Website Copy Case Study

Udari Wickremasinghe is an accountant for small businesses based in the UK. She knows her stuff. She’s fully qualified.

So, why wasn’t her website bringing in new customers?

The biggest issue with Udari’s website is that the copy was very generic. You could have lifted most of it, put it onto another accountancy website and you might not have known the difference.

And the bits that were personalised, weren’t customer focused.

The opening on the page read:

“I am Udari, an experienced CIMA-qualified accountant. I am passionate about helping the local businesses thrive. I set up Attain Accountancy to ensure that you spend your precious hours doing what you are best at, whilst placing trust in us to look after your finances.“

Informative, but it didn’t grab attention and tell a visitor:

• Who she can help the most
• The difference she makes
• What sets her apart
• Why they absolutely must use Udari

It wasn’t written with SEO in mind and it didn’t include all of her current services (it actually included some she no longer offers!)

The result?

Udari wasn’t getting any website traffic or work through her site.

I added a headline and subheader that explained what she does (accounting and finance management), who it’s for (small businesses in the UK) and the results she gets for her clients (correct, up-to-date and submitted on time):

Already, the website was much clearer for somebody landing on the website.

After that, I made her opening gambit a lot more customer focused:

Now, it tapped into her client’s pain points and how she makes it easier and gives them peace of mind.

And the header is a question her clients ask a lot, so it was vital I included it within the website copy.

The rest of the page included:

• A services section that only includes her current service offerings
• A Why Choose Me? section
• An About section that reminds the reader of their problems and how she can fix them
• Call to action

Now, it just flowed much better and didn’t include things she no longer does. 

Udari’s new website copy included a much better SEO strategy that, within a couple of months, started to kick in (that’s pretty quick!).

She started to get more traffic which has turned into new clients.

At time of writing, she’d got EIGHT new clients within a few months, up from only ONE before I wrote for her.

That’s a 700% increase in customer uptake on her website!

All of which have found her through search engines.

Woohoo!

“Matt!

My website’s SEO is so much better that I’m getting a lot more traffic and clients through my site!

I’ve just picked up another two clients, a wedding planner and a beauty therapist – it’s working!

Compared to before, my client uptake has incread by around 700%.”

Udari Wickremasinghe, Attain Accountancy

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