Project Detail
Accounts by Simply Website Creation & Lead Tracking
Design and build a fully responsive B2C website for an accounting services company including built-in lead tracking. Produce content and copy that optimises search engine ranking.
The Project Brief
The client is a firm of chartered accountants that delivers a range of accountancy services to both companies and self-employed individuals. The company required a new B2C accounting services focused website that incorporated lead generation. The site also required a link to a third-party secure client portal.
The client is part of a larger financial services company, and therefore the website would need to reflect the branding of other branches of the family of businesses.
The primary goal was to produce strong copy to ensure that the dedicated pages for each service ranked strongly in organic search results. This is an extremely competitive market and so keyword research was vital to successfully ranking copy.
The website also needed to include form and phone call tracking so that any leads could be tracked in order to inform future lead generation strategies.
Client
A professional charted accountants providing online and telephone consultations. The company is Xero-certified and uses IRIS OpenSpace for secure online document sharing. Services include Making Tax Digital, bookkeeping, VAT services, and personal and corporate tax returns.
The company is part of the Simply Service Group.
The Solution
Insite Web established early on that it was important that the website was clear about the range of services offered by the client, and plainly separated the services into those offered to companies and those for individuals. This ensured that copy was suitably targeted and that search results would be as relevant as possible to the user.
Extensive keyword and competitor research was carried out prior to copy production. Once this was completed long form copy was produced for each area and service. In addition to copy describing the services available, some copy provided website visitors with useful additional information – such as the Make Tax Digital deadlines – to improve search rankings.
All copy was tested using tools to ensure that keywords were included, as well as checking for originality and readability. Only then was it sent to the client for a final check for accuracy.
What Converts tracking was set up to include tracking numbers to be used both on the site and on other channels and forms were also included on the site. Both were tracked in a bespoke dashboard created for the client. The dashboard was designed to facilitate future expansion of marketing channels. In addition to these tracking systems, Google Analytics and Google Search console tracking was added to the site.
Every aspect the website build and lead tracking work was subject to extensive testing throughout. This included usability and site speed testing, as well as a technical SEO audit.
Full website development. Optimised and targeted PPC advertising. Relevant copy and content for both users and Google.