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CPA Firm Sees 442% Growth with Financial Services Copywriting

Financial Services Copywriting Case Study CPA Firm


Pay-per-click ads can be an effective way to drive targeted traffic to your website. But, when the financial services copywriting on your CPA firm’s website lacks a focus on conversion and SEO, it can lead to

  • Wasted ad spend
  • A website that doesn’t convert visitors into clients
  • No online leads

For a CPA firm, the right words on the website can be the difference between closing a lead and losing one. Here’s how we helped one accounting firm generate more revenue and get a better return on their ad spend investment with strategic financial services copywriting on their website.

The Client

Accountants writing on papers at a desk reviewing financial services copywriting feedbackIn 2020, Beth Chernes Copy & Strategy began working with a U.S.-based public accounting firm.  They used Pay-per-click ads but had limited organic traffic, and website leads weren’t converting well. 

The CPA practice wanted a website that would attract prospective clients, showcase their unique firm culture, and generate more revenue.

Short Term Goal

Deliver clear, persuasive copy for the website to attract target clients, educate them on the accounting services of the firm, and encourage them to request a quote online or call for a consultation.


We identified a few issues with the website copy:

  • Lack of Engaging Web Copy: The website was authored by the partners themselves. While informative, the copy lacked the persuasive edge and UX design to lead visitors to take action.
  • No Clear Calls to Action: The website didn’t have explicit instructions on what the visitor should do next, such as filling out a contact form or calling for a quote.
  • Poor Search Engine Optimization: The website lacked keyword optimization, resulting in low search engine rankings and missed potential leads.

The Approach

Our multi-step process meant no guesswork in crafting website copy.

  1. Research: We interviewed the partners to understand all aspects of the business, including service lines, target clients, and what made their firm different from the rest.
  2. Competitive Analysis: We researched their top competitors’ websites to understand how they positioned themselves and the copywriting style they used.
  3. Website Copywriting: We included search optimization paired with persuasive financial services copywriting that spoke directly to the target audience using persuasive language, SEO keywords, and clear calls to action.
  4. UX Design: We wire-framed each page with a standardized look and feel that highlighted the unique traits of the firm and made it user-friendly for navigation.
  5. Feedback and Revisions: We worked with the partners to ensure that each page’s messaging was accurate, compliant with regulations (FINRA, SEC, etc.), and easy to read.
  6. Final Delivery: We collaborated with the website design team to ensure a smooth integration of the copy with the design.

The Results

Chart showing YoY PPC Return on Ad Spend from Financial Services CopywritingAfter the website update, focusing on financial services copywriting, the CPA firm saw remarkable gains:

  • 442% year-over-year (YoY) increase in website conversions from Pay-per-click ads.
  • 56% growth in revenue directly tied to organic traffic in 1 year.
  • Over 3.3x return on ad spend (ROAS) investment in 1 year.
  • New users a month grew in 1 year.
  • 127% year-over-year (YoY) increase in organic traffic after 18 months.

“Thank you, Beth. We appreciate your attention to detail and diligence in putting together a great product.”Senior Partner, Public Accounting Firm

“Thank you so much for working on this. It looks really good.” – Accounting Partner, CPA Firm

Want results like this CPA firm?

With a website that clearly shows what you do, who you do it for, and why—paired with custom SEO services—you can elevate your online presence, attract the right clients, and position yourself as an industry expert and trusted choice.

If you like the look of my work, then let’s team up and create some of the same for your business.

What Our Clients Say

  • Natalie Root

    [Beth] brought critical thinking, research, problem solving, and senior decision-making to The Root Agency at a vital time of growth. She also created communications systems and implemented tools to streamline our workflow in our start-up environment. Beth is passionate about her work and invests all of her skill sets when she commits to a scope of work–going above and beyond. We would consider contracting Beth again in the future!

    Natalie Root

    CEO and Founder of The Root Agency

  • Dr. Boatlift Logo

    Beth’s writing has been a key part of getting off the ground. Her writing skills have been put to excellent use writing copy for our website to communicate our story to the public. She even provided thoughtful feedback on our web design layout to best attract customers. She took the time to understand our business and was easy to work with every step of the way.

    Troy Hughes

    Owner, Dr. Boatlift & Midcoast Marine Group LLC