Park Lane Accountants Website & SEO
A complete WordPress redesign and ongoing SEO campaign for an established accountancy practice, replacing a restrictive CMS with a modern website designed to be easier to use, manage and find through Google.
Services: Website Redesign · WordPress · SEO · Content · Ongoing Support
Industry: Accountancy
Location: Chippenham
Website: Park Lane Accountants
About Park Lane Accountants
Park Lane Accountants provides accountancy and tax services to businesses and individuals, covering areas including accounts preparation, bookkeeping and VAT, payroll, cloud accounting and personal and corporate taxation.
The business needed a website capable of clearly presenting a broad range of services while making it straightforward for potential clients to understand how Park Lane Accountants could help them and take the next step.
The Park Lane Accountants website presents the practice and its services across desktop and mobile.
A modern WordPress homepage introduces Park Lane Accountants and guides visitors towards relevant services.
Dedicated accountancy service pages provide clearer information for potential clients and support ongoing SEO.
Responsive layouts make the Park Lane Accountants website straightforward to explore on mobile devices.
The Challenge
Park Lane Accountants already had a website, but it was built using a restrictive CMS that made the site difficult to manage and limited what could be achieved with its design, content and ongoing SEO.
The website also needed a more modern appearance and clearer structure so visitors could move between different accountancy services without being overwhelmed.
Rather than continuing to work around the limitations of the existing platform, we recommended rebuilding the website in WordPress.
Moving From a Restrictive CMS to WordPress
The website was rebuilt in WordPress, giving Park Lane Accountants a much more flexible foundation for both everyday content management and future development.
Moving to WordPress allowed us to create dedicated pages around individual services, improve the navigation and give important content considerably more space than the previous system allowed.
It also created a much stronger platform for the ongoing SEO campaign, allowing new service and location-focused content to be created as opportunities are identified.
A Clearer, More Modern Website
The redesign focused on making a relatively complex range of accountancy services easier to understand.
Rather than presenting visitors with large amounts of information at once, the website uses clear service areas, dedicated pages and prominent calls to action to help potential clients find the information relevant to them.
The result is a cleaner, more modern website that better represents the practice while remaining straightforward to navigate across desktop and mobile devices.
Building the Website for SEO
SEO wasn't treated as something to bolt onto the website after it had been built.
The WordPress structure gives individual services their own search-friendly pages, allowing us to target relevant searches with content that directly matches what potential clients are looking for.
Internal linking between related services and supporting content helps visitors — and search engines — understand the relationship between different areas of the website.
The site can also be expanded as new keyword opportunities are identified without having to work around the limitations of the previous CMS.
Ongoing Search Engine Optimisation
Following the website redesign, The Creative Den has continued working with Park Lane Accountants through an ongoing SEO campaign.
This includes identifying relevant search opportunities, developing and improving service content, creating location-focused landing pages where appropriate, monitoring rankings and website performance, and making ongoing on-page improvements.
The campaign has resulted in page-one Google visibility for a number of the target searches being tracked, helping Park Lane Accountants become more visible to potential clients searching for accountancy services.
SEO Results
The ongoing SEO campaign has achieved page-one visibility for a number of Park Lane Accountants' target search terms.
We continue to monitor keyword performance and identify opportunities to strengthen existing pages and create additional content around services and locations relevant to the practice.
An Ongoing Partnership
Park Lane Accountants is a good example of how a website can continue developing long after the initial launch.
Rather than treating the new website as a finished project, we continue to improve its content and organic search visibility based on search data and the services the practice wants to promote.
This means the website can adapt alongside the business rather than gradually becoming outdated again.
The Result
Park Lane Accountants now has a modern WordPress website that is easier for visitors to navigate, easier to develop and significantly more flexible than its previous CMS.
Dedicated service content gives potential clients clearer information while providing the foundation needed for ongoing search engine optimisation.
Combined with the continuing SEO campaign, the website has developed from a simple online presence into an active marketing platform designed to attract potential clients through Google.
Services Provided
Website Redesign
Complete redesign of the existing website with improved navigation, content structure and user experience.
WordPress Development
Migration from a restrictive CMS to a flexible WordPress platform.
On-Page SEO
Search-friendly page structures, metadata, content optimisation and internal linking.
SEO Content
Development of service and location-focused content around relevant search opportunities.
Keyword Tracking
Ongoing monitoring of target search terms and organic visibility.
Ongoing SEO
Continued optimisation based on rankings, website performance and new search opportunities.
Need Your Website to Generate More From Google?
A website redesign can solve usability and design problems, but combining the right website structure with an ongoing SEO strategy can turn it into a much more effective source of enquiries.
We can redesign an existing website, migrate it to WordPress and develop an SEO strategy around the products or services your potential customers are already searching for.