Frively Website Strategy
One Page. One Focus. Done Right.
A website plan for Swinton Accountants showing how focused, keyword-targeted pages turn your site from a digital brochure into a business development tool that works around the clock.
A website plan for Swinton Accountants showing how focused, keyword-targeted pages turn your site from a digital brochure into a business development tool that works around the clock.
Google ranks individual pages, not websites. When someone in Norwich searches "self assessment tax return accountant," Google looks for the single best page that answers that query. A page listing eight services in one sentence each cannot compete with a page dedicated entirely to self assessment, written with genuine depth, answering the questions that person actually has.
The principle is straightforward: every service you offer, every location you serve, every type of client you work with, and every question a potential client might ask deserves its own dedicated page. One subject. One keyword. Done right.
The "Accounting Services" page lists 8 services with one sentence each:
Result: 2 keywords. Position 42 and 81. Invisible.
Each service becomes a dedicated page with depth:
Result: 100+ keyword targets. 100+ chances to be found.
When we build a site using the Frively Framework, the page count grows quickly because we think in layers. Take "VAT" as an example. On your current site, that is one sentence. In the Frively approach:
That is 6 pages from one sentence. Apply the same logic to every service, every location, every client type, and every question your ideal clients are asking, and you start to see how a 29-page site becomes a 100+ page site that dominates local search.
More focused pages means more chances to rank. More chances to rank means more chances to be found. More chances to be found means more enquiries in your inbox every morning.
A competitor with 100 focused pages, each targeting one keyword, will consistently outperform a site with 29 general pages where services are listed as bullet points. That is what separates businesses that dominate their local search results from those stuck on page five.
It is not just about having more pages. Each page needs genuine depth to rank and to convert. Here is what a properly built service page contains, using Self Assessment Tax Returns as the example:
Now compare that to the current Swinton content for "Personal Tax":
Every page on the new site follows this structure. Here is what it looks like when we apply it across three more examples:
Your current site mentions this on the Business Growth page in a paragraph. In the Frively build, this becomes its own page targeting "outsourced finance director norwich." It covers: what an outsourced FD does day to day, who it suits (growing businesses, pre-exit, cash-constrained), how it differs from a traditional FD, what the engagement looks like, pricing transparency, and an FAQ section answering "how much does an outsourced FD cost" and "what is the difference between a bookkeeper, accountant, and FD."
You have no dedicated Norwich page. The new build creates one targeting "accountants norwich" (350 monthly searches, your biggest opportunity). It covers: who Swinton is and what you do for Norwich businesses, the services available, your office location in Hethersett, the types of Norwich businesses you work with, testimonials from local clients, and links to every service page. This is not a thin "we serve Norwich" page. It is a genuine, useful page that deserves to rank.
This page does not exist on your current site. It targets "change accountant" and "unhappy with my accountant," two high-intent searches from people actively looking for an alternative. It covers: the signs that your current accountant is not right for you, how easy the switching process actually is, what Swinton does differently, what to expect from the first meeting, and a clear CTA to book a consultation. This page alone could generate a steady stream of high-quality enquiries from dissatisfied clients of other firms.
We do not add pages for the sake of page count. Every page targets a real search that real people in Norwich and Norfolk are making right now. Every page has depth, authority, and a clear next step. And every page connects to the wider structure so that authority compounds across the entire site.
Below is the complete site plan, expanded beyond the initial 71-page framework to show the full scale of opportunity when every service is properly broken down. Click any section to expand it, and click any page to see the keyword target and build notes.
Every page listed above targets a specific keyword, serves a specific purpose, and connects to the wider structure. This is what it takes to dominate local search in a competitive sector. You do not need to build them all at once. Start with the quick wins, build momentum, then expand.
Pages are organised into a clear hierarchy. Authority flows upward through internal links. Blog posts support service pages. Service pages link to pillar pages. Pillar pages connect to core pages. Google rewards this structure with higher rankings.
A business owner in Wymondham searches "do I need an accountant for a limited company." Here is the path they take:
That journey would not be possible on the current site. There is no blog content to attract the initial search, no dedicated limited company page, no Wymondham location page, and no clear path from research to conversion. Every missing page is a missed opportunity.
This is not about volume for the sake of it. Every page serves a specific search, answers a specific question, and guides a specific visitor toward getting in touch. That is the Frively Framework, and it is the reason our clients wake up to enquiries in their inbox every morning.