Project Overview
eAccounting Finland Oy is an accounting firm that provides versatile financial management services. The company emphasizes professional online services, handling everything from bookkeeping and payroll to financial statements and taxation.
Through its website, the company acquires new customers and sells its services. Therefore, the website serves as both the company’s customer service representative and sales platform. A busy entrepreneur needed help in redesigning and developing the website to better meet user needs and continue bringing in new customers for the business.
The goal of the website is to sell the company’s services at a competitive price, enhance the user experience, and improve the site’s organic visibility by developing search engine optimization.
Think
Research and Strategy
The strategic planning of the website began by delving into the current situation. The existing website underwent an audit, and the identified areas for improvement from the audit were documented.
Clear goals were set, and features as well as functions that the new site should fulfill were determined. A SWOT analysis was conducted, defining the strengths, weaknesses, opportunities, and future threats of the website.
During the strategy phase, user personas were created for the company. A user persona is a character description representing an entire target audience, helping to specify for whom the company’s website is designed.
The company’s target audience primarily includes IT companies, small and medium-sized entrepreneurs, expert firms, and startup companies. In broader terms, the target audience consists of businesses engaged in computer-related work or those accustomed to using computers.
Efforts were made to create a realistic description of the user persona, serving as a tool for the company and aiding in understanding the company’s operations from the customers’ perspective.
In conjunction with strategic planning, a keyword research was also conducted, listing relevant keywords in both Finnish and English. Subsequently, adjustments were made to the site structure based on this analysis.
Build
Web design and development
In the design plan for the website’s appearance, the brand’s fonts and typography, colors, visual elements, and the brand’s imagery were defined. Templates for the pages were designed using the Figma program, allowing the entrepreneur to preview the new site’s visual style and interface.
The company’s previous website was implemented with WordPress, and the company utilized the Elementor Pro page builder. Therefore, it made sense to build the new site using the same tools.
The new site was constructed on the Elementor Hello theme, which is the fastest “blank” theme designed for Elementor and works well with almost all plugins.
This theme allows for complete customization of the site without coding, responsive design, and fast loading times for the pages. Fast page loading times are crucial for ensuring a positive user experience.
Grow
Continuous development
With the website redesign and optimization, the company’s website gained speed and acquired a distinctive look compared to competitors. The user-friendliness of the website has improved, and visitors are clearly guided towards the goal of acquiring new customers and selling services. The website now serves as an informative channel for presenting the company’s offerings.
The analytics tools installed on the site enable the tracking of visitor traffic and facilitate the systematic and long-term development of search engine optimization. As data accumulates, it becomes a valuable resource for enhancing both search engine optimization and the overall website more efficiently.
Search Engine Optimization (SEO)
The company aimed to improve organic visibility on search engines without paid advertising. This requires sustained search engine optimization (SEO).
The purpose of search engine optimization is to attract more visitors to the website through search engines. The goal is to rank the website as high as possible in search results by using carefully selected keywords and phrases that describe the services or products.
The objective is to make the website a useful and reliable source of information for visitors, thereby acquiring new potential customers.
The SEO process began with keyword research. The goal was to identify the keywords and key phrases that users typically use to search for the company’s services and products on Google. This facilitates future content planning and helps avoid producing content that no one actively searches for.
For the use of keywords, a record was made of which keywords were used for each page. Typically, a primary keyword was chosen, which was used in main headlines, title tags, and the URL. In addition to the primary keyword, a few related keywords in the same theme were chosen to highlight.
File names for images and videos, alternative ALT texts, and header tags were also defined based on keywords. Before uploading to the server, images were compressed to be as small as possible, as file size significantly affects website loading speed. Compression was also performed using a dedicated plugin, allowing bulk compression of images and optionally converting them to the next-generation WebP format.
Google openly states that website loading speed impacts search engine rankings. Therefore, investing in speed improvement, especially for mobile users, is advisable. Google Pagespeed Insights tool can be used to assess website loading speed and related improvements.
The WP-Rocket plugin was implemented on the site to enhance speed, as it is considered one of the best tools for improving the speed of a WordPress site. WP-Rocket achieves this by compressing and optimizing code, files, and the database.
Reputation Management
The company adopted a Google Business profile, allowing for better visibility in both search results and Google Maps at no cost. Filling out information carefully, from basic company details to services, and managing reviews can help stand out from competitors, especially in local searches.
To track goal achievements, Google Analytics was installed on the site, and the site was added to Google Search Console. These Google tools enable analytics tracking and provide insights for improving search engine visibility.
Link building is a crucial aspect of effective SEO. Google views links as recommendations from one site to another, and search engine robots also navigate from site to site using links.
Links coming from other sites to your own are called external links and are one of the most critical aspects of SEO. A good link profile includes many links from high-quality and reliable sites, but gathering them can be quite labor-intensive.
The company aims to obtain links by guest posting, acting as a reference, and adding links to business directories, listings, and online profiles.
Internal links help Google interpret the internal hierarchy of a site. Navigation plays a significant role in how visitors find content. Internal links also help spread the impact of external links across multiple pages. Internal links were added to the site’s texts, directing visitors to other pages on the site.
