Illustrative engagement. A representative scenario showing how we approach this kind of work in professional services. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping professional services
Consulting, legal, accounting and advisory firms win on reputation and relationships. Client feedback, thought leadership and steady lead flow keep them growing.
- Thought leadership builds credibility
- Client feedback improves retention
- Lead generation is becoming more digital
Client background
An accounting and advisory firm, working in India. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- An accounting and advisory firm
- Sector
- Professional services
- Team engaged
- Digital Marketing
- Services
- Lead generation, SEO services, Content marketing
Client challenge
The firm relied on referrals and wanted steady new enquiries.
Research objectives
- Deliver on the brief: lead generation for an accounting firm.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
Scope: Six-month programme.
Audiences we typically reach in professional services
Clients and former clientsProspectsBusiness leadersPartners and referrersProfessionals and staff
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Service pages
- 3Guides
- 4Insight
We created service pages and practical guides on compliance topics and set up lead tracking.
Lead generationSEO servicesContent marketing
Sampling strategy
- Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.
Data collection
- Campaign, website and CRM data were tracked daily through analytics and ad platforms.
Data quality & validation
- Conversion tracking tested end to end
- Consistent UTM tagging on every link
- Numbers reconciled between ad platforms and analytics
- Two-person check before anything goes live
Data analysis
- Funnel analysis from impression to lead or sale
- A/B test results on creatives, keywords and pages
- Channel and campaign attribution
Key findings
- Answer clients' questions before they call.
Recommendations
- Build on the core insight: answer clients' questions before they call.
- Keep testing creatives, keywords and landing pages against the new baseline.
Business impact
- Enquiries grew from businesses searching for specific services.
Impact is described qualitatively.
Deliverables & next steps
- Campaign assets and landing pages
- Monthly performance report
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: which channels bring good leads?