Skip to content

How Smooth Accounting Attracted 600+ New Clients with SEO

Back to Case studies

It was clear from the get-go that Jeri Williams was more than your average accountant. She had a clear vision of where she wanted to take her brand and her sights set on substantial growth. Our SEO and web design support, combined with Jeri’s dedication and social media presence has helped to achieve her business goals, and then some.

smooth accounting seo case study
Increase in organic traffic (first 12 months)
Pages with high organic traffic
Page 1 rankings
Organic keywords in the top 5 search results
Website users (last 2 years) 70% traffic from organic search

Project overview

Customer brief

  • A new website to reflect the new Smooth Accounting brand
  • Improved website content about services and target audiences
  • Grow website traffic and enquiries
  • Increase client base in the Portsmouth area
  • Grow customer base to a wider area

Targeted SEO Services

The Smooth Accounting website is clean, easy to use and more importantly generates daily enquiries for the practice.

Where we started

We achieved some success in optimising the J. Williams & Co website, but it was clear that a brand new site was necessary to match Jeri’s ambition.

We’re delighted to have been on the journey with Jeri and look forward to even greater success in the future.

The challenge

When we first started to work together, the J. Williams & Co website, as it was, did not reflect Jeri’s corporate or personal brand. It was fairly basic and had little to no presence in organic search rankings for her target regions and services.

So, we started work on a fully integrated web design and SEO strategy to help grow her unique brand and client base.

What we delivered

Brand enhancing website design

We worked with Smooth Accounting’s new brand guidelines to put together a visually engaging and distinctive website. This wasn’t just skin deep branding; we worked with Jeri to understand her unique tone of voice and modern approach to accounting to make it come alive in the content. 

A smooth website relaunch

One of the most important parts of the brief was to make the transition from J. Williams & Co to Smooth Accounting without losing the existing rankings we had started to build. We used Google Search Console and were meticulous in making sure redirects were put in place. It was a success; from day one, the new Smooth Accounting website hit the ground running and the domain retained its existing rankings.

A clean, optimised website designed to generate leads

Once we had nailed the aesthetic of the website, we set about building it to fulfil its main purpose – to generate new business. We focussed on a strong user experience, technical SEO and a logical site architecture. The site is clean, functional, easy to navigate, and with clear calls to action throughout. 

Wide local SEO campaign

Smooth Accounting relocated to Portsmouth, so we worked hard to ensure this was reflected in local search results by carrying out an audit of existing citations and employing a new link building strategy. 

In line with Jeri’s goal of expanding her audience reach, we developed highly optimised entry landing pages for each of her target counties, towns and cities.

Example of local SEO campaign.

Service page optimisation

Developing highly optimised service pages on the site for a range of accounting services proved to be extremely successful. Many of Smooth Accounting’s pages now rank in the top positions and as a result generate new leads on a daily basis. We have maximised on-page and technical SEO to ensure these stand out in the SERPs (search engine results pages).

Nation rankings for local accounting firm - seo case study
Website page ranking highly for key accounting service.

Blog optimisation

A blog packed full of rich, useful content is SEO gold. We took Jeri’s existing content and optimised it for search results. We also began to research and create new blog content based on the most valuable search terms. Along with Jeri’s terrific social media campaign, this has really helped to establish Smooth Accounting as a strong industry voice and the site has won featured snippets.

national rankings for accountant in SEO case study

Maximising Google Reviews and gold stars

The power of Google Reviews can’t be underestimated, especially when it comes to a service-based industry such as accounting. Smooth Accounting has worked extremely hard to collect Google Reviews that are linked across their various platforms. Utilising schema markup we have made these visible in the search results, to give the listing stand out and increase click through rates.

The result

Jeri is now a very well-known influencer within the accounting space and across LinkedIn and YouTube. The Smooth Accounting website enjoys a high rate of steady organic traffic and has become an authority website within the accounting industry.

Smooth Accounting continues to be a very successful accounting firm with a distinctive, cohesive online presence. We’re thrilled to have played a part in the company’s success and continue to enjoy a great working relationship.

Are you an accountant looking to grow your online presence and generate more leads? Take a look at our SEO services for accountants and fill in our contact form to apply for a consultation. 

We have worked with Targeted SEO for a number of years now and highly recommend them. They have contributed towards the growth of our business (over 600 clients and counting) through their effective SEO and web design service. They also successfully managed the rebranding of our company website so no rankings and traffic were lost, developed a local SEO campaign and continue to provide a valuable marketing service to our business.

Jeri Williams @ Smooth Accounting Ltd.

Related services

Optimised Web Design

It all starts with an expertly crafted, brand-enhancing website. We design fast, fully optimised websites that are a pleasure to use and help to make the internet a better place.

Local SEO Services

If you are competing on a local level, then local SEO is crucial in helping customers find your business - before they find your competitors. We can help you dominate local business searches using tried and tested local SEO techniques.

On-Page SEO Services

We use industry-leading technology and SEO know-how to create websites that search engines love. We have a wide range of professional techniques at our disposal to ensure your site speaks the same language as Google.

Brand Development

As part of our bespoke SEO packages, we offer brand development services in line with your business strategy. We can transform your visual brand and develop a distinct tone of voice to convey your key messages.

Related case studies

SEO case study for VW Taxation accountants

How we have achieved over 100 top 10 rankings for local accountants – and counting!


Targeted SEO successfully transformed VW Taxation's online presence by implementing an E-E-A-T-focused strategy, including a fully optimised website, strategic planning, brand refresh, and a blog content strategy. Their local SEO efforts resulted in a #1 rankings for accountants in local areas. The measurable success includes a remarkable 181% increase in organic website traffic within the first 12 months, a 4% boost in website leads in 2022, and an additional 18% increase by Q2 2023. The ongoing collaboration involves local SEO and content strategy maintenance, showcasing the impact of Targeted SEO's services on VW Taxation's online performance.

independent financial advisor seo case study

SEO Success: Impressive Organic Traffic Growth for a Financial Advisor


This was a highly successful SEO campaign which after 2 years of work has produced a website which will continue to deliver leads and enquiries from the organic search results long into the future. The website is now an asset to the business, rather than just a brochure website to refer people to.

Local SEO & Optimised Web Design: Transforming an Accountant’s Online Success


The strapline that Treetops lives by is helping your business grow from acorn to mighty oak and this was certainly the case for the new website too. Working closely with a skilled member of their team we researched all the pages we’d need to create, linked from their main services page. This included the keywords to target within these pages and any FAQs to answer. We set to work designing the new website based on their motto.

Yes Can Do Money SEO mortgage broker case study

We increased YesCanDo Money’s organic visitors by 1,896% in the first year – yes, you read that right!


YesCanDo Money, a Hampshire-based mortgage broker, invested wisely in an SEO campaign during the pandemic, resulting in significant success and a substantial return on investment. Targeted SEO's integrated approach involved website design, local SEO targeting Portsmouth and expanding to a nationwide client base, a robust content strategy emphasising quality blog content, and an off-page SEO strategy focused on safe and valuable link building. The results included increased Google positioning, substantial traffic growth, and a notable rise in enquiries and sales, as acknowledged by the founder and director, Steve Roberts.

  • Targeted SEO have recently built our recruitment business a brand new website. Dealing with Ben is like a breath of fresh air. He's responsive, professional and really easy to deal with. We're delighted with the website and can't wait to show it to our customers.

    Ben Leeds @ JLA Resourcing
  • We have been working with Ben and Harry for over a year now and we are delighted with the results we are getting. They have a very defined process which we follow that plays a big part in helping us get excellent results. They are clearly experts in what they do, very professional and good fun to work with.

    Roland Moss @ Butt Miler Chartered Accountants
  • Really happy with the work done by the team. They have massively improved our website's look. It looks so professional! Potential customers looking at the website will now have a great representation of what we're are and what we stand for. The team is very responsive and are really great guys. Thanks guys :)

    Chris Demetriou @ Archimedia Accounts
  • Simply amazing service and support. I've used numerous other SEO companies and none even come close to the level of service and experience that Ben & his team have. I will be recommending Targeted SEO to others without hesitation.

    Joe Davies @ Malum Integrated Pest Management
  • Ben and the team rebuilt our website, moving it from Wix to Wordpress. They have really done us proud, creating a website that is so much more professional but has kept all our brand personality too. The team are always responsive whenever we send requests, coming back quickly and helpfully and we are really looking forward to continuing to work with them to build our approach to SEO.

    Rebecca Brown @ Think Wow