Edwards Accountants


Edwards Accountants are an independent, chartered accountancy firm based in the midlands with services geared towards both businesses and personal clients.

As taxation specialists, they are experts at identifying all available opportunities to lessen the burden of tax for both business and individuals while also ensuring full legal compliance. Likewise, they are experts across all fields of business, providing specialist services for tech companies, cloud accounting, and auditing.

Edwards were also founded more than a century ago, so you know that you’re in expert hands when working alongside them.


The Challenge

Edwards were looking to redesign their website to help make it more user friendly while also maintaining their original branding and structure. They wanted their website to be a hub of information for their customers to easily navigate and find out what they need to without issues.

Additionally, the main way that Edwards were gaining new clients was through word of mouth. As such, they wanted to update their SEO strategy to help improve their web traffic and conversion rates, since they were finding it difficult to generate new leads and find new clients through their website.


The Results

From a development point of view, our first job was to rework Edwards’ service pages so that their customers have an easier time finding the information they require. The previous layout was too complicated, making it difficult for them to find information, so we restructured this section of the website to simplify and improve the user journey while maintaining their original branding and structure.

We also provided them with the functionality they needed to host a fully fleshed out library of up-to-date resources on their website, accessible through the search bar, and downloadable by visitors. This database of resources was designed with client learning in mind, so we also worked to restructure it when necessary and rewrite any content that needed updating.

In terms of SEO, our results have been huge. If you compare Q2 and Q3 of 2022 to the previous two quarters, Edwards have improved across the board. The accountancy firm have seen a 16% increase in the average session duration on their website, likely due to the new user journey being far simpler and easy to navigate.

Additionally, Edwards have seen a 26% increase in total sessions, a 34% increase in total users, and an impressive 39% increase in new users. The extra web traffic generated by our SEO work means that a wider variety of people are seeing their services and gives Edwards a greater pool of potential clients.

The success of our initial SEO work with Edwards has resulted in EDGE providing ongoing SEO improvements for the accountants, which we continue to deliver on a monthly basis.

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