CASE STUDY:

Boosting Defacto FD’s Online Reach and Engagement

Defacto FD is a Glasgow-based accountancy firm dedicated to making financial information accessible and comprehensible to businesses of all sizes across the UK.

The Challenge

The Problem

Defacto FD, a Glasgow-based accountancy firm, stands out for its commitment to making financial information accessible to a broad audience across the UK. Despite the noble intent, the firm faced a significant challenge: the complexity of financial and legislative content made it difficult for the general public to grasp. Furthermore, Defacto FD sought to enhance their online presence to reach more companies, big and small, necessitating an effective strategy to translate technical content into easily understandable formats and improve search engine rankings.

The Strategy

The Solution

To address these challenges, Defacto FD partnered with Marketing Mavens, who embarked on a comprehensive strategy focusing on SEO optimisation, content creation, and user experience improvement:

SEO Optimisation: Marketing Mavens implemented SEO changes across all website services to elevate Defacto FD’s visibility on search engines, aiming for higher rankings.
Content Creation: Understanding the need for simplicity in communication, the team produced high-value blogs and guides. These resources were designed to help SMEs navigate accounting complexities, presented in bite-sized, relatable language. Additionally, Paid Search Campaigns were launched to boost conversions in the short term.
User Experience Enhancement: An audit of Defacto FD’s website highlighted several user experience issues, such as slow page speeds, inconsistent design, and suboptimal layout. Marketing Mavens addressed these issues, significantly improving the overall user journey on the website.

The Results

The collaboration between Defacto FD and Marketing Mavens yielded remarkable outcomes over a nine-month period:

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Increased rankings

Search Engine Rankings: There was a 25% increase in Google rankings for focus keywords, significantly boosting the firm’s online visibility.

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Increased visibility

Online Visibility: The Total Visibility score on Google for Defacto FD escalated from 7% to 48%, marking a substantial improvement in the firm’s digital footprint.

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Conversion rate

Conversion Rate: The AdWords Campaigns executed as part of the strategy achieved a 2.38% conversion rate, demonstrating the effectiveness of the targeted advertising efforts.

The Conclusion

The strategic partnership between Defacto FD and Marketing Mavens successfully overcame the initial challenges through a targeted approach involving SEO optimisation, tailored content creation, and user experience improvements. These efforts demystified financial information for a wider audience and significantly enhanced Defacto FD’s online presence and engagement. This case study showcases the power of collaborative innovation in solving complex problems and achieving remarkable results.