- Headline result: Qualified advisory enquiries up 97%
- Industry
- Accounting and advisory
- Market
- Canada, Australia and the UK (accounting firm composite)
- Duration
- 90 days
- Type of client
- Professional service firms
- Services used
- Landing page design, Google Ads, conversion tracking, copywriting
- Evidence type
- Illustrative composite
Measured impact over 90 days
Qualified advisory enquiries up 97%
Cost per qualified lead down 32%
Average landing page conversion rate up from 4.1% to 11.8%
Enquiries for one-off tax returns only down 45%
Challenge context
The firm wanted ongoing advisory and bookkeeping clients, but its ads sent everyone to a homepage that led with tax returns. Most enquiries were small one-off jobs.
Starting point
- All paid traffic landing on the homepage
- Messaging aimed at everyone instead of the clients the firm wanted
- A long contact form asking for information too early
- Calls from ads not tracked
Implementation phases
- Phase 1Ideal-client definition and keyword mapping by client type (Weeks 1-2)
- Phase 2Landing pages for growing companies, contractors, e-commerce sellers and property investors (Weeks 2-6)
- Phase 3Short forms, call tracking and a booking calendar (Weeks 4-7)
- Phase 4Ad groups matched to each page, with weekly search-term clean-up (Weeks 5-13)
Use the framework, not just the headline number.
- A landing page should speak to one type of client.
- Ask for less information up front; qualify on the first call.
- Exclude the searches you don't want, as well as targeting the ones you do.
How this applies worldwide
One page per client type works in every country. We adapt the tax terms, regulator references and services to your market.
Context and limitations
Illustrative composite built from common Axzora Solutions engagements across our markets (Canada, Australia and the UK (accounting firm composite)). Figures are representative of this type of project; results vary with budget, competition, seasonality and how quickly recommendations are implemented.
Case study FAQs
How many landing pages were built?
Four, one for each client type the firm wanted. Each had its own headline, proof, services list and call to action.
Were professional advertising rules considered?
Yes. Claims, testimonials and fee references followed the rules of the professional bodies the firm's accountants belong to.
Would landing pages like these work for an accounting firm worldwide?
Yes. We adjust the client types, tax terms and regulator references to your country, but the method of one page per client type works everywhere.
Want a similar rollout?
Share your current baseline and we will map a phased execution plan to your growth goals.
