Marsal Accountants
Client Overview
Marsal Accountants Ltd. is a UK-based accountancy and advisory practice firm. They serve a wide range of clients from start-ups and SMEs to established businesses and taxpayers. Over the years, Marsal had built a strong reputation for providing these services:
- Accounting
- Tax Planning
- Bookkeeping
- Management Accounts
- Property Accounts
- Tax Investigation
- Payroll
- Advisory
Due to their accuracy, compliance, and client care, they have effectively earned themselves a loyalty within their community.
However, due to digital evolution, the accounting industry has changed rapidly. The once prospective clients who used to approach accounting firms directly using contacts or references, now search for an accountant online. They use online websites like Google or other search engines to search for accounting firms and compare them before making a phone call. A first impression on online platforms is now just as critical as a face-to-face consultation.
While their offline reputation was solid, Marsal Accountants recognised that they were falling behind in terms of digital footprint. Their website had been built several years ago, and served only as an informational page with limited functionality. Due to this, it failed to reflect the professionalism, trust, and credibility in the firm provided in real life. Worse than that, it wasn’t generating new leads, as every firm aims to land new clients.
So, to address all these issues, Marsal Accountants partnered with Delivix. We are a leading digital solutions company specialising in web design, web development, and SEO. Our team of exceptional specialists collaborated with Marsal and aimed to transform their website into a modern, client-friendly, and lead-generation platform.
The main challenges Marsal Accountants was facing
Despite serving various clients across industries like medical, hospitality, retail, and tourism, Marsal Accountants faced various web design and development challenges. Initially, Delivix conducted an audit and managed to identify several key points that hindered Marsal’s ability to compete digitally and boost its business.
First of all, we discovered that the website of Marsal Accountants was visually outdated. Due to this, it appeared relatively untrustworthy compared to competitors. It wasn’t responsive at all. It means that users on mobile devices experienced distorted layouts, overlapping text, and navigation issues. Now, this represented a serious flaw, given that more than 60% of service-related searches now happen on mobile.
No doubt, visitors landed on the website, but they were not converting into clients. It’s because of this reason that the website didn’t have any clear call-to-action (CTAs), such as “Schedule a Free Consultation” or “Request a Quote”. What the website actually had was information buried in long paragraphs, forcing users to scroll through clutter. This absence of clarity significantly caused visitors to leave before they could engage properly.
Along with a shallow website design and content clarity, Marsal’s website also ranked poorly in Google search results. For instance, they lagged severely behind competitors for terms like “accountants in the UK”, “SME tax planning”, or “bookkeeping services UK”. When there’s no proper SEO optimisation, websites fail to attract organic traffic. That was also the cause with Marsal Accountants. They were more dependent upon word-of-mouth and referrals alone.
Accounting is a credibility-driven profession. Clients, when looking for consultants, ensure that their financial matters are in expert hands. Now, Marsal’s website contains no visible testimonials, case studies, or affiliation logos to instil trust among its prospective clients. When potential clients arrived on Marsal’s website, they had no reason to choose it over its competitors.
Delivix also evaluated that the website of Marsal Accountants was not performing technically as it should. It loaded slowly due to oversized images and a lack of caching mechanisms. We also found broken links, outdated plugins, and missing metadata that further degraded both user experience and SEO performance. When checked on Google PageSpeed Insights, we found that the site scored poorly, which directly impacted SERP rankings.
The solution – What did Delivix do to overcome all challenges?
Without giving it any second thought, Delivix approached this project systematically. Our team of experts thoroughly understood all the challenges faced by Marsal Accountants and combined strategic planning, technical execution, and brand storytelling to elevate their digital presence. This is how we started:
Step 1: Comprehensive audit & discovery
The first thing that we did was to review Marsal’s existing digital assets. This included a technical SEO audit, in which we assessed crawlability, speed, and broken links. We performed competitor benchmarking to understand what rival accounting firms in the UK were doing successfully. We also conducted an analytics review to study bounce rates, session times, and user flows. This comprehensive audit significantly helped us to map client journeys and identify friction points.
Along with the audit, we also went through a discovery phase, in which we conducted workshops with Marsal’s leading team. This step helped Delivix understand Marsal’s values, tone of voice, and ideal customer persona.
Step 2: Strategic roadmap
After a thorough understanding of Marsal, our web design and development team came together and developed a five-month roadmap that focused on performing various operations, functions, and digital activities to elevate Marsal’s current position to new heights.
A clean, modern, and compelling website design significantly shows the professionalism and reliability of a business. So, our team of designers made a detailed plan for professional branding.
Our developers formulated a plan for conversion optimisation, which included strategically placing CTAs guiding visitors toward booking consultations or requesting services. Our SEO experts designed on-page SEO and local SEO campaigns to boost rankings for high-value keywords.
We created a step-by-step plan on how we can ensure trust building for Marsal, like showcasing testimonials, certifications, and affiliations. Moreover, we also planned performance upgrades, such as fast load times, responsive design, and technical reliability.
Execution of web design & development services to boost the client’s online presence
After developing a road plan, our team at Delivix executed the well-designed web design and development strategies. Here are the activities that we carried out:
Modern website redesign
Our design team built a fully responsive WordPress site that worked seamlessly on multiple devices, like desktop, tablet, and mobile. They emphasised a simple and clear layout. We restructured all the service categories for quick access, ensuring users could find “Tax Services” or “Payroll in just one click.
Conversion pathways
Our exceptional content team created various conversion pathways, which included adding CTAs to service pages, such as:
- “Book a Free Consultation”
- “Speak With an Advisor Today”
- “Request a Custom Quote”
They placed these strategically above the fold, within service descriptions, and at the bottom of pages.
Building trust online
We also greatly helped Marsal build online trust. For that purpose, we added client testimonials, which were the real stories from businesses that had benefited from Marsal’s services. We incorporated affiliation logos of professional bodies, such as ICAEW and ACCA, on their site. Moreover, we mentioned case studies of how Marsal helped businesses streamline accounting or navigate tax challenges.
SEO overhaul
Delivix’s team also optimised every page with targeted keywords, improved metadata, schema markup, and internal linking. We effectively implemented local SEO strategies to capture searches for the keywords “accountant near me” and “UK tax services”.
Technical performance improvements
We also made various improvements on a technical level. Our specialists compressed image sizes without losing their quality, making them open quickly on low-speed internet. They also integrated caching and CDN to improve load speeds. All broken links were repaired, plug-ins updated, and SSL installed. It all resulted in an improvement in PageSpeed score and a boost in ranking.
Content strategy & blog creation
Our developers created a blog section, which is crucial to building thought leadership. Our content team wrote well-written blogs, articles, and news briefs for this section. This not only drove exponential growth in organic traffic but also positioned Marsal Accountants as an authority in the field.
Rigorous testing & quality assurance
When we implemented our web design and development strategies, we conducted extensive testing to ensure that everything was working perfectly within the website. We underwent cross-device and cross-browser testing. We also tested user forms, navigation menus, and CTAs to ensure smooth functionality throughout.
The results delivered by the Delivix web design & development team
After successfully implementing its web design and development services, Delivix delivered measurable and business-driven results for Marsal Accountants. We transformed their old website into a fresh, intuitive, and unique platform, perfect for grabbing visitors’ attention and converting them into potential clients.
Surge in organic traffic
With the hard work of our team, we managed to increase the organic traffic of the Marsal Accountants by 85%, only within three months of execution. The firm began ranking on page one of Google for several valuable keywords. It consequently drove them consistent inbound leads.
Higher lead conversion
Due to the newly added CTAs and forms, online consultation requests and contact form submissions grew by 120%. It was the first time the Marsal Accountants website became a reliable lead-generation channel.
Improved user experience & retention
With new technical improvements on the site, page load speeds improved by 50%. It cut bounce rates significantly. Consequently, visitors started to spend longer on the site. During their visit, they explored services and blog posts, indicating improved engagement.
Strengthened credibility
As our team added testimonials, affiliations, and case studies to Marsal’s website, it efficiently led to a 90% increase in booked consultations. Prospective customers felt reassured about the expertise and experience of Marsal Accountants.
Long-term growth foundation
All the exponential improvements, SEO-friendly site architecture, and content strategies put Marsal Accountants on the road to ongoing business growth. The blog was gaining traction day by day. This significantly allowed the form to attract organic leads without heavy advertising expenditure regularly.
Key takeaways from the project
- Digital first impressions matter. Industries like accounting must have a modern and professional website to establish authority and credibility.
- Trust signals are powerful. Testimonials, professional memberships, and social proof build confidence that directly translates into bookings.
- Technical excellence upholds everything. A fast, secure, and mobile-friendly website is crucial for improved performance and higher SERP rankings.
Client Testimonial
Our website was outdated and more of a liability than an asset. It didn’t represent who we are as a firm. Also, it wasn’t helping us win new clients. Luckily, we came to know about Delvix. Their team completely understood our business, our clients, and our goals. They created a professional, user-friendly, and visually compelling website. Due to their world-class services, we now receive more inquiries than ever. Not just that, our clients also compliment the design of our site. Thank you so much, Delivix. You guys have boosted our entire business and driven it towards the success that we really deserve.
Aqil
Founder @ Whitefield Office Suites
Harry J.
Head of Design @ ResearchProspect
Kevin
Founder @ ePartic
Aqil
Founder @ Whitefield Office Suites
Harry J.
Head of Design @ ResearchProspect