To find the answers, you need the facts. And to gather the facts, we interviewed 40 clients and 30 LBMC staff members. We uncovered a wealth of insights and compared their results to our database of accounting firm benchmarks.

We used these insights to help us formulate the overall firm’s positioning and tailor a new message that would capture LBMC’s essence: “We’ve built one of the finest reputations in the country upon a defining trait—genuine southern hospitality.” Based in Tennessee, and with reputation and customer service scores far exceeding industry benchmarks, LBMC had the goods to back up their claims.

We completely overhauled the firm’s website to make it more inviting and intuitive. For regulatory reasons, two of their sites needed to reside on unique URLs, but we wanted to keep them tied as closely as possible to the master brand. So we introduced a multisite framework that allowed LBMC to manage websites on all three different domains—and share content between them—through a single content management dashboard.

In addition, we implemented an onsite keyword strategy to improve SEO and generate more traffic from internet search queries. We also deployed a new offer strategy to convert web visitors into leads—using a mix of content and free-consultation offers to move people to the next level of engagement.

Just a month after the new site’s launch, LBMC’s website traffic was up 53%, spurred in by a significant increase in the site’s Domain Authority from a score of 38 to 43. And the new offer strategy, improved user experience and more robust SEO activity has generated a 275% increase in online leads on average over the previous year.