Their website was outdated, lacked strong local SEO signals, and wasn’t effectively communicating their expertise. Content was thin, navigation was confusing, and the site struggled to convert traffic into enquiries.
The goal was simple: Turn ARB’s website into a modern, search-optimized, lead-generating platform that reflects their expertise and local authority.
The redesign needed to fix technical issues, improve the site structure, strengthen EEAT, and rebuild core service pages so users could clearly understand what ARB offers and how to get started.
At the same time, we had to address weak local SEO, outdated UX, and missing tracking to ensure the site could attract high-intent local traffic for keywords such as “accountants in Essex” and “Southend accountants.”
We redesigned the entire website to create a smoother flow for users. The homepage now builds trust quickly, explains ARB’s services clearly, and guides users toward the next step. A brand video reinforces credibility and reflects their digital-first approach. The new structure ensures every service, industry, and support page is easy to find, improving engagement and navigation.
Each core service page was rebuilt with: • clearer structure • improved content depth • focused CTAs • FAQs • industry-specific messaging This helps users understand the offer instantly and encourages faster conversions.
We built dedicated industry pages targeting: We built niche sector pages (Medical, Contractors, Landlords, Pharmacy, Freelancers) to target highly specific keywords and improve relevance. These pages strengthen ARB’s position as a specialist rather than a general accountant.
We updated existing blogs, added schema, improved internal linking, and published new high-intent topics, all structured around EEAT. The blog layout was redesigned for readability, better engagement, and cross-linking with relevant services.
We strengthened ARB’s local visibility by embedding Google Reviews on the homepage, building new local citations, improving the GBP with updated services, photos and a stronger description, and adding full NAP details with schema in the footer. Regular GBP posts also helped improve map-pack performance and local keyword rankings.
We improved site performance by compressing images into WebP, fixing internal link errors and enhancing Core Web Vitals. Additional improvements included lazy loading, stronger caching, minified scripts, updated sitemap and robots rules, and structured data for services, FAQs and LocalBusiness. These upgrades helped the site load faster and improved overall crawlability.
Conversions improved after we redesigned the CTAs across key service pages, introduced a site-wide banner, and refined the form experience. We also launched a new lead magnet (Rental Property Tax Calculator), added an automated nurturing sequence, and connected Slack alerts through Zapier so the team receives leads instantly. This led to more enquiries, higher conversion rates and faster follow-ups.
We built a dedicated automated nurturing sequence that sends helpful, finance-focused content to new leads. This ensured prospects stayed engaged even after downloading the Tax Year Dates PDF, resulting in warmer leads and more qualified enquiries.
To improve follow-up speed, we connected ARB’s website forms to Slack using Zapier. Every new enquiry now triggers an instant Slack alert, helping the team respond faster and reducing lost leads.
We restructured content using intent-led, query-based headings and improved topical depth across service and blog pages. Clear entity relationships, refined internal linking, and consistent terminology helped search engines better understand ARB’s services, expertise, and relevance across key accounting topics.
The website was optimised for AI-driven search and answer engines through structured data, clear content hierarchy, and concise explanatory sections. Pages were aligned to surface well in generative search results by improving contextual clarity, service definitions, and machine-readable signals without altering the site’s natural tone.
We produced a series of YouTube videos featuring ARB’s CEO answering high-intent customer questions. These videos were embedded into relevant high-performing blog articles, strengthening EEAT signals, improving engagement, and supporting both traditional search visibility and AI-assisted discovery.
The redesign created a faster, clearer, more trustworthy website that converts better and ranks higher. The mix of UX improvements, content restructuring, and SEO optimization helped ARB attract high-intent users and convert them into leads.
10-month performance improvement:
+1109% growth in organic traffic
+28 new top-10 keyword rankings
350% increase in form submissions
Noticeable improvement in local visibility
Higher engagement and longer session duration
Stronger trust signals through reviews, video, schema & optimized content
