OZ Media DigitalCase Study · Web Development
How an Accounting Firm Rebuilt Its Website to Generate More Consultation Enquiries
ClearPath Accounting’s five-page website looked acceptable on desktop and fell apart on mobile. A rebuild around search intent and conversion paths more than doubled monthly consultation enquiries.
A site that looked fine on desktop and fell apart on mobile
ClearPath Accounting & Tax provides accounting, tax and business advisory services in Parramatta. Its five-page website looked acceptable on a desktop screen, but created real problems for the mobile visitors who made up most of its traffic.
Services weren’t clearly separated, the main call to action was hard to find, and the contact form was too long for anyone to finish on a phone.
A website can look professional and still underperform
There were no dedicated pages for tax returns, business accounting or SMSF services, and the site didn’t clearly explain who the firm actually helped. Conversion tracking hadn’t been installed, so none of this was visible in the numbers.
The firm couldn’t tell whether the website was working, because nothing on it was built to be measured.
Rebuilt around search intent and conversion paths
Rather than refreshing the design, we rebuilt the site structure around the specific services people were searching for:
Clear paths from search to a booked consultation
Every page in the new structure was built with a clear next step in mind.
Dedicated service pages
Individual pages for tax returns, business accounting, BAS and bookkeeping, business advisory and SMSF, plus suburb-focused location content.
Clear calls to action
Click-to-call buttons and a short consultation enquiry form replaced the long, generic contact form.
Client reviews and trust signals
Reviews and credentials were placed where a prospective client would actually see them, not buried on a separate page.
Mobile-first design and tracking
The whole site was rebuilt mobile-first, with conversion tracking for calls and forms and CRM integration for every new enquiry.
More than double the consultation enquiries
Within three months, mobile page speed improved substantially, and the site converted far more of its visitors into enquiries.
Consultation enquiries
+129%
(32 − 14) ÷ 14 = +129%
Website conversion rate
+172%
(4.9% − 1.8%) ÷ 1.8% = +172%
Before and after at a glance
| Metric | Before | After 3 months |
|---|---|---|
| Monthly consultation enquiries | 14 | 32 |
| Website conversion rate | 1.8% | 4.9% |
| Time on key service pages | Baseline | +64% |
| Mobile page speed | Slow | Substantially improved |
| Enquiry mix | Mostly tax returns | More business advisory enquiries |
Source: Figures are from the client’s analytics and enquiry records, before the rebuild and about three months after launch. Figures are rounded and approximate.
“The new site explains our services much more clearly.
Prospective clients now arrive with a better understanding of what we do and who we help.”
ClearPath Accounting & TaxAccounting, tax & advisory
A website should make three things immediately clear
A site can look professional and still underperform. For local businesses, it needs to answer three questions within seconds:
- What the business does
- Which customers it serves
- What the visitor should do next
Is your website doing its job?
Get a free website review focused on speed, structure and conversion. Book a free 30-minute strategy session and we’ll show you where visitors are dropping off.
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Read articleResults shown are specific to each client, business and time period, taken from the client's own reports or from advertising platform data. They are not a guarantee of future results.