Merlin Frame Maker

The largest custom frame maker in Singapore

  • Digital Strategy
  • Web Development
  • SEO
  • Google Ads

Increase in web visitors


Increase in web leads


Reduction in cost per lead

Digitize has been running our website and digital marketing activities for the last few years. We have complete faith in their work and continued efforts to keep us moving in the right direction. The results for our business have been noticeable from the outset.

Kelly Tan
Manager, Merlin Frame Maker



Merlin Frame Maker was established in 1942 and has grown to become the largest custom frame maker in Singapore with outlets in Paragon Orchard, Waterloo Centre and River Valley road. In an industry that still heavily relies on brick and mortar locations Merlin Frame Maker appreciated the need to enhance its online presence to continue its growth.

They contracted Digitize to help them increase their visibility online and provide a website that could present a more professional image of the company online.


What we did


We built a new website for Merlin in just 2 weeks to ensure we could quickly help them realise some of the business benefits. We integrated our SEO research to provide the best possible opportunity for the website to rank on our target keywords and drive incremental gains in visibility and leads. We implemented a ‘request quote’ feature to allow people to submit basic information to the outlets for pricing follow up.

We switched on Intercom, a live chat solution and took the teams through some basic training on the tool and channel. Once the initial site was up and running we turned our attention to gradual evolution and improvements, convincing the business to photograph framed works we were able to build a repository of over 250 examples of the companies products, creating an ‘inspiration gallery’ that customers and outlet staff use every day to visually show different options and styles available.




Visits steadily increased over time and have shown an amazing 149% uplift in YOY comparisons. Prior to the new website going live the company didn’t have any form of method to track leads generated from the web, and the only real option was to visit the outlets or call up. With the introduction of the request quote function, we were able to drastically increase web-generated leads, starting with just 13 back in May 2017 we have increased this by over 860%.

Our focus on rebuilding their Google Ads campaigns enabled us to reduce the cost per lead from a high of $98 to just $10, a drop of 90%. Most importantly is the feedback from the client directly in terms of the overall impact on the revenue and profitability of the business.