Case Study: FreshBooks Invoice and Accounting Software

March 13, 2024

The Challenge

FreshBooks is a prominent provider of invoicing and accounting software for businesses. With more than 24 million users in 160+ countries, this company has no problem attracting new customers or generating traffic online.

Thus, the challenge was to keep FreshBooks as an industry leader – solidifying their placement at the top of the SERPs and maxing out on the keywords they’re able to target. We needed to identify new keyword opportunities and create content assets for lead generation and funnel those users to their main money pages.


Keys&Copy began working with FreshBooks in July of 2018 to help create over 40 new content pieces. These consisted of “[industry] invoice template” type keywords to draw in cold traffic looking for free downloadable templates.

Part of this project also involved optimizing existing web pages with new copy for better keyword rankings and conversions. The target keywords were provided by the client with supplemental keyword research and optimization suggestions provided by Keys&Copy.

Our SEO Content Strategy

Our partnership with FreshBooks in regards to their invoice template pages involved providing additional keyword research, optimizing existing landing pages, and writing copy for new landing pages. Our goal was to churn out new content in high volume to max out the invoice template-related keywords we were able to target.



Many of the existing landing pages were ranking in organic search but not at the top of the search results. Our aim was to further optimize these pages with original web copy and additional keyword usage. This meant rewriting H1s, H2s, titles, descriptions, body text, and more to include these target keywords. We also rewrote much of the content to avoid duplicate content issues.


Content Creation


Conversion Optimization


Content Created

over 40 pages; 60,000+ words


Content Type

Invoice template landing pages for lead generation


Keyword Example

Microsoft Word invoice template
Excel templates
Graphic design invoice template
Freelance invoice template
Construction invoice template



Organic Users
25 months
Goal Completions
Conversion Rate

Before working with Keys&Copy, FreshBooks was hovering at varying positions in the organic search results for “invoice template”-related keywords. Since upping their content creation and implementing more CTAs, they have increased their site traffic and conversions.

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I hired Jessica for a large-scale content project for FreshBooks. She was able to deliver on time and beyond expectations. The results were fantastic. Our conversion rate across all pages is up over 50% and we achieved a top 3 ranking within 3 months for our main keyword. Prior to that, we were in danger of dropping off the first page. In the end, our conversions have seen over 100% growth YOY. I highly recommend hiring Keys and Copy!
Steve Toth, FreshBooks