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Learn How This Accountant Increased Bookings By 33% with An Accountant Marketing Funnel

Meritous provides unparalleled personalised accounting services to a broad range of clients across the Brisbane area.

Laptop - Mobile View - Meritous (1)
33%

Increased Bookings

46%

Increased Traffic

22%

Increased CTR

1

Marketing Funnel

Accountant Marketing Results

Thanks to the effective CRO techniques my team provided, Meritous’ conversions skyrocketed. With their prior website, they were providing roughly 45 free “health checks” per month. Now, that number is just shy of 60, meaning the company has seen a 33% increase in their bookings! They've also seen an increase of 46% direct traffic from Google Ads.

Client Profile

Founded by Stephen Brake, Meritous is an accounting firm serving clients in Brisbane. They specialise in construction business accounting and small business accounting.

The Challenge

Few accounting firms specialise in both construction and small business services. That breadth of expertise is what makes Meritous so unique. All they needed was a user-friendly online vehicle that would get that message across to their customers. No frills, no nonsense – just clear, accessible information for those who need it.

Meritous wanted to go one step further to ensure their site was as clear as possible. They especially hoped to emphasise their services and unique selling points (USPs) on the site. They wanted potential new clients to have a firm grasp on what they could expect when working with Meritous.

Meritous was also keen to attract some new clients. To that end, they needed to generate more conversions through their website. When they came to me, they asked me to develop creative and effective solutions to bring in more business.

The main goals of this project were to:

• Create an intuitive platform to improve customers’ user experience,
• Showcase the brand’s service offerings and USPs, and
• Generate more conversions

Our Solution

I developed a three-pronged strategy to create a website that would reach Meritous’ goals.

First, I scrapped the existing web design and inserted a new template. Under this template, the home page featured a simplistic design of two buttons. One was for the construction business accounting page and the other was for the small business accounting page. This made it super easy for customers to identify and select which page was best suited to their needs. Each page featured a simple long-scroll design, making it seamless for users to access the information they needed.

Next, I created grids on each landing page dedicated to Meritous’ services and their USPs. I included eye-catching icons over each point to make the layout more engaging. I also used a conversational yet professional copywriting tone in each section. Doing so helped create an easier reading experience for the user.

To reach the third goal, I used a couple of agile conversion rate optimisation (CRO) strategies. I worked with Stephen to develop a limited-time deal that would incentivise customers. We decided to offer free, no-obligation “health checks”. In these sessions, Meritous would assess the customer’s situation and provide financial advice. We featured call-to-action (CTA) buttons across both landing pages, which facilitated customers’ bookings. We also included a step-by-step breakdown of the meeting structure, so customers would know exactly what to expect.

The Payoff

A simple accountant marketing strategy. Major rewards.

Upon seeing the website, Stephen and all his staff members loved how much easier the new web design was to use. In the months following its launch, they received similar comments from new customers.

Thanks to my team’s effective CRO techniques, Meritous’ conversions skyrocketed. With their prior website, they were providing roughly 45 free “health checks” per month. Now, that number is just shy of 60, meaning the company has seen a 33% increase in their bookings! They’ve seen an increase of 46% direct traffic from Google Ads. An increased CTR of 22%. And they’ve got a streamlined marketing funnel that captures leads ongoing.

Want to talk about Accountant Marketing for your business? Contact Josiah’s LinkedIn account for a one on one session.

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