Specialist Not For Profit Accounting Firm
- 30% year-on-year growth in organic traffic
- 30% annual uplift in qualified inquiries
- Top 3 ranking for NFP accounting in Google & AI search
Background
About the Client
Accounting For Good is a specialist accounting practice servicing the not-for-profit and charity sectors. It supports NFP leaders in understanding their financial goals, specific NFP financial governance regulations, audits, and reporting. While the core function is transactional, Accounting For Good offers additional services, including CFO outsourcing, Xero implementation, training, and financial consultancy.
The challenge
The leadership team identified a gap in its outward communication strategy. The website didn’t reflect its level of professionalism and was not attracting its ideal client profile. Its ancillary services weren’t widely recognised. The Accounting For Good team is highly qualified and experienced; however, its competitors outpaced it, and its digital presence, search visibility, and communication strategy required an overhaul.
Accounting For Good spoke with Deb at Brilliant Digital with an ambition to create a digital presence that met the high-level requirements of Australia’s top-performing not-for-profit organisations, targeted their ideal client and generated qualified leads, showcased their skills, expertise, and services, and ranked highly on Google and AI search platforms.
The Strategy
Our Strategic Approach
Deb and the team undertook a comprehensive audit and customer and competition analysis. An inclusive approach required a dynamic B2B digital marketing strategy, including a brand strategy, B2B website design, SEO restructuring, and construction. A messaging and content schedule, email newsletters, and LinkedIn marketing.
The brand strategy included:
- Brand positioning inc:
- Purpose, proposition, messaging & voice
- Typography, graphics, and assets
- Brand guidelines
- National and international market research and dynamics
- Brand extension and longevity
- Digital landscape
- Brand differentiation
- Competitor analysis
Since the brand and website overhaul, Accounting For Good has experienced:
- 30% year-on-year growth in organic non-paid traffic
- 30% annual increase in online qualified inquiries
Accounting For Good has a powerful online presence, ranking in the top three accounting practices for the NFP sector on Google and AI search. It is consistently referenced in AI search for expertise and trust.
30% year-on-year growth
in organic traffic
Top 3 rankings
for 30+ key terms
Consistent enquiries
through email & organic search
Ongoing 9-year partnership
with quarterly growth reviews
“We now receive qualified leads that match our expertise. This means we onboard more suitable clients and can service them effectively and professionally.”
Ongoing Partnership
Built for the Long Term
“We spoke with Deb at Brilliant Digital, highlighting the need to qualify our clients. This had become a significant challenge and was eating into our resources. The website design and messaging shift has transformed our business. Leads are high quality and consistent, and the team is skilled at scaling us up when needed.”
We listen to our clients. Most of the time, a business knows its ideal customer, and our role is to help them attract that client profile. Working collaboratively, conducting the research thoroughly, and not making assumptions ensures we design and execute a B2B marketing strategy that gets results and positions clients where they want to be.
Connect with Brilliant Digital for strategic growth
We take a strategy-first approach to everything we build and support its growth with data-driven insights. Our team is a collaborative group of professionals who value long-term relationships and shared success.
Whether your business needs a marketing refresh or an overhaul, we are Australia’s leading digital marketing specialists for SMEs. Contact us today.
