Professional advisory business
Clearer services for an advisory business
Clearer service pages, helpful articles, Google search improvements, advertising cleanup, and better inquiry tracking
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What could visitors do on the updated site?
Project brief
Helping an advisory business explain who it serves
People were misunderstanding who this firm could help. We clarified its services, cleaned up the website and advertising, and improved the tracking so the team could see what visitors were doing.
What was getting in the way?
Some people reaching the firm weren't a good fit, partly because the services weren't explained clearly. Visitors needed to understand who each offer was for and what help they could expect.
The website also had repeated location pages and inconsistent links. Advertising was attracting some of the wrong searches, and the reports weren't clearly showing which actions mattered to the business.
How did we make the services clearer?
We built a page for a specific audience and gave it a clear way to get in touch. Later updates explained the firm's different services more clearly, including a higher-level advisory offer and guidance about client fit.
We improved the service pages, staff information, and helpful articles so visitors could understand the firm's experience and decide whether to reach out. Related pages linked together so people could find the answers they needed.
What could visitors do on the updated site?
We made the services easier to understand, fixed website and advertising links, and tracked the actions that mattered to the business.
- 01Explore the advice
- 02Use a helpful tool
- 03Choose how to connect
What did we clean up?
We rewrote the names and descriptions that appear in Google, combined repeated location pages, and fixed inconsistent links and business names. We also made consultation options easier to find.
For advertising, we refined the searches the ads could appear for, excluded unsuitable searches, and repaired broken page links. We designed an email campaign, worked through the client's approval, and scheduled it for delivery.
How did we make the reports more useful?
We separated phone clicks, booking clicks, and calculator use in the tracking. That helped the team understand what people were actually doing instead of treating every action as the same kind of lead.
We added protection against repeated form submissions and kept private calculator answers out of the reports. Sensitive fields were also hidden in recordings of website visits.
What did the search report show?
An earlier performance update compared two fifteen-day periods. Google search clicks grew from 15 to 31, and the number of times the site appeared in search grew from 2,720 to 3,640. The table below shows that snapshot.
| Measure | Earlier period | Later period |
|---|---|---|
| Organic search clicks | 15 | 31 |
| Search impressions | 2,720 | 3,640 |
| Reported click-through rate | 0.6% | 0.9% |
That was sixteen more visits from Google in the later period. Some website changes came afterward, so this comparison describes that earlier stage of the work.
How did the website support sales conversations?
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