The client
A small accounting practice in Cape Town serving small businesses and contractors. The practice had a website but relied almost entirely on referrals and had no meaningful organic search presence.
The challenge
The website had a handful of thin pages that repeated the same text about 'accounting services'. There was no distinct content for the different services the practice offered, and the pages were not written for the searches customers actually used — like 'small business accountant Cape Town' or 'tax returns for contractors'.
The solution
We began with an SEO audit to identify the pages and technical issues that mattered most. We then prioritised a clear page for each service, added genuinely useful content explaining who each service was for and what it involved, and improved internal linking so search engines and customers could understand the site structure. We also fixed technical foundations like crawlability and duplicate content.
The results
Within six months, the practice moved from page three to the top five for its most important service-and-location searches. The enquiries arriving through the website were qualified and relevant — people asking about the specific services the practice offered. The work also gave the practice a clearer sense of what its ideal clients were searching for.