Accounting Firm - UX & Conversion Optimisation
Accounting & Finance
2025
A long-established accounting firm sought to modernise it's website and improve conversion performance without increasing marketing spend.
Summary
Despite steady organic traffic, enquiry rates remained low. Website navigation was unclear, and service differentiation lacked clarity.
Challenge
User behaviour data revealed high exit rates on service pages, unclear calls-to-action, and limited trust reinforcement (Case studies, testimonial, accreditations).
Solutions
- Full UX audit and conversion mapping.
- Clear service segmentation by audience type.
- Enhanced trust signals and client success stories.
- Stronger, compliance-aligned CTAs.
- Funnel tracking integration.
Wireframing and design refinement, copy redevelopment, analytics integration, and A/B testing of calls-to-design.
- 57% Increase in enquiry submissions.
- 31% Increase in booked consultations.
- 26% Reduction in bounce rate.
- Higher engagement across service pages.
In conclusion, optimising clarity, navigation, and trust elements significantly improved lead generation performance without requiring additional traffic investment.
