Client's Key Goals and Achievements
The client approached Market Pilot Agency with two primary objectives. First, they aimed to increase their brand visibility in the Leicester area. Since they were based in a nearby small town, local growth opportunities were limited, so expanding their reach beyond the immediate region was essential.
Second, they wanted to drive more traffic to their website and generate additional qualified leads. While already well-established, the client sought to grow their business further by increasing service sales and attracting new customers through a stronger online presence.
The Marketing Strategy
For this client, Market Pilot Agency implemented a full SEO strategy complemented by a comprehensive content plan. Since the client wanted to focus specifically on the Leicester area, our SEO team optimised the entire website to target this location rather than relying on alternative solutions such as separate location pages.
This approach included a complete rewrite of the site’s five main landing pages: the homepage, payroll and pension, self-assessment, VAT, and bookkeeping services pages. We focused on location-specific keywords such as “bookkeeping services in Leicester” and “self-assessment Leicester” to improve visibility for highly relevant searches.
To reinforce the on-page optimisation, we applied off-page SEO strategies to build strong local relevance in Leicester. This included creating high-quality local backlinks and utilising local business citations to enhance authority and search performance.
The Results
The campaign delivered strong results, with noticeable improvements early on. Within the first year of working with Market Pilot Agency, the client experienced significant growth for key targeted keywords:
- “Tax advising service Leicester” climbed 28 positions in search rankings.
- “Bookkeeping services Leicester” rose 29 positions.
- “Accountant to do tax return” improved by 11 positions.
These gains translated into increased visibility in the Leicester area, driving more qualified traffic to the website and generating a higher number of leads for the client.
The client is a family-run accountancy practice offering a comprehensive range of tax and accounting services for businesses and individuals of all sizes. Their expertise includes tax preparation and planning, accounting and bookkeeping, payroll processing, business consulting, and financial planning.
They pride themselves on delivering personalised, professional service and fostering long-term relationships with clients. By taking the time to understand each client’s unique needs and goals, they create fully tailored solutions that go beyond standard accounting, providing strategies that truly work for the individual or business.
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