Financial Services Case Study

Square Penny

How a Melbourne bookkeeping and CFO practice recovered from zero search visibility, repositioned its brand, and now ranks #2 locally for “bookkeeper Glen Iris.”

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Ranking for “bookkeeper Glen Iris”
Organic visitors recovered after months at zero
Qualified enquiries per month
BEFORE

The Challenge

Square Penny’s previous website had grown outdated – leadership had changed, services had evolved, and the content no longer reflected the business. The original agency that built the site had become unreachable, leaving Square Penny without support to fix it.

A freelancer was brought in to update the site, but the rebuild was carried out directly on the live domain – visible to the public throughout – while communication around the brand’s direction broke down. The project stalled, leaving the site visually unfinished. Critically, the rebuild failed to preserve existing search visibility: organic traffic dropped to zero for three months, costing the business enquiries during that time.

By the time Damian brought the project to us, Square Penny was apprehensive about whether a new direction could properly reflect the business’s growth.

Our Approach

We sat down with Damian to understand what had happened and map out a plan – both for rebuilding the site properly and recovering the search visibility that had been lost. Speed mattered: every week on the existing setup meant zero visibility and a brand presentation that didn’t match the business.

The original site was clean but disconnected – generic headings, “what we do” language rather than outcomes, unrelated imagery, and an underused footer. We rebuilt on a leaner, faster platform, rewrote the messaging around client outcomes, and expanded the single services page into four dedicated pages – each with its own SEO foundation.

The project was fast-tracked and delivered in 6 weeks, reflecting the urgency of getting Square Penny’s brand and search presence back on track.

AFTER

What We Delivered

Strategic Web Design

A complete rebuild on a leaner, faster platform, with messaging rewritten around client outcomes rather than generic service descriptions.

Individual Service Pages

The single services-overview page expanded into four dedicated pages, each with its own targeted content and SEO foundation.

SEO Recovery & Migration

Technical migration to recover search visibility lost during the previous rebuild, alongside new on-page SEO foundations from keyword research.

Brand & Visual Alignment

Visuals and copy realigned to Square Penny’s current services and direction, replacing outdated imagery with content focused on outcomes.

The Results

Google Maps ranking

Now ranking second in the map pack for “bookkeeper Glen Iris.”

Organic visitors recovered

Search visibility restored after three months at zero following the rebuild.

More enquiries per month

A steady stream of leads through channels that had previously gone dark.

  • “Working with Dean has been an incredibly positive experience – exceptionally organised, highly responsive, and genuinely focused on what we need. His design sensibility and technical knowledge made the entire process seamless and stress-free. I’d recommend Dean to anyone looking for a reliable, skilled, client-focused web developer.”
    Damian Scodella
    CEO, Square Penny

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