Building TAITRA’s First CMS and Connecting Taiwanese SMEs with International Buyers
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Services Used
Website Design & Development
HubSpot Onboarding
SEO Services
HubSpot CRM Onboarding
Solutions
Global-Ready Website & SME Profile Pages
SEO & Content Strategy for International Visibility
CRM & Buyer Behavior Tracking Integration
Project Manager
Ruby
Brand Story
After the Covid-19 pandemic, TAITRA established the Taitra Innovation Hub to help Taiwan’s SMEs accelerate digital transformation. Unlike the organization’s traditional focus on physical exhibitions and business matchmaking, the Innovation Hub aims to build all its initiatives on digital foundations—including websites, landing pages, and online advertising.
Driven by the need to help Taiwan’s industries reach international markets, the Innovation Hub set out to create a fully English website that highlights the strengths of local SMEs, enhances global visibility, and improves cross-border matchmaking efficiency.
Tool Used
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Marketing Hub Enterprise
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Content Hub Enterprise
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Smart CRM Enterprise
Their Goal
- Build an English Innovation Hub website with individual SME profiles to give every company a clear, professional online presence.
- Empower Taiwanese SMEs to be searchable to international buyers by highlighting their strengths and industry developments, thereby enhancing visibility and facilitating partner identification.
- Collect buyer information to enable future matchmaking, providing insight into buyer interests and informing more strategic follow-up plans.
Their Needs
- No dedicated matchmaking website, and many SMEs lacked websites of their own—making it difficult for foreign buyers to find and engage with them.
- The website needed an international, professional design style that appeals to global buyers while preserving the Innovation Hub’s bold and modern branding.
- Each SME page required a dedicated form to track buyer interest within HubSpot, enabling faster and more accurate matchmaking using digital footprints.
Identifying Problem
Before adopting HubSpot, the Innovation Hub used Dynamics 365 for basic EDM campaigns. However, the system often caused operational challenges; even sending an EDM could require external consultants, slowing down their workflow and increasing dependence on third-party support.
Once the team tested HubSpot, they immediately recognized its flexibility, ease of use, and the convenience of managing all contact data, forms, and campaign workflows within a single platform. The ability to track buyer behaviors and digital footprints in real time made HubSpot significantly more powerful and user-friendly than their previous system.
This led the Innovation Hub to go all-in on HubSpot—not only for marketing workflows but also as the foundation for building their new website. Historically, TAITRA had never built websites using a CMS platform; most sites were custom-built and difficult to maintain. The Innovation Hub became the first TAITRA department to adopt a SaaS-based CMS, paving the way for more scalable and modular digital development.
As a new unit without any existing web traffic or historical SEO momentum, the Innovation Hub also needed strong content and SEO strategies to attract international buyers. Recognizing the importance of content-driven lead generation, they partnered with us to jointly develop a long-term, high-quality digital marketing strategy.
Scope of Work
Website Design & Development
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Brand identity direction
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Moodboard & visual direction
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Full sitemap planning aligned with the 3-year digital support program
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HubSpot CMS development and module-based structure
SEO Keyword Strategy
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Keyword research targeting international buyer search intent
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SEO planning to increase the visibility of Taiwanese SMEs
CRM Setup
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Contact properties mapping
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Buyer interaction tracking
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Form setup and notification workflows
Our Solution
We built a new website for the Innovation Business Center, integrating HubSpot CMS, SEO, and marketing automation to create a one-stop digital foundation—from brand identity and content marketing to registration workflows. The site now effectively drives traffic and leads while supporting annual results showcases.
Global-Ready Website & SME Profile Pages
We built a new website and brand positioning for the Innovation Business Center, helping it establish a distinct identity separate from the TAITRA main site. The site’s visual language centers on technology, futurism, and modernity—echoing the “innovation” focus while appealing to SMEs pursuing digital transformation. We developed the site on a modular HubSpot CMS architecture, giving it high scalability and reusability. This way, when TAITRA needs to add new pages in the future, they can quickly reuse existing modules, reduce development costs, and maintain brand consistency.
SEO & Content Strategy for International Visibility
To help the newly established Innovation Business Center quickly build visibility despite low initial traffic, we optimized the site from the SEO foundation up—reworking title hierarchy, information architecture, and internal linking to ensure search engines can interpret content effectively. We also analyzed the search terms SMEs commonly use when looking for government support and digital-transformation resources, then built a tailored keyword strategy and content plan to improve organic performance. With our support, the client can attract traffic through efficient content marketing and establish a stable pipeline of leads over the long term.
CRM & Buyer Behavior Tracking Integration
We integrated all forms, registration mechanisms, and lead collection workflows into HubSpot CRM to keep data management clean, complete, and easily trackable. For the coaching program’s registration process, we set up multiple automation scripts—including email notifications, event reminders, and follow-up remarketing—to reduce manual work and improve communication efficiency. With HubSpot’s tracking, the client can see browsing behaviors, traffic sources, and business owners’ interests in real time, turning “registration data” into high-value insights with clear digital footprints. This enables more precise engagement and matchmaking afterward.
Building TAITRA’s First International CMS Platform
This project marked a major milestone for TAITRA, as the Innovation Hub became the first department to transition to a SaaS-based CMS. Through HubSpot, we empowered the team not just with a website, but with a complete digital ecosystem for global matchmaking.
The English website now allows overseas buyers to easily find Taiwanese SMEs and understand their industry strengths. Meanwhile, the HubSpot Marketing Hub enables automated tracking, form management, and buyer activity monitoring—all in one centralized system.
The modular website architecture also established a repeatable framework for future TAITRA teams, enabling them to rapidly build new sites without starting from scratch. This transformation ensures that TAITRA’s digital initiatives will remain scalable and maintainable for years to come.
Driving International Exposure & Lead Generation
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Increase in Website Traffic
0%
Conversion Rate on Forms
Impact & Looking Forward
Expanding HubSpot Across TAITRA Departments
The Innovation Hub continues to actively use HubSpot with highly positive feedback. More TAITRA units plan to adopt HubSpot CMS—including the Planning & Finance Office’s annual report website and the TAITRA INDEX economic indicator site.
Scaling a Modular, Reusable CMS Framework
By enabling TAITRA to use a configurable, low-maintenance CMS, future website builds will require less development time and cost, accelerating digital modernization across the organization.
Enhancing SEO & Growing SME Exposure
The Innovation Hub aims to expand content output and strengthen SEO to help more Taiwanese SMEs be discovered by global buyers—ultimately improving international matchmaking and boosting Taiwan’s global trade presence.