How an Accountancy Practice Doubled Website Traffic and Increased Qualified Leads by 200%
Every accountancy practice wants a steady stream of enquiries from business owners looking to grow their companies. The challenge is rarely the quality of the service they provide. Instead, it’s ensuring potential clients find them before they discover a competitor.
At Altitude Internet, we recently partnered with a local accountancy practice that was struggling to generate consistent, high-quality leads online. Although the firm had a professional-looking website, enquiries were unpredictable and often came from prospects who were not the right fit for the business. They had previously experimented with Google Ads, but the results were inconsistent, leaving referrals as their primary source of new clients.
Within just a few months, the results told a very different story. Website traffic increased by more than 100%, qualified leads grew by over 200%, and the cost per lead fell significantly. Most importantly, the practice established a predictable monthly pipeline of enquiries from businesses that matched their ideal client profile.
Identifying the Weaknesses in the Existing Google Ads Campaign
Our first step was to conduct a detailed review of the firm’s Google Ads account. We quickly identified several areas that were limiting performance. The campaign relied heavily on broad match keywords and targeted a geographical area that was far too wide. As a result, the adverts were attracting visitors who had little intention of becoming customers.
Although the adverts were generating clicks, many visitors left the website almost immediately, leading to poor conversion rates. The advert copy was also too generic, failing to highlight what made the accountancy practice different from its competitors. This meant the business was paying for valuable website traffic without making the most of every visitor.
Building a More Targeted Google Ads Strategy
Rather than continuing to compete for broad and expensive search terms, we completely restructured the Google Ads campaign around commercial intent.
The campaign was narrowed to focus on businesses within a 15-mile radius of the firm’s location, ensuring that every advertising pound was spent reaching the most relevant audience. We also targeted highly specific search terms that reflected the services prospective clients were actively searching for, allowing us to attract users who were much closer to making an enquiry.
Alongside this, we created tightly themed advert groups, wrote more compelling advert copy and expanded the campaigns using call extensions, callout assets and sitelinks. These improvements helped increase visibility within Google’s search results while encouraging more users to click through to the website.
Creating a Landing Page Designed to Convert
Driving traffic is only one part of a successful digital marketing campaign. Converting those visitors into genuine enquiries is where real business growth happens.
Instead of directing users to the homepage, we developed a dedicated landing page specifically designed for Google Ads traffic. Unlike a homepage, which typically serves multiple audiences and objectives, a landing page focuses on one clear goal and speaks directly to the needs of a specific customer.
The page addressed the issues that matter most to business owners, including reducing tax liabilities, saving valuable time, increasing profitability and remaining compliant with current legislation. Every section of the page was designed to reassure visitors that they had found the right accountancy partner.
Visitors were encouraged to either download a helpful e-book containing practical advice on growing their business and reducing tax or book a consultation with the firm. This focused approach significantly improved conversion rates by reducing distractions and guiding users towards taking action.
To further strengthen trust, the landing page featured client testimonials, credibility signals, mobile-friendly design and simple contact forms, making it quick and easy for prospective clients to get in touch.
Measuring Performance and Maximising Return on Investment
One of the most overlooked aspects of digital marketing is accurate measurement. Without reliable data, it becomes difficult to understand which marketing activities are generating real business results.
To solve this, we implemented comprehensive conversion tracking that monitored form submissions, e-book downloads and telephone enquiries. This gave the client complete visibility over the performance of their campaigns and allowed us to demonstrate a clear return on investment.
By continually analysing the data and refining the campaigns, we were able to improve performance over time while reducing the overall cost of acquiring new customers.
A Strategy That Works Across Multiple Industries
Although this project focused on an accountancy practice, the same digital marketing principles can be applied across a wide range of professional service industries.
Businesses such as solicitors, financial advisers, mortgage brokers, dentists, estate agents, surveyors, consultants and home improvement companies all benefit from attracting highly targeted traffic and directing visitors to landing pages designed to convert enquiries into customers.
In many cases, improving landing pages, refining targeting and optimising conversion rates delivers a greater return than simply increasing advertising spend.
Helping Businesses Generate More Leads Online
For more than 12 years, Altitude Internet has helped small and medium-sized businesses generate more website traffic, increase qualified leads and grow their customer base through tailored digital marketing strategies.
Whether you’re looking to improve your Google Ads campaigns, increase organic search visibility or create a website that converts more visitors into customers, our team has the experience and expertise to help you achieve measurable, long-term results.
If you would like to find out more or schedule a call with a member of our team, visit https://altitudeinternet.com/contact/
We are a five-star rated, award-winning Google partner Agency specialising in search engine optimisation (SEO) and Google Ads management (PPC). With offices in the UK and Ireland, we have a team of local experts who understand your market and can likely help you achieve your online growth goals.
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