Digital marketing | Content marketing | UX web design | Brand strategy | SEO strategy
Accounting For Good is a team of expert accountants that operates in a niche market, but unfortunately their old website did not talk to the right people.
Brilliant Digital Founder Deb Croucher and Accounting For Good CEO Kirsten Forrester talk about how partnering with Brilliant Digital as a digital branding and marketing expert for accountants has rapidly turned this business around, not only increasing their leads but finally attracting the ‘right’ business leads.
The goals for Accounting For Good’s new website were threefold:
“We completely rewrote the website copy in order to tell the company story, to explain the service offering and really showcase this organisation as the results-driven and progressive company that it is, providing a highly regarded service to its clients,” says Deb.
We developed a strategy to create an online presence that reflects who the business really is. The team at Brilliant Digital achieved this through:
“We wanted our online presence to reflect who we really are,” explains Accounting For Good’s CEO, Kirsten Forrester.
“We’re a very warm and friendly team but we also embrace new technology to better service our clients and reduce the burden on their internal teams.
I’m a bit particular about language and have a view about how I want to present our company. In that regard, Brilliant Digital was great to work with.
Our feedback was heard and actioned, and we worked collaboratively, which meant that our team really had a sense of ‘vested interest’ in the website, too. It wasn’t just a marketing project developed in isolation from the client service team.”
As an outsourced accounting provider, Accounting For Good needs to engender strong levels of trust and open communication with clients, right from the start. The language on the website now better reflects this, and the client stories explain the various ways that Accounting For Good works with clients and what it can achieve for them.
“The content is easy to read, and the client stories are relatable,” says Deb.
“Considering a move to outsourced accounting is a big decision, and the case studies provide solid information about how the Accounting For Good process works, so that when potential clients make contact, they are already primed with sufficient knowledge to take discussions to the next step.”
“The results so far from our new website are impressive and encouraging,” says Kirsten. Accounting For Good is receiving increasing numbers of qualified leads.
“These clients are just what we’re looking for, and we’re what they are looking for, too. It’s a solid starting point for developing potential new client relationships. And they’re the ‘right kind’ of organisations too, which means we’re speaking directly to our target market.”
User statistics for the first month showed that organic traffic has a very low bounce rate of 38%. Users also stay on the website for more than three minutes, and the conversion rate is steadily increasing.
In line with the new website, Brilliant Digital has also improved Accounting For Good’s overall online presence, with a social media content plan and Google ads.
“Our dedicated SEO team has put a lot of work into both Google Analytics and Google Ads,” says Deb.
“But it’s the increase in free organic traffic that comes via Google Analytics that has been really impressive. Accounting For Good is now attracting people who are searching Google for not for profit accountants… this is exactly the niche audience Accounting For Good wants to work with.
“Our social media content plan includes an organic Facebook strategy and LinkedIn posts and we’ve also enabled an easy process for sending out their monthly e-newsletter.”
We can achieve the same kind of results as we have for Accounting For Good. We know that now two businesses are the same – that’s why we have a tailored approach for each of our clients, but relying on our tried and trusted process to get results.
Contact us today to discuss your digital branding and marketing needs.