BOOKKEEPING CHEF – MAKING DIGITAL WAVES IN AN INDUSTRY OF HEAVY HITTERS
Scott Aber, owner of Aber CPA came to us last year because he saw a need and demand to create a new cloud-based bookkeeping software startup called Bookkeeping Chef, to help restaurants manage financial data more efficiently. They wanted us to design a professional responsively designed site. They also hired Vab Media Digital Agency to craft a fully integrated online marketing campaign that would meet their paid search, organic search, and integrated strategy needs.
Bookkeeping Chef’s Business Goals
- Build a platform that would function and look good on all device platforms
- Increase brand awareness in a fragmented and very competitive landscape.
- Increase organic performance overall, targeting search phrases related restaurant accounting services in NYC
- Develop trust and authority for the business and drive new leads and increase sales.
- Fully and seamlessly integrate all their products and services into their digital marketing.
WHAT WE DID
We decided to build a custom mobile responsive designed WordPress site because they were on a tight deadline and a startup’s budget to launch this product. Working in the WordPress framework makes it easy to build a template and customize it with feature rich functions. We chose to build in responsive design, because it uses dynamic layouts, engaging images and adaptive code to adjust the user experience based on the users’ screen size and orientation.
We researched a lot of the major accounting software competitors to better understand the client’s buyer persona needs and value proposition that would make Bookkeeping Chef stand out.
During the development phase, we defined the information architecture pathways that would help their users become informed and convert into leads. Through our team’s involvement and a drive towards simplicity, we cut through the clutter and focused on building a site that would help achieve their business goals. We were committed to planning and building customized experiences utilizing responsive design to effectively connect with Chef’s audience on any device.
Once the site was launched Vab Media Digital Agency began by optimizing and expanding Bookkeeping Chef’s keyword list, by creating content for different service pages to rank for various search queries, this is enabling them to demonstrate their relevance within local NYC restaurant accounting search engine page results. The success of your paid or organic marketing campaigns often depends on creating effective landing pages that have compelling, product messaging & sales page copy written. We chose messages that would resonate and trigger their target customers’ real-life motivations and business pain points.
Content marketing and organic SEO search efforts were combined by using the success of off-site guest posting strategies to bolster domain authority, creating a holistic campaign that has proved to be very successful for Bookkeeping Chef. So the website has been live for less than 12 months and already they are ranking on the 1st page of Google for phrases such as “managed bookkeeping for restaurants”, “cloud bookkeeping services new york”, “outsourced payroll services for restaurants”, “daily sales report solutions for restaurants”, “Restaurant CPA NYC.” We look forward to continuing being their partner and helping them scale growth.
Lead Generation & Traffic Conversion ROI
Website Analytics Traffic Performance
Over a 16 month period we researched and developed almost 40 blog articles about a variety of topics related bookkeeping and accounting trends, tips and issues. Which are still performing 3 years later very well in terms of search rankings, traffic and high quality leads. We helped to position the brand as a complete end-to-end outsourced back-office solution for the restaurant and hospitality industry. When we analyzed the traffic we realized that about 80% or the monthly traffic was coming in from search queries related to “restaurant profit & loss statements”, “key restaurant profitability metrics” and “restaurant accounting basics” and “controling your restaurant prime cost.”
So once we indentified the 4 landing page articles that was driving the majority of the traffic we set up a a series of experiments including; A/B tests and installed scrolling and heatmapping tools to improve the conversions of these pages. The CTA section that ended winning was “Call-Out” section that placed after the first 2 lead in pargraphs to encourage the user to “get a free consultation.”
“Managed bookkeeping for restaurants”
“Cloud bookkeeping services New York”
“Outsourced payroll services for restaurants”
“Daily sales report solutions for restaurants”
“Restaurant CPA NYC”
“If you are looking for help with your growing your company’s leads and sales online, I highly recommend that you speak with Vab Media Digital Agency. Their technical knowledge and commitment to service makes them an ideal partner” – Scott Aber, Founder & Chief Bookkeeper
WHAT WE ACHIEVED
A MODERN MOBILE SITE
that is user friendly, and reflects the high quality of the brand.
GROWTH IN ORGANIC REACH
with new and diverse organic, inbound links, plus rankings jumps in targeted, ROI-driving keywords.
and introduction to new audiences through earned media.