Project overview
Customer brief
- Design and develop new search optimised website to support refreshed brand and logo
- Increase leads for a range of accounting services, including tax returns for CIS
- Increase targeted website traffic
- Local SEO strategy
Targeted SEO Services
- Brand new WordPress website moved from WIX
- Blog content strategy to grow authority
- On-page SEO
- Local SEO campaign
Where we started
We were delighted to be referred to VW Taxation by a strategic partner that we had successfully collaborated with. At Targeted SEO, we enjoy a lot of referrals, so we must be doing something right! Take a look at our Google reviews to see what our clients say about us.
When we first started working together, VW Taxation’s primary goal was to increase leads for their CIS tax returns and related services. The existing website hadn’t been updated for some time and was in need of a refresh to help generate more enquiries. Fair to say, we achieved this and more.
Our process
Our approach: E-E-A-T at the core
Brace yourself for two acronyms in one sentence! As with all of our YMYL (Your Money or Your Life) clients, we incorporated E-E-A-T principles throughout the new website by way of authoritative blog articles, credible backlinks and Google reviews.
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. These factors are what Google’s search algorithm looks for when evaluating the quality and relevance of webpages, particularly for topics that can impact people’s health, safety, or financial well-being.
Strategic planning: discovering the key to success
As with every SEO campaign we undertake, we took time to get under the skin of VW Taxation, understand their objectives, and research their business and competitors.
As SEO professionals, we have lots of tools, skills and techniques at our disposal, such as website design, on-page SEO, local SEO, off-page SEO and content strategy. The key is to find the perfect mix to fulfil the client’s goals and budget.
With careful collaboration, we soon got to the green light stage!
Web design: fully-optimised website with great UX
First up, we devised a new site map and content strategy to help achieve their goals of attracting more organic web traffic, especially for their CIS related accounting services. It was essential that these services could be found with one click, so ease of navigation was essential.
Not only does this enhance the user experience and reduce the bounce rate, but a well-structured navigation system also helps Google to understand and index the content of a website, improving its visibility and organic search rankings.
Based on our competitor and keyword research, we defined new services and ‘about’ pages. From there, we designed a logical menu structure with intuitive labels and hierarchical organisation, allowing users to quickly find what they need.
Brand refresh: a new look to promote engagement
A collaborator of ours designed the new logo in a clean and contemporary style. It encompassed the V and W of the firm’s name to promote brand recall.
We carried the logo’s blue and green colourways throughout the new WordPress CMS website. These are great colours for accountants, as they are said to reflect professionalism, stability and reliability. We gave the site a clean look to aid UX with minimalist, illustrative imagery and icons.
Blog content strategy: building authority with Google and customers
As described above, E-E-A-T was central to our strategy. To satisfy Google’s algorithms and grow organic traffic, we developed a monthly blog content strategy.
Blog content is important in creating authority because it allows companies to share valuable insights and establish themselves as credible industry voice. Regular content builds trust, leading to increased authority in the eyes of both customers and Google.
Through keyword research, we discovered the most searched keywords and questions relating to VW’s services. Then we devised a monthly blog plan packed with useful and informative content that would rank well and showcase the firm’s knowledge. From there, we created SEO copy platforms for VW to create their content, ensuring it was fully optimised before we published it.
The blog content was full of internal links to help users find related content, enhancing their overall user experience and keeping them engaged on the website for longer. Internal linking also helps search engines discover and crawl other pages on the website more effectively, improving indexation and visibility.
Local SEO: widening the net
VW Taxation was keen to grow its client base in local areas, so we embarked on a local SEO campaign. This included building citations and optimising on-page elements like title tags, meta descriptions, headings, and URLs to signal relevance to local searches on local entry pages.
Within just a few months, the business went from nowhere to #1 for accountants in Cosham, where their office is based.
SEO Results
Measurable success: some impressive stats
VW Taxation is thrilled with the results we have achieved together, as are we! The stats at the top of the page speak for themselves.
The enhanced user experience and blog strategy have led to many page 1 rankings, as well as winning much-prized featured snippets.
As a result, organic website traffic increased by 181% over the course of the first 12 months, and the company reported a 4% increase in website leads in 2022. As of the end of Q2 2023, this has increased a further 18%!
We continue to work with VW Taxation on their local SEO and content strategy, as well as maintaining their website to the highest of standards.
My business now has a fantastic looking website!! Very quick service. I look forward to working with Targeted SEO into the future.
gary Ellis @ VW Taxation
If you are looking to increase accounting leads and maximise marketing ROI, then take a look at our SEO for Accountants services to see how we can help you!
