Project Detail
All Tax Accountants PPC for Lead Generation
Improve lead generation for all areas of the business
Campaign Improvements & Highlights
PPC Lead Generation
The new PPC lead generation campaigns have been optimised, and the clients’ leads are now up by over 100%
Organic Lead Generation
Initial Google Business Profile optimisation and review generation work has seen a 20% increase in organic leads
Conversion Rate
The click to call website usability layout and quick quote tool has led to a 35% Improvement in conversion & ROI
Overall Performance
Despite being early in the SEO process, when combined with PPC lead gen the project is 10% ahead of planned leads
The Project Brief
The client is an accountancy firm providing a range of services face to face and via telephone, both supported with a secure online portal. The company was seeking to increase the number of leads generated. The client wanted to concentrate on prospective new customers interested in long term business services, plus a defined, local geographical area.
Initially the client wanted to keep their existing website, both for cost and time reasons. They also needed any leads to go to existing emails and telephone numbers, both for continuity and convenience.
As the project progressed, after the initial PPC successes, the client looked to broaden its scope and, instead of keeping the existing website, have a new website designed and built to target local organic searches and improve search engine and Google Business ranking.
Client
All Tax Accountants is a family-run accountancy firm with loyal local client base and a high street presence. The company provides accountancy services for individuals and companies, covering self-assessment, corporation tax and other business taxes as well as offering company formation services and payroll services.
The Solution
As the client had indicated they wished to keep their existing website, a microsite was built to host landing pages for PPC adverts. A key part of the microsite was the inclusion of a tool that allowed prospective customers to get a quick quote in a series of simple steps.
Insite Web built a semi-automated tool that captured customer data. This quickly became the most effective lead channel both in terms of the number of leads generated and the conversion rate.
In addition to the quote tool, the project also included the incorporation of review generation and brand feedback for inclusion on the microsite. These provide powerful trust signals to prospective customers.
The Results
Following the success of the microsite, and after analysis of the original website, the client requested a phase 2.
This involved the building of a new main website using the learns from the initial phase of the project. As part of phase 2 more in-depth keyword research was undertaken.
Throughout both phases of the project all ads were tested to ensure continual refinement and improvement in conversion rates. All leads were tracked at every stage of funnel.
The following improvements were seen by the client:
- PPC lead generation up by over 100%
- 20% increase in organic leads
- 35% Improvement in conversion & ROI
- The project is 10% ahead of planned leads
PPC microsite design and development. Google and Bing PPC Ads campaigns management, optimisation and monitoring. Website redesign and redevelopment. Copy and content for both users and Google. Lead tracking, generation and optimisation.