Driving new business leads through tax questions and answers
SEO | Content marketing | SEO | Keyword research | Lead Generation
Challenge
A tax firm wanted to drive more leads through its website but did not have the awareness, resources or budget of its competitors. The tax sector is very technical and the advice given to customers is tailor made as well as dependent on the specific query, thus making this exercise even more complicated.
Approach
The approach involved using past client queries in a question and answer format. The Q&As were anonymised and published in short form format. The keyword rich content resulted in driving very targeted traffic to the website. The data was also turned into a valuable resource as it used a comprehensive range of tags to allow website visitors to use filters to get answers for their queries.
Outcome
The Q&As were periodically published over the course of 2 years. The content began to have a major impact on the business as it became the most popular area of the website in terms of traffic volume, accounting for 60% of all page views in 2022. More importantly, the content was responsible for driving regular enquiries, many of which were converted into work opportunities for the client.
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