Communicating business expertise

HQB Chartered Accountants have the skills and experience to help strengthen and grow businesses in a myriad of way, but most clients thought of them only at tax time. The challenge for Movers and Shapers was to find ways to effectively communicate HQB’s advisory capabilities to existing and potential clients.

Name Change

The business name was changed from HQB Chartered Accountants to HQB Accountants, Auditors & Advisors.  Wherever the name now appears, the breadth of HQB’s service offering is now apparent.  The new name also helps in optimising search engines on terms such as “business advisor” and “auditor”.

Website Navigation & SEO Modification

The existing website was modified to clearly demonstrate HQB’s three areas of expertise: accounting, audit and advisory.  Anyone visiting HQB’s website can now clearly see the breadth of their offer and can easily explore the many services available.

An SEO optimisation plan was established for each page on the website.  Copy and metadata was modified to optimise against agreed search terms.

Productisation: Package Advisory Services

“Business Advisor” is intangible, and therefore difficult to sell.  We set out to package HQB’s advisory services into discrete “products” that each solve specific business problems and offer clear features and benefits.  For example, Accounting Software Optimisation, Tax Debt Management and Cash Flow & Profitability Modelling.  A new advisory service is rolled out each quarter.

Content Marketing: Demonstrate expertise

Content marketing has been used to demonstrate HQB’s expertise and illustrate the value of each advisory service.  This has included informative blogs, and testimonial style videos.  Content is distributed via social media and reinforced with local press articles.