Project overview
Large Accountancy Website & SEO Case Study
WIS Accountancy first partnered with Targeted SEO needing a new website and a stronger organic search strategy.
At the beginning of the project, the website had very little organic traffic and needed to be built with SEO at the centre of the process. Rather than designing a standard brochure website and trying to optimise it afterwards, we planned, designed and developed a new SEO-led WordPress website that could support long-term search growth.
This meant thinking about site structure, technical SEO, service pages, content templates, user journeys, calls to action and future scalability from the start.
Once the new website was live, our work evolved into a long-term SEO and website management campaign. Over time, we supported WIS Accountancy with content creation, on-page optimisation, technical SEO, Google Business Profile updates, conversion tracking, page improvements, hosting, plugin management and ongoing SEO consultancy.
The result was a website that grew from a low-traffic starting point into a major acquisition channel for the business.
We’ve worked with our Targeted SEO for the past 5 years, and they’ve been instrumental in improving our online visibility. Their consistent support, strategic guidance, and reliable service have helped us strengthen our presence on Google and attract more enquiries. Highly recommended!
Wijay Kanagasundaram – Owner/Director @ WIS Accountancy
About WIS Accountancy
WIS Accountancy is an established accountancy practice supporting individuals, contractors, landlords, limited companies and growing businesses.
The firm offers a wide range of services, including accounting, bookkeeping, payroll, VAT, tax returns, company formation, contractor accountancy, business banking support, Xero accounting and specialist advice for different client types.
Because of this broad service offering, the website needed to do more than rank for a small handful of local accountancy terms. It needed to support national informational searches, commercial service searches, local visibility and trust-led searches around accounting reviews, business advice and tax guidance.
This made the campaign a good example of a full 360° SEO approach for accountants.
The Challenge
The challenge was to build a new accountancy website that could become a long-term organic growth asset.
WIS Accountancy was a growing accountancy practice with a broad service offering, but the website needed to be created in a way that could support future search visibility. It was not enough for the site to look professional. It needed the right structure, technical setup and content foundations to compete across accountancy, tax, VAT, contractor, landlord and small business searches.
At the start, organic traffic was limited. The website needed to earn visibility from the ground up by building trust, topical relevance and useful content over time.
This meant the strategy needed to cover:
- SEO-led website design and WordPress development
- Technical SEO foundations
- Clear service page structure
- Content templates and scalable publishing
- Ongoing content creation and optimisation
- Local and national search visibility
- Google Business Profile support
- Conversion tracking
- Website hosting and maintenance
- Long-term reporting and SEO consultancy
For a larger accountancy practice, this was especially important because the site needed to support multiple routes into the business, from local users looking for an accountant to people searching for specific tax and business finance guidance.
Our 360° Website and SEO Approach
The WIS Accountancy project was built around Targeted SEO’s wider 360° SEO approach. That means SEO was not treated as one isolated activity. The goal was to create a website that could become a long-term organic search asset.
For accountants, this matters because SEO is not just about writing blogs or updating metadata. A successful accountancy SEO strategy needs the right website structure, strong service pages, technically sound foundations, helpful content, clear internal linking and ongoing performance analysis.
The website needed to be easy for users to navigate and easy for Google to understand.
Accountancy SEO-Led WordPress Website Design & Development
The first major stage was designing and developing the new accountancy website. WIS Accountancy needed a professional, modern website that could reflect the size and credibility of the practice, while also being structured for long-term SEO growth.
The website was planned around the services, client types and search opportunities that mattered to the business. This included making sure there was a clear structure for accountancy services, tax content, contractor accounting, landlord accounting, limited company support and supporting informational resources.
This gave the SEO campaign a stronger platform to build from. Rather than adding content to a weak website, we created the foundations first, then used those foundations to grow visibility over time.
Technical SEO & Website Management
Technical SEO formed an important part of the campaign. As the website grew, we needed to make sure technical issues did not become a barrier to search performance. This included monitoring crawlability, indexing, website structure, speed, caching, plugin updates and technical best practice.
The website was supported through dedicated hosting, daily backups, SSL, premium WordPress licences, technical support and ongoing website management.
This provided a stable foundation for content growth. It also meant the website could be updated, expanded and improved without relying on separate website support. For a growing accountancy firm, this kind of continuity matters. Service pages, blog content, landing pages and conversion elements all need to work together. Website management and SEO cannot sit in separate silos.
See: Why choose a combined website and SEO service.
SEO Content Strategy for Accountants
Content was one of the strongest parts of the WIS Accountancy campaign. The website built visibility across a wide range of topics, including VAT, tax refunds, mileage claims, trivial benefits, capital gains tax, company formation, rental income, contractor accountancy, Xero, landlord accountancy and limited company advice.
This helped the website reach users at different stages of the search journey. Some users were looking for an accountant immediately. Others were searching for answers to tax or business finance questions before deciding whether they needed professional help.
This is where SEO content strategy is particularly valuable for accountancy firms. Helpful, well-optimised content can attract users earlier in the decision-making process, build trust and support commercial service pages through internal linking.
The website was not only competing for “accountant” keywords. It was attracting users through useful content that answered real tax and business finance questions.
Service Page & On-Page SEO
Alongside content, service page optimisation was also important. The website needed strong pages for core accountancy services and client types. On-page SEO helped make these pages clearer for both users and search engines. This included page titles, headings, internal linking, metadata, image optimisation, content structure and clear calls to action.
For accountancy firms, service pages need to explain what the firm does, who it helps and why the user should make an enquiry. The SEO strategy therefore needed to balance ranking potential with clarity and conversion.
AI SEO & Search Feature Visibility
AI SEO became an important part of the wider results story. By the final stages of the campaign, the website was appearing across AI Overview opportunities and search features for a wide range of accountancy and tax-related topics.
This matters because search is changing. Accountancy firms are no longer only competing for traditional blue-link rankings. They are also competing to be recognised and referenced by AI-led search experiences.
AI Overview visibility suggests that Google is seeing the site’s content as relevant to a wide range of accountancy and tax-related topics. This is particularly valuable for a practice with broad expertise, because AI search tends to rely on clear, structured and helpful information.
The site also appeared across review-related SERP features, showing the importance of reputation and trust signals in accountancy search results.
Building a Sustainable Organic Growth Engine
SEO Results
The strongest outcome from the campaign was that organic search became the website’s primary acquisition channel.
Since May 2022, Organic Search generated 193,160 sessions and 110,645 engaged organic sessions. Organic Search accounted for 82% of all website traffic, consistently outperforming every other acquisition channel.
This is the clearest evidence that the website became a genuine organic search asset.
Rather than depending primarily on direct traffic, paid search or referrals, WIS Accountancy built a sustainable source of search visibility and qualified website traffic.
Establishing Market Authority Through Organic Search
The SEO strategy significantly increased the website’s presence across relevant search results.
The website expanded from a modest organic footprint to ranking across thousands of relevant search terms, increasing its visibility within the accountancy market.
This sustained growth reflects the success of the long-term SEO strategy.
The website gained visibility across a much broader range of relevant searches, strengthening its position within the market and creating a stronger foundation for future organic growth.
Key SEO Outcomes
Key outcomes from the campaign included:
- A new SEO-led WordPress website designed and developed by Targeted SEO
- A long-term combined website and SEO strategy
- Technical SEO support and website management
- Dedicated hosting, maintenance and premium plugin support
- Content publishing and optimisation
- Service page development
- On-page SEO improvements
- Google Business Profile support
- Conversion tracking and reporting
- Organic search becoming the website’s largest acquisition channel
- 193,160 organic search sessions
- 110,645 engaged organic sessions
- 82% of all website traffic generated through organic search
- Growth from 392 ranking keywords to over 8,000
- Peak visibility of 10,353 ranking keywords
- 745 page-one keyword rankings
- 1,454 keywords ranking within the top 20 positions
- Strong visibility across VAT, tax, contractor, landlord, limited company and small business accounting searches
- A significantly stronger long-term organic search asset
What Made This Project Successful?
The success of this project came from building the website and SEO strategy together from the start.
WIS Accountancy did not come to us with a mature organic search channel already in place. The website had very little organic traffic, so the priority was to create the right foundations first.
We designed and developed a new SEO-led WordPress website, then built on that platform through consistent technical SEO, content strategy, on-page optimisation and website management.
That consistency mattered. Over time, the website moved from a low-visibility starting point to becoming a significant organic growth engine for the business. Organic Search became the largest acquisition channel, responsible for 82% of all website traffic, and the site grew from 392 ranking keywords to over 8,000.
The campaign also shows why SEO for accountants needs more than a standard brochure website. The strongest results came from combining a technically sound website with useful content that answered real tax, accounting and business questions.
This helped WIS Accountancy appear across a wide range of relevant searches, build topical authority and strengthen its presence in both traditional and AI-influenced search results.
For a larger accountancy practice, this is exactly what SEO-led website design should do. It should create a website that attracts users, answers questions, supports trust and gives potential clients multiple routes into the business.
Specialist Accountancy Websites & SEO
Need SEO or web design for an accountancy firm?
SEO for accountants is competitive, especially for firms that want to rank across multiple services, sectors and locations.
Your website needs to do more than list what you offer. It needs to explain your services clearly, build trust, answer client questions and give search engines the right signals.
At Targeted SEO, we help accountants and accountancy firms build SEO-led websites designed for long-term organic growth.
Our work combines SEO strategy, WordPress web design, technical SEO, content planning, on-page optimisation, local SEO, AI SEO, reporting and ongoing website support.
Contact us for a free discovery consultation.
