- Our brand development and subsequent website lead generation has been a massive success! We tied it all in together and provided the web visitor with just what ‘they needed’.
‘Book keeping is boring, isn’t it?’ We beg to differ…
When the managing director from Norman Book Keeping & Payroll came in to see us, he was interested in ‘refreshing’ his website. He wanted to grow the business, targeting particular types of customers and appeal to those looking for the right kind of help. From Owner managed business to larger SME’s, looking for expert bookkeeping and payroll services. A little frustrated, he had tried once before but it didn’t seem to have made any difference. The business still had no inbound inquiries from the website. He realised that the traditional method of just telling a website designer what you want, doesn’t work very well, without the right marketing know how. Let’s see how we applied our knowledge into marketing his business correctly and effectively.
In a nutshell we needed to do the following.
‘futurise his business in line with his customer’s needs and the book keeping industry’s competitive landscape.’
This now became a little more interesting.
The previous business marketing showed a dowdy, but functional business involved in providing all of the things you would expect in bookkeeping and payroll services. After consulting for a short while, we realised this wasn’t all they did. They actually provided some pretty amazing innovative services, allowing for online cloud-based book keeping services in partnership with Xero. This allows for easy integration with, spreadsheets, Sage & Quickbooks, plus a plethora of different mobile apps driving information into a modern and exciting book keeping model. Some of these apps include the likes of Go Cardless, Shopify, Paypal and Stripe.
Norman Bookkeeping needed to resemble a contemporary firm, able to link up with your data effortlessly. They wanted to show how they produce quick, easy management reports and information as and when you require it. They didn’t need to change the way they worked, just the way they appeared and the way they communicated this up to date book keeping and payroll service in Aldridge, Walsall and regionally around the Black Country & the West Midlands.
There are many advantages to using Normans such as:
- Access your data on the go!
- Automatic Bank Feeds mean that we can do the job much quicker and therefore cheaply
- Holding all your purchase data electronically means that you will be fully compliant with HMRC’s new regulations for Making Tax Digital
- Get paid faster with online invoicing
- There are hundreds of apps that will link directly with Xero such as Stripe, GoCardless, PayPal and Shopify to name but a few.
- Provided a thorough consultation and brief discovery
- Advised upon current trends, industry requirements and intelligent customer targeting
- Worked on a real and true representation of the business services against the required target audience and an ideal customer model
- Applied some competition analysis and helped to create a unique ‘POD’, or point of difference. We also took into account some ‘POP’, or points of parity. In other words, what do we need to do to prove a ‘USP’, without moving too far away from the industry services that others also provide. e.g. ‘we do that too, but with a difference’.
- Provided a brand positioning report and direction
- From this positioning came a brand positioning statement and strapline
- All of the above now went into creating a new brand and its ID/logo
- We began the graphic design element using some desk research, developing fonts, illustration and visual perspectives. We employed colour coding, image research and other creative elements/marketing collateral to create something really functional and easy to understand.
- Provided in depth technical site scoping to give the potential visitor the very best of user journey and slick informational navigation
- Wire framed the site scoping, to visualise the website more effectively against it content requirements
- Wrote effective and intelligently considered positioning copy and calls to action plus dynamic contact copy relevant to each piece or relevant service, to engage website lead generation
- Developed the website, provided 301 re-directs, to capture past cached pages and posts for SEO purposes, unveiled and relaunched!
- In general, we improved the user journey and calls to action through content and a contact dynamic, re-branded the business, improved the brand visibility and developed its website lead generation capacity
Norman is now called Normans
We now know exactly what Normans do and they are most certainly, ‘not boring’.
See for yourself here @ – https://normansbp.co.uk/
Normans are now successfully receiving leads from the website. Not just any old leads, but the right kind of customers discovered against our agreed customer modelling! It’s been a massive success, their target audience can now discover the perfect solution to a book keeping and payroll problem. Contemporary services and time saving applications, information at the touch of a button. It’s right for them, it’s modern and ‘just what they need’, communicated clearly and concisely through a brand the customer can proudly recommend to others.
Before you rush out and spend £1000’s of pounds on SEO, think about this. Make sure your website has got what it takes to engage, convince and convert your visitor first. Theoretically if your lead conversion is 1% and it equates to £1000 worth of business, we can convert this to 2%, 3%, 5% or even a 10% uplift. You do the math, it’s not impossible to double your websites return on investment. You can apply the SEO later, when you know you can convert.
Normans now ‘Convert Numbers, into Knowledge’… because here at The Marketing People, we help to ‘Convert Knowledge, into Numbers’.
For more information on our website lead generation services, contact The Marketing People on 01543 495752 or firstname.lastname@example.org