In ten months, we took a London bookkeeping firm from zero organic leads to number one on Google for the city’s hardest bookkeeping terms.
That won them 14 enquiries, 6 new clients and £30,948 a year in recurring fees, all from one SEO retainer.
Bookkeeping is a Your Money or Your Life sector. Google will not rank a finance site without strong E-E-A-T, and its core updates reward topical authority and commercial relevance.
So we pointed every part of the work at one outcome: rank for the commercial London searches a business owner actually types, then give them a site that makes getting in touch effortless.
That meant commercial only. No informational keywords. We went after the bottom-of-funnel terms people search when they are ready to enquire, then built for the buyer behind them.
Paul’s average client turns over £1.2m, so we aimed at London, where the average business turns over around £1.7m. High-intent searches, high-value clients.
‘Bookkeeping London’ moved position 20 to 1 in 60 days, putting Paul in front of ready-to-enquire owners.
The results followed:
Within 60 days the firm ranked first for “bookkeeping London”.
By June, every core commercial term sat in the top two.
£2,579 a month in recurring fees, from 11 qualified leads. A 55% lead-to-client conversion rate, which means the traffic is bringing high-intent buyers rather than tyre-kickers. Around £52,000 more a year sits in the pipeline if every qualified lead converts.
5 contact form enquiries, 7 phone call clicks and 2 email clicks. Almost all landed on the rebuilt homepage, which alone took 74.95% of the site’s organic clicks.
73 organic sessions before, 487 with HandL Agency, across matched ten-month windows. A 567% rise.
97% of clicks came from commercial search terms and only 3% from brand searches. Fewer than 1 in 20 clicks come from people already searching the firm by name. The rest are business owners looking for a bookkeeper who had never heard of Cain & Co before Google put them on page one.
Total keywords ranking climbed from 292 to 421, and keywords in the top five went from 38 to 125. Top-five visibility more than tripled, and the 38 terms ranking before were mostly the firm’s own brand name.
The site appeared in Google over 230,000 times across the period, rising from 12.4k monthly impressions in November to a peak of 37.6k in March.
Paul Cain, Director, Cain & Co
In 45 minutes, we will show you exactly where you are losing hours, where your pipeline is leaking clients and the two or three things that would make the biggest difference to your firm in the next 90 days.
Whether that is AI, marketing or both, you will leave the call with a clear picture you did not have before.
If a meeting does not suit, you can reach us 0117 457 6659 or email contact@handlagency.com.
