviews grew together with the number of users. No "steroid" spikes, only systematic work over several months.
- Honest fours: A noticeable share of reviews came with a 4-star rating and remarks. We did not filter them out and replied to each one. For an English-speaking user, this is the main marker that the profile is not manipulated.
Stage 3: Handling Negativity and Retention
We implemented a system of fast and constructive responses. Every "one" received a detailed response from a brand representative. In the eyes of a potential client, it looked like this: "Everyone has problems, but they solve them here."
Results
Over 6 months of work, Trustpilot turned into an asset supporting the project's SEO strategy.
Key indicators:
- Rating: Stable 4.6.
- Profile structure: Dominance of 5-star ratings with a noticeable share of "honest fours." Complete absence of 2 and 3 stars, making the profile as clean and contrasting as possible.
- Ahrefs data (Screenshot №2): The organic graph shows "stepwise" growth. The number of informational queries exceeded a hundred, while significant growth in Branded and Non-local keywords began.
What the client received:
- TrustScore 4.6
- Prepared profile
- Growth of branded queries
- A steady flow of reviews from real clients
- High trust of the new audience
What This Means for FinTech SEO
Five conclusions from this case for fintech companies that plan to grow organic traffic. All figures come from the screenshots above.
- Informational traffic does not convert by itself. A visitor who found you through a query like "how to transfer money from the UK to Poland" checks the brand before the first transfer. For the brand name, Google shows the Trustpilot profile on the first page, so its rating becomes part of the funnel.
- Prepare the profile before scaling SEO, not after. At the start the profile had 2 reviews and a 2.5 rating. Any growth in traffic would have sent new users straight to that picture.
- Ask every customer, not only the happy ones. Invitations after every completed transfer made the number of reviews grow with the number of users: from 2 to 48 reviews and a stable 4.6, with no spikes and with honest 4-star reviews.
- Replies to negative reviews are part of conversion. The profile replies to 100% of negative reviews, typically within 24 hours. A buyer sees how problems get solved, not only that they happen.
- Measure brand demand, not only traffic. Over the 6 months shown in Ahrefs, the project gained 7 branded and 15 informational keywords, and organic traffic grew in steps. Growth in branded queries shows that people who read the content come back for the brand.
Looking for an SEO case with traffic numbers? See our SaaS case study: from 0 to 55,000 visits a month in 10 months.
Brand Representative Review
"With the growth of info-traffic, we feared that new users would 'overwhelm' us with questions or leave after seeing random negative reviews on Trustpilot. Buylink.pro helped us create a systematic and, most importantly, live picture. Now our profile looks like the face of a solid fintech service where every client is valued."
Get a free review of your Trustpilot profile
We will check what potential customers see, show you what may be lowering trust, and explain what to improve first.
- Trust issues
- Priority fixes
- 3 clear next steps
Planning a similar project? See how our Trustpilot reputation management service works, or start with our SERM service. See other projects with real numbers in our Trustpilot case studies.
