DTC Case Study: A Marketing Site Behind a US$315M IPO
A bilingual, investor-ready marketing site delivered in three weeks ahead of DTC's IPO.
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Results
- The website supported DTC's successful IPO, which raised AED 1.2 billion (US$315 million) by offloading 25% of the company's capital.
- Investor response exceeded the initial offering by 130 times.
- Delivered end to end in three weeks.
- A fully bilingual English and Arabic experience with SEO integrity intact.
- Fast load times and a secure environment maintained through regular security audits.
Dubai Taxi Company (DTC) is a cornerstone of Dubai's transportation network. DTC offers a wide range of options, from standard taxis and airport services to women-driven vehicles and disability-accessible options. They prioritize customer satisfaction and safety with well-trained drivers, maintained vehicles, and a user-friendly mobile app alongside traditional street hailing.
DTC is more than just a taxi service; it symbolizes Dubai's commitment to blending traditional services with cutting-edge technology to ensure that residents and visitors can access efficient and comfortable transportation solutions in this ever-evolving city.
Recognizing the need for a website mirrored their innovative spirit, DTC partnered with Veza Digitals' 11 Digital team (a sister agency). The goal was to create a comprehensive marketing website for investors, users, and media outlets before their IPO.
Challenge
Dubai Taxi Company is a cornerstone of Dubai's transportation network, running standard taxis, airport services, women-driven vehicles and disability-accessible options alongside its own app.
Ahead of its IPO, DTC needed a marketing website that spoke to three audiences at once: investors evaluating the offering, riders using the service, and media covering it. The existing site was dense with text and built for none of them.
Two constraints shaped the build. The site had to work fully in both English and Arabic without sacrificing SEO integrity, which is where most bilingual builds break. And it had to be live in three weeks.
Approach
The project was delivered by 11 Digital, Veza Digital's sister agency.
Dense blocks of text became concise information under clear subheadings. Testimonials and ratings were brought forward to build trust with investors reading the site cold. Sliders, video and interactive elements carried engagement, and accessibility features widened the audience the site could actually serve.
The bilingual requirement was solved with Webflow's localization feature, producing a seamless switch between English and Arabic that held SEO integrity rather than fragmenting it, and pushing past what the standard setup allows. Every page was optimized to work across devices.
Content strategy ran on keyword optimization and SEO-driven blogging with KPI monitoring behind it, so performance was measured rather than assumed. Design decisions were shaped by customer feedback and behavioral data.
The full build shipped in three weeks.
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