Client overview
A UK based accountancy firm with 9 employees, supporting SMEs and contractors with services including bookkeeping, tax returns, VAT, payroll, and year end accounts. The firm had a solid referral base but wanted more consistent inbound leads from Google, especially in London and the South East.
Goals
Increase qualified organic enquiries without relying on directories and paid ads
Improve rankings for high intent accountancy searches and core service pages
Build stronger trust signals and a clearer site structure to support long term growth
Starting point
Service pages were thin and overlapped in intent
No clear location targeting beyond a generic contact page
Weak internal linking and no topical structure
Poor visibility for non branded searches like “accountant for contractors”
Tracking did not separate calls, forms, and enquiry clicks cleanly
Strategy and approach
Technical and tracking foundation
Fixed indexation and duplication issues caused by multiple page variations
Improved mobile speed on key landing pages by compressing assets and removing heavy scripts
Implemented clean event tracking for calls, forms, and enquiry button clicks
Added schema for organisation, services, and FAQs
Money page rebuild
Created or rebuilt pages around real search intent, including:
accountant for small business
accountant for contractors
bookkeeping services
VAT returns
payroll services
self assessment tax returns
Each page was expanded with:plain English explanations of what is included
who the service is best for and common mistakes to avoid
pricing and process guidance where appropriate
compliance friendly trust elements such as qualifications, software used, and testimonials
a simple “what happens next” enquiry flow
Local and niche expansion
Built dedicated pages for London and key surrounding areas
Added niche pages for high converting segments such as contractors, property landlords, and ecommerce sellers
Improved Google Business Profile and launched a review acquisition process
Authority building through manual outreach
Produced practical guides for SME finance and tax topics that attract links naturally
Secured niche relevant guest post placements on real business and finance sites through manual outreach
Used mostly branded and natural anchors to avoid over optimisation
Built supporting links to key guides and service pages to strengthen topical authority
Work delivered
Technical audit and fixes across site templates
6 core service pages rebuilt and expanded
2 location pages created and optimised
6 supporting blog posts targeting high intent questions
8 outreach placements secured and published with contextual links
Tracking dashboard for calls, forms, and organic enquiries
Timeline
Weeks 1 to 2
Audit, fixes, tracking, service page plan
Weeks 3 to 6
Service pages rebuilt, internal linking, first content published
Weeks 7 to 12
Local SEO improvements, additional content, outreach placements, conversion optimisation
Results after 12 weeks
These results are shown as an example format you can use on the page.
Organic sessions up 61 percent
Non branded impressions up 74 percent
Enquiry form submissions from organic up 46 percent
Phone calls from organic up 31 percent
10 priority keywords moved into the top 10, including:
accountant for contractors London
bookkeeping services London
VAT return accountant
payroll services for small business
Cost per lead decreased as the firm reduced spend on directory leads
What the client said
We’ve relied on referrals for years, but this has brought in consistent new enquiries. Everything was explained clearly, delivered on time, and the reporting was easy to understand.
Key takeaway
In competitive professional services niches, results come from combining strong service pages, clear trust signals, and careful authority building. Links alone do not do it. Structure, relevance, and credibility do.
Call to action
If you want a similar plan for your accountancy firm, Finsem can map your money pages, fix technical issues, and run manual outreach that supports sustainable rankings and leads.