Four and a half times the enquiries.
ARB Accountants had a site that ranked for little and converted less. We rebuilt it on WordPress with the service and sector pages, the local signals, a tax calculator as the lead magnet, an automated follow-up and a Slack alert for every enquiry. Ten months on, organic traffic was up 1,109 percent and form submissions 350 percent.
- Forms+350%form submissions, ten months on
- Organic+1,109%organic traffic, January to October 2025
- Rankings28 newkeywords in the top ten
- Follow-upAutomateda sequence after downloads, Slack on enquiries
- Ten months, January to October 2025.As published November 2025.
- Client
- ARB AccountantsCloud bookkeeping, tax and advisory
- Sector
- AccountancySouthend-on-Sea, Essex
- Platform
- WordPressRebuilt, not patched
- Scope
- Site, content, local signalsLead magnet, follow-up, Slack alerts
- Measured
- Jan to Oct 2025GA4 and Search Console
A site that ranked for little and converted less
ARB is a cloud-first firm with a strong local reputation. The website did not show it. Three things were wrong, and they were connected.
Thin pages and a confusing route through them
Content was thin, the navigation did not match how people look for an accountant, and the site did not explain what ARB does or how to start. Visitors arrived and left.
No local signals for a local firm
For searches like "accountants in Essex" and "Southend accountants", the site carried none of the signals that put a firm on the map: reviews, citations, a maintained business profile, structured data.
No tracking, and nothing after the enquiry
Enquiries were not counted, so nobody knew which page or search produced them, and there was no follow-up once a form was sent or a guide downloaded.
A website that performed better in search, educated visitors clearly, and converted more leads without losing their minimal, trustworthy brand tone.The brief, in ARB's words
What we rebuilt, and what we wired in underneath
The redesign is the visible part. The pages, signals and plumbing under it are what moved the numbers.
A homepage that earns trust in the first screen
The site was rebuilt on WordPress with a smoother route through it. The homepage builds trust first, with the Google rating and a brand video, explains the services plainly and points to the next step. Every service, sector and support page is reachable from it.
Service pages rebuilt, and five sector pages added
Each core service page was rebuilt with a clearer structure, deeper content, FAQs and a focused call to action. Five sector pages, for medical practices, contractors, landlords, pharmacies and freelancers, position ARB as a specialist rather than a general accountant and target the searches those sectors actually make.
The signals that put a local firm on the map
Google reviews embedded on the homepage, new local citations, the business profile updated with services, photos and a stronger description, full address details with schema in the footer, and regular profile posts. Local rankings and the map pack followed.
Faster pages that search engines can read
Images converted to WebP, broken internal links fixed, lazy loading, caching and minified scripts, an updated sitemap and robots rules. Structured data for services, FAQs and the business itself. Headings rewritten around the questions people search, so the pages read well to people and to answer engines.
Enquiries that get counted and followed up
Calls to action redesigned across the service pages, a site-wide banner, and a simpler form. A rental property tax calculator as the lead magnet, an automated nurture sequence for everyone who downloads the tax year dates guide, and a Slack alert for every enquiry through Zapier, so the team replies while the lead is still warm.
A blog that answers the questions, with the owner on camera
Existing posts updated with schema and internal links, new posts on the questions clients actually ask, and the blog layout redesigned for reading and for cross-linking to services. A series of short videos with ARB's owner answering those questions, embedded in the posts that rank for them.
What the numbers did
January to October 2025, from ARB's own GA4 and Search Console, as published in the case study in November 2025.
Four and a half times the enquiries, with every one landing in Slack and the follow-up running on its own.
The structure, the sector pages and the local signals did the ranking. The content plan built on them.
Keywords that entered the first page of Google over the ten months, most of them local and sector terms.
Both charts are the case study's own exports. Session length and local visibility improved over the same period; they are not given as numbers because the case study does not give them.
"They want us to succeed"
Apexure has a personal touch; they don't treat us like any other client. They want us to succeed and help us in any way they can.
Six people, and a plan for the next ten months
The team on this project
- Project managerJasiya
- Account managerSajad
- DesignerIsrafil
- DeveloperAtul
- SEOMilan
- QAWefiya
A named account manager and a shared channel for the whole engagement. UK hours, which is the East Coast morning.
Three more sites with the plumbing underneath
Want this for your site?
Send us the URL and what an enquiry is worth to you. We come back with what we would change, what we would leave alone, and a fixed price. Sometimes the answer is three new pages and a tracking fix, and we say so.
UK hours, which is the East Coast morning.