May 11, 2021
Case Study: FreshBooks Invoice and Accounting Software
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.
Description
BW Content 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 BW Ccontent.
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.
Phase
Optimization
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.
1
Phase
Content Creation
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.
2
Phase
Conversion Optimization
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.
3
Summary of Work
Content Created
over 40 pages; 60,000+ words
Content Type
Invoice template landing pages for lead generation
Content Created
over 40 pages; 60,000+ words
Microsoft Word invoice template
Excel templates
Graphic design invoice template
Freelance invoice template
Construction invoice template
Note:
- Included compelling calls-to-action on every page
- Conducted competitor research to make sure all pages included relevant H2s
- Primary goals: increase conversions and organic traffic
- Targeted high volume, highly-competitive keywords
- Optimized for featured snippets
Results
Organic Users
25 months
Timeframe
193,484
Goal Completions
7.35%
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.
Like these results? Fill out an application to work with Keys&Copy on your website’s content creation and content marketing.
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!