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Project Details

TL;DR

UKa$ii, developing a crypto-token based cash-back rewards platform for Central and Southern Africa, needed a multilingual website to attract members, partners, and investors. The site was initially built in Squarespace and later migrated to WordPress and then Webflow to save costs.

The website ranked on page one of Google for keywords within four months. Over 70 potential partners joined the mailing list, and two were signed within six months. A "Brand Identity Guidelines" document was created to assist media outlets, with orange and brown chosen as the primary brand colours for their respective meanings.

Butterfly reaching out of mobile phone, touching thumb of person holding phone.

Close up of index finger about to press mobile app icon on phone home screen.

Black male teenager, looking at mobile phone, face not in picture.

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The Requirement

UKa$ii was in the process of developing a "cash-back" loyalty rewards and marketing platform, that would use crypto-tokens as its currency, also called UKa$ii, targeting the Central and Southern Africa market, with Nigeria as the launch market.

A multilingual website was needed, outlining the UKa$ii solution and value proposition. The website was targeting prospective program members and partners, hence needed several forms as well as a downloadable document feature to collect emails from prospective members, partners and investors, as the company was in start-up mode.

What was delivered

Website Design, Build and Migration

The key audience for the website was retailers in any vertical, and consumers, with the main aim of building up a mailing list community of potential program members and partners as the platform was developed.

As such the website design focussed on simplicity and sharing information on the benefits of the rewards program as well the social responsibility ethic of the enterprise, with calls to action for the audience to sign up or request more information.

The website was initially built using Squarespace, in English, French, Chinese, Japanese and Arabic (as these were future target markets). Professional translators were enlisted. This was a major challenge as a third-party tool would have been needed, and that would have been a major cost for this start-up. So pages were replicated and designed accordingly. Custom code was used to support right to left languages like Arabic.

The original Squarespace website design and build, including all content, copy, SEO, and imagery, took roughly two months to complete.

When the project stalled indefinitely, due to the pandemic, the decision was made to migrate the website to Wordpress to save on monthly hosting costs.

The English site was migrated to Wordpress, using Elementor, in one month. This obviously required setting up 301 redirects to maintain SEO "juice" as the website was ranking on page one of Google for its keywords and number one for some of those.

Due to constant issues with Elementor, the site was eventually migrated from Wordpress to Webflow, with a much simpler design, as the project had been put on hold. The migration from Wordpress to Webflow took about a week.

The Results

The website began ranking on page one of Google for its keywords and number one for some of those, within 4 months, with no paid ads.

A mailing list of over a 70 potential partners was built with two partners being signed within 6 months.

Full disclosure: UKa$ii was (is) my bootstrapped start-up, which I mention in the Fractional Leadership project I undertook for Impact Africa.

Read about the Impact Africa project.

Brand Identity and Guidelines

When interest in the rewards program increasing as a result of blog posts and SEO, numerous industry media, including YouTube channels began writing articles on the project.

To assist the media with finding correct imagery, team profiles and using the logo properly, a "Brand Identity Guidelines" document was created, which could be downloaded from a Media Centre page on the website.

Orange was selected as the primary brand colour, as the program was primarily targeting the retail industry. Brown was used as a secondary colour to convey the corporate social responsibility image, with the colour signifying positive meanings including, natural, wholesome, friendly, reliable, honest and sincere.

Amusing Project Fact

When the original website was being translated into the languages mentioned above, professional translators were used. The gentleman who bid to translate the website into Arabic loved the project so much (when he read the white paper and copy provide for translation) he requested to be remunerated in the future project currency.

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