New client Exchequer Accountancy gave us a very specific brief – ‘make sure we are found by freelance construction workers, recruitment agencies and SMEs who want to know about IR35’.
No mean feat in the extremely competitive world of accountancy but a challenge we accepted with enthusiasm.
Inevitably, we started off by conducting a thorough technical and content audit of their website and activity to-date, before researching relevant search terms. Interestingly, we discovered Exchequer had lots of valuable content on their website that wasn’t being exploited. We fixed this relatively easily by re-organising the website and creating new pages to host this content.
Content really is king but it needs to be properly harnessed to be effective and drive organic search results.
We then created a dedicated IR35 hub on their website which features lots of user-friendly information and advice about the legislation.
Now, we are busy drafting a number of in-depth articles about IR35 which will be seeded out and which all link back to Exchequer’s IR35 hub.
This activity, along with the creation of landing pages to receive PPC traffic, is all starting to drive visits. We are on a mission to make Exchequer the first port of call for anyone who needs to know about IR35!