Case Study: FreshBooks Invoice and Accounting Software
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.
We created new landing pages to target “[industry] invoice template” keywords following the same format we established for the re-optimized pages. Word count varied based on competition level and H2s were based on the top-ranking pages in search. We included relevant internal links and resources for users.
As always, our goal wasn’t to simply increase organic traffic but to generate more leads as well. The addition of user-focused copy (replacing the generic copy) helped us accomplish this goal. We also added relevant calls-to-action to entice users to download FreshBooks’ free invoice templates. Users’ email addresses were then collected and followed up with to drive sales.
Summary of Work
over 40 pages; 60,000+ words
Invoice template landing pages for lead generation
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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