How we boosted the inbound enquiries of an Essex-based accountant website by 187% in two years
Golding Accountancy, based in Essex, offers a wide array of accounting services for small and medium-sized businesses. Their expertise includes bookkeeping, payroll, taxation, cash flow management, and VAT services. They also specialise in financial planning for life insurance, pensions, and inheritance tax. Committed to delivering personalised, reliable advice, Golding’s team ensures quality support for all their clients.
Client
Golding Accountancy
Accountancy
Two years
Client's goal
To effectively boost their inbound inquiries by attracting relevant traffic to the website.
The challenge
When Golding approached us in December 2021, they were emerging from a three-year stint with a previous agency that failed to meet their expectations. Their inbound inquiry rates were unsatisfactory, and their account had been poorly managed. A full review of the website identified a complete SEO overhaul was required, including eliminating bad SEO practices and revising the content so we could focus on the keywords.
We adopted an iterative approach to make gradual adjustments, potentially leading to enhanced site visibility and traffic and, therefore, more enquiries. This included refining our keyword strategies, improving our backlink profile, and regularly updating our content to keep it fresh and relevant.
Skills applied
- Keyword research
- Persuasive writing
- Storytelling ability
- On-page optimisation
- Proofreading and editing
The TLBM approach
Reworked website SEO
The first thing we did was audit Golding’s existing website to identify areas for improvement regarding keyword optimisation, meta tags, and content relevance.
We then restructured the site pages to improve crawlability for search engines and enhanced on-page elements to target keywords more effectively.
We revised the heading structure (H1, H2, H3, H4.) and internal links and strategically placed keywords in titles, headings, and throughout the web copy.
02
Removed black hat SEO activities
We rigorously reviewed previously done SEO tactics, removing anything that could be considered unethical or non-compliant with search engine guidelines.
This included eliminating keyword stuffing, cloaking, duplicate content, doorway pages, and deceptive redirects.
The focus was on establishing a foundation of trust and integrity with search engines and Golding’s audience.
03
Published blogs strategically
While undertaking website SEO work, we also developed and executed a content calendar to establish Golding’s thought leadership and drive more website traffic.
Each blog post was fully researched, written, and optimised for search engines, encouraging readers to seek more detailed advice.
Our content and SEO teams worked closely with Golding to brainstorm blog ideas and shape the direction and tone of the content.
04
Created the landlord service page
Once we had carried out SEO and consistent blogging for a while, we identified the benefits of building a specialised page to attract landlords, a key client segment for Golding.
The content detailed all tax-saving strategies that landlords must know, along with FAQs and resources directly addressing their specific requirements,
The page content was structured and optimised to make it a one-stop information hub.
05
Created a new site section called “Who We Help”
In early 2023, with a plan to increase more relevant traffic, we created ten new pages, each targeting a specific audience using Golding’s specialities. We added pricing information to enhance their relevance.
Statistically speaking, pages with clear pricing information rank better for price-related searches, attract more qualified traffic (users who are further along in the sales process and are making decisions based on cost), and reduce bounce rates because users find the information they need more quickly.
Additionally, structured data markup for pricing helps boost search result listings with rich snippets, making them more eye-catching and informative in search results, which can lead to higher click-through rates.
06
Published blogs strategically
While undertaking website SEO work, we also developed and executed a content calendar to establish Golding’s thought leadership and drive more website traffic.
Each blog post was fully researched, written, and optimised for search engines, encouraging readers to seek more detailed advice.
Our content and SEO teams worked closely with Golding to brainstorm blog ideas and shape the direction and tone of the content.
Anant Khare
Head of SEO, TLBM
“From the beginning, we were committed to a detailed and structured strategy for driving inbound traffic to Golding. This blog post stands as one of the significant milestones we achieved for them. It was also among our initial successes before we overhauled their website design, content, and SEO later in 2023. I’m pleased to have delivered tangible results in such a brief period.”
The results
The growth in inbound inquiries from February 2022 to November 2023 is 187%
Several targeted keywords improved drastically, with “accounting tips for influencer” and “accounting for content creators” climbing to the top position on Google and as featured snippets.
The organic traffic rose by almost 9% between October 2022 to September 2023, and organic impressions increased by 47% within the same time period.
409 high-quality backlinks were secured, boosting the website's domain authority and search rankings.
Tools we used for the job
“There’s no doubt that we’ve experienced a significant shift in our online presence ever since we started working with TLBM. They have worked really hard on restructuring and revamping the site in a way that ranks for target keywords and fetches us relevant enquiries. Of course, there are miles to go, but we are on the right path. I’m looking forward to seeing more such exciting results in the future. Thanks, team!”
Get in touch with us to rank better like Golding!
The SEO function is evolving at a breakneck pace, with changing search algorithms and new tools, strategies and tactics being developed near-daily. The TLBM team is always a step ahead.