Case study
Schofields Accountants
A new accounting firm in one of Sydney’s most crowded markets, now winning clients across Australia through search and through ChatGPT.
Web DesignSEOAccounting, Hills District and national
Results at a glance
Three niches, three years, national reach
Starting from nothing in a market full of accountants
Anesh Chand started Schofields Accountants in 2023. There was no website, no Google presence and no history for anyone to look up.
The Hills District and Norwest is one of the hardest local markets in Sydney to break into as an accountant. There are established firms on every second corner, most of them with a decade or more of Google history behind them, and all of them chasing the same searches. A brand new firm going head to head with them on "accountant Norwest" or "accountant Hills District" would have spent years getting nowhere.
So we did not start there.
The approach
We picked the searches Anesh could actually win
Before we designed anything, we sat down with Anesh and worked out what he was genuinely better at than the firm down the road.
Three things came out of that conversation, and our keyword research confirmed all three. People were searching for those specialists, the search volume was national rather than local, and the competition was a fraction of what it was for general accounting terms.
That became the strategy. Build a website that ranks for what Schofields Accountants is genuinely specialised in, and let the local work come alongside it rather than instead of it. Dentists and strata managers were added later, once the same research showed the demand was there.
The home page puts the niches beside the core services, so an NDIS provider and a local business owner both see themselves straight away.
Thirty six articles built one a month, each one answering a question a client in one of the niches actually asks.New niches earn their page rather than being guessed at. Content creators started as a single article in November 2023, and only became a service page in July 2025 once the demand was clear.
The results
Page one, and then the top three
The clearest measure of whether the niche strategy worked is how many searches the site now ranks well for.
Searches Schofields Accountants ranks well for
Number of searches at an average position of 10 or better, and at three or better. Higher is better.
| Searches Schofields Accountants ranks for | Jun to Aug 2025 | Jun to Aug 2026 | Change |
|---|---|---|---|
| Ranking on page one | 155 | 465 | +200% |
| Ranking in the top three | 61 | 255 | +318% |
The site’s average position across everything it ranks for went from around 43 in May 2025 to around 20 in August 2026, with the best month reaching 12 in March 2026.
The niche searches are the ones that moved
Here is where the searches that matter most sat a year ago, and where they sit now. A lower number is a higher position on the page.
| Search term | Jun to Aug 2025 | Now |
|---|---|---|
| strata accounting | 11 | 5 |
| content creator accountants | 34 | 5 |
| bookkeeping for ndis providers | 13 | 4 |
| strata accountant | 7 | 4 |
| accountants specialising in agriculture | 37 | 14 |
| agribusiness accounting | 43 | 15 |
| bookkeeping and payroll services | 17 | 10 |
| dental accountants | 26 | 18 |
| farm accounting | 63 | 26 |
| self managed super fund accountant | 51 | 30 |
Positions are Google Search Console averages for June to August 2025 and June to August 2026, rounded to the nearest whole number.
None of these are Hills District searches. They are national, and that is the point. Schofields Accountants is now found by an NDIS provider in Queensland or a farming family in regional New South Wales the same way it is found by a business in Norwest.
Traffic and enquiries
Fewer people seeing the site, more of them clicking
Clicks from Google rose 10.7% year on year while impressions fell 43%. That combination looks wrong until you understand what it means. The site stopped being shown for broad searches it was never going to win, and started being shown for the specific searches that produce enquiries. Click-through rate nearly doubled, from 0.56% to 1.08%.
| Twelve months to August | Organic search visits |
|---|---|
| 2024, the first full year | 1,482 |
| 2025 | 2,026 |
| 2026 | 2,624 |
Organic search visits are up 30% year on year and 1.8 times the first full year.
Google Ads ran briefly in 2023 and social advertising ran in 2026. These figures are organic search only, so neither affects them.
Enquiries have grown every year
These are enquiry form submissions on the website. Phone calls straight to the office are not counted, so the real number is higher.
| Year | Website enquiries | Average per month |
|---|---|---|
| 2023, from April | 23 | 2.6 |
| 2024 | 34 | 2.8 |
| 2025 | 43 | 3.6 |
| 2026, January to August | 40 | 5.0 |
Comparing the last twelve months with the twelve before them, enquiries went from 41 to 51, an increase of 24%. The monthly average has almost doubled since the first year.
Some of these enquiries are worth far more than others. One arrived from a radio producer who had found the site and wanted Anesh on air to talk about small business finance. That is the kind of opportunity a website earns rather than generates, and it only happens if the site turns up in the first place.
Found through AI
Found through AI, not just Google
Schofields Accountants has recorded 105 visits from AI assistants, mostly ChatGPT, with the first arriving in October 2024 and a steady flow since April 2025.
The one Anesh remembers is a content creator with 1.2 million followers who asked ChatGPT for an Australian accountant who understood creator income, was pointed to Schofields Accountants, and became a client.
| Visits from AI assistants | Sessions |
|---|---|
| 2024, from October | 1 |
| 2025 | 81 |
| 2026, January to August | 23 |
| Total | 105 |
Measured in Google Analytics as referrals from ChatGPT, Perplexity, Copilot and Gemini. This only counts the people who clicked through to the site, so it understates how often the firm is being named in an AI answer.
We did not do anything separate to make that happen. AI assistants read the same clear, specific, well structured pages that Google reads.
The content creator page exists because the strategy said it should, and it answers the question a creator would actually ask. That is why it gets cited.
Calls straight from Google
Not every enquiry arrives as a form submission. A lot of people find the Google Business Profile and simply ring. We have recorded every one of those since November 2023.
| Calls from the Google Business Profile | Total | Per month |
|---|---|---|
| 2024 | 99 | 8.2 |
| 2025 | 126 | 10.5 |
| Twelve months to August 2026 | 142 | 11.8 |
Year on year, calls went from 96 to 142, an increase of 48%. That sits on top of the 51 website enquiries over the same period, so the profile is now producing more first contacts than the contact form does. Schofields Accountants also has 68 Google reviews at an average of 5.0 stars, which is rare at that volume.
In Anesh’s words
What Anesh says
Google review"They have also done the SEO optimisation for me as well and its proving to be a great success for our Accounting firm."
Google review"Jordan & his team did a great job with my website. Love your work guys!
They have also done the SEO optimisation for me as well and its proving to be a great success for our Accounting firm."
Five star Google review for JS Website Design, May 2024. Reproduced as written.Why it worked
What made the difference
Three things, and none of them are complicated.
The local work still comes in. It just comes in alongside a national client list, rather than instead of one.
Next step
Is your market too competitive to rank in?
Most businesses that say this are right about the searches they have been chasing, and wrong about the searches available to them.
There is almost always a set of terms your competitors have not thought to compete for, and they are often the ones that bring in the clients you actually want. We will look at your website, your rankings and your Google Business Profile, and tell you plainly where your opening is.