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Engagement
Small business accounting firm: building a content hub that brings in consultation requests year-round
A firm that only saw inquiries at tax season. Topic clusters and lead magnets spread demand across the year.
Results
+240%
organic leads in 12 months
8 of 12
months with steady inquiry volume
1,900
email subscribers from lead magnets
The challenge
Most leads arrived in the three months before tax deadlines. The blog had scattered posts with no structure, and readers had no reason to leave their details.
Why it was complex
- Seasonal demand with long quiet periods
- Blog posts targeting broad terms dominated by national publishers
- No internal linking or content structure
- No lead capture beyond a contact page
How we fixed it
Topic clusters
Organized content around bookkeeping, payroll, and small business tax, each with a pillar guide and supporting posts.
Long-tail targeting
Focused on specific questions local business owners ask, where national sites had thin answers.
Lead magnets
Created checklists and a year-end planning template gated behind a short form.
Nurture sequence
Sent new subscribers a five-email sequence ending in a consultation offer.