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A 25 gram sachet of Telephone brand agar powder on a white cloth, beside a cup of dark blue liquid, a bowl of white crystals and blueberries

How Telephone Agar Grew Conversions 1,159% In 6 Months

Project Scope: Strategy, Search, Data

The Challenge

For more than 60 years, Telephone Agar has made and distributed good quality agar powder at an affordable price, and it has become a regular part of home cooking in Thailand. Agar powder is a natural, plant-based alternative to gelatin, used to make jellies, puddings and custards. The brand is a major wholesaler in its industry, and its tagline presents the powder as an answer to any idea in the kitchen.

At the start, the brand’s website had only a few pages. Neither its on-page search engine optimisation (SEO), where problems such as insecure content remained, nor its off-page SEO had been worked on, and its user experience (UX) and user interface (UI) needed improving too. The brand wanted more awareness, more online visibility and more leads from search.

A steel pot on a hob beside a glass of milk jelly with fruit pieces, a sachet of Telephone brand agar powder, a cocoa-dusted pudding and small jelly desserts

Our Approach

Primal set out a content marketing strategy based on careful keyword research, so that the people the brand wanted to reach would see it. The aim was position zero and featured snippets, the answer boxes Google shows above its other results, through steady blog publishing and content that matches what people are searching for.

Alongside the content, Primal made onsite changes to the website, corrected how its UX and UI behaved, and added high quality link building to support the campaign.

  • A sachet of Telephone brand agar powder on a wooden board beside half an avocado, rolled oats and a bowl of milk
  • Two sachets of Telephone brand agar powder among tomatoes, leeks, bananas, bread and a bottle of milk
  • A hand pouring a spoonful of agar powder into a glass bowl while holding a sachet of Telephone brand agar powder

Outcomes Achieved

Primal helped the brand reach customers through digital channels, taking a well-known Thai agar powder brand with a long history from the offline market to the online market. SEO work raised awareness online, and improvements to the website and its content gave the brand a clearer identity online. This brought more awareness and more traffic to the website. Each result below was measured after the onsite changes were made.

  • 434%Increase in Organic Traffic
  • 456%Increase in New Users
  • 1,159%Increase in Overall Conversions

Key Insights

  • Keyword research came first, and the blog content was written to match what people search for, with featured snippets as the aim.
  • The website needed onsite fixes and UX and UI corrections as well as new content, so Primal worked on all three and added link building.
  • Organic traffic grew 434%, new users grew 456% and overall conversions grew 1,159%.

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