And by the end of this video breakdown, you’ll learn how to do this for your firm as well.
When you click the button below you can then schedule a free strategy call with me where I’ll develop a marketing plan showing you how you can attract more clients and revenue for your firm
Book A Strategy Call(No Sales Pitch. Purely Consultative.)
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MyBookly is an accounting firm based out of Oakville, ON that focuses on helping tech, ecommerce and crypto businesses with their general accounting and tax needs.
In today’s case study we go over how we helped them see a 462.5% marketing-ROI by re-designing there website, and working on there Google SEO & Google Ads.
❛❛Working with Sachin has been a great experience. He really knows his stuff when it comes to accounting marketing, and his honest, straightforward feedback on our sales and marketing process was exactly what we needed.
He’s professional, easy to work with, and genuinely invested in helping our accounting firm grow.❜❜
The Challenge
A common challenge accounting firms face when looking to grow or scale their business is running out of referrals and networks.
Many accountants start by relying on referrals as their main source of client generation, but what do you do afterward?
Referrals are great, but they’re not predictable. By using the marketing methods I’ll discuss today, you’ll gain a clear understanding of how they work and how to quantify the results.
The first challenge the client faced was an outdated website design. Many accounting firm websites share common issues: they’re outdated, lack the content users seek, and fail to showcase why prospects should choose them.
Your website reflects your firm’s brand. Even if you provide excellent accounting services, a poorly designed website won’t distinguish you from other accounting firms to potential clients who don’t already know you.
The client was using HubSpot but hadn’t properly integrated it into their website and Bark.com account. They also didn’t fully utilize their HubSpot CRM to manage client updates and track lead sources.
This oversight made it difficult to enhance other marketing initiatives. Understanding which marketing channels and strategies drive the most leads and revenue is essential for effective budget allocation.
Although the client invested heavily in referral incentives and Bark.com leads, they hadn’t developed a predictable marketing engine to generate consistent leads.
Referrals and Bark.com leads are somewhat unpredictable, and such factors are considered when assessing the value of your business if you’re ever looking to sell, or if you’re looking to systematize your business to save yourself time.
The Solution
We first began our marketing strategy by focusing on the client’s positioning strategy, asking, ‘What does your ideal client look like?’ The client expressed interest in the crypto, tax, and small business sectors.
We then analyzed the competition to identify the most effective marketing strategy to deliver results based on there ideal client, we knew SEO & Google Ads would be the most effective strategy.
Below, you’ll find a high-level overview of the strategies and tactics we implemented to ensure measurable progress for the client.
A common mindset when running a business is to take on any client you can get. And while that’s understandable, niching down has significant advantages when it comes to marketing.
Through my experience with MyBookly and other accounting clients, I’ve found that focusing on a specific industry or service (e.g., Real Estate Tax Services) allows us to communicate more effectively with potential clients compared to a generalist firm.
And this is exactly what we did. We developed industry and service specific pages that revolved around the types of keywords there ‘ideal clients’ would search for on Google.
By improving MyBookly’s landing page experience, we not only meet Google’s ranking requirements, but you also provide users with a better experience, leading to more client appointments.
Here’s how to optimize your landing page:
When it comes to increasing your brand’s authority online, there are many benefits and ways to go about this. Google favors websites that are mentioned by other reputable sources and linked back to.
A strong brand presence increases search volume for your business name (which can be tracked using SEO tools), boosts business valuation, and separates you from competitors which makes it easier when trying to close them as clients.
This ties into the Landing Page section. By prioritizing the user experience, meaning ensuring your website delivers the content users are looking for, Google will reward you with higher rankings.
Key SEO best practices:
Google Ads is expensive and becoming more competitive. To maximize ROI, avoid generic keywords like “Toronto accountant,” as they are highly competitive and costly.
Instead, focus on niche keywords such as “real estate tax compilation”.
If you’re starting as an accountant, you may not have a Client Relationship Management (CRM) system yet. However, implementing one saves time on client management and improves marketing efforts.
With a CRM, you can:
Prioritize your websites design and ensure it matches your companies values and brand reputation. For example, if you consider your firm to be ‘highly professional’, ensure your website matches this. If you’re an accounting firm that focuses primarily on ‘law firms’ then ensure your website matches a typical law firm websites theme.
Your website should align with your company’s values and brand reputation.
A strong website reinforces trust and sets the right expectations for potential clients.
When you click the button below you will have the option to book a free strategy call with me so that I can walk you through my exact process for growing your firms client-base and annual revenue.
(No Sales Pitch. Purely Consultative.)
The Results
Marketing takes time, and for MyBookly it took roughly 6-months to see traction after there website re-design and marketing implementation.
But after they saw a spike in leads and exactly 462.5% revenue within 30-days, it showed that everything we’d worked on the client started to payoff.
Below is a screenshot of leads that came through MyBookly’s email inbox as a result of our efforts.
The Conclusion
Marketing is an ongoing initiative that requires constant ideation and iteration to adapt to the ever-changing landscape (e.g., ChatGPT vs. Google).
When clients like MyBookly work with Shorecrest, we ensure they receive their desired outcomes regardless of the channel or strategy we choose.
We simply adapt based on what’s working in the industry. Right now, it’s Google, but that could very well change in the next five years with the introduction of generative AI.
When you click the button below you can then schedule a free strategy call with me where I’ll develop a marketing plan showing you how you can attract more clients and revenue for your firm
(No Sales Pitch. Purely Consultative.)
Shorecrest Digital is a boutique sales & marketing agency located in Toronto, ON that focuses on helping accounting firms grow there book of business through client acquisition.
Address: 457 Plains Rd E. Burlington, ON L7T 0B8
