BLS Financial

How a Bendigo financial advisory practice moved from page-two obscurity to a top-four local ranking, and started converting its reputation into real enquiries.

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Ranking for “financial advisor Bendigo”
Monthly organic visitors to website
Qualified enquiries in first month
BEFORE

The Challenge

Adam Mackenzie has led BLS Financial since 2000, building a client base that spans Australia almost entirely through word-of-mouth referral from a base in Bendigo. But when the practice invested in a new CRM, its website couldn’t keep up.

The existing site ran just six pages of thin content – the About page was little more than a list, with no calls to action and nothing that connected with the local community it served. Sidebar widgets were broken, and the only image on the site was an exterior shot of the office – not one team photo appeared anywhere.

Headings were vague and gave visitors no reason to get in touch. The video library hadn’t been updated in years, and a “free” knowledge centre sat locked behind a paywall. The site was averaging around five organic visitors a month.

Our Approach

We rebuilt the site on a modern framework with a premium theme and properly structured content throughout, giving BLS Financial a logical flow within and across pages that finally matched the calibre of its new CRM.

Calls to action and conversion elements were added throughout, with a booking form built directly into the website and connected to the practice’s CRM. Thin content was expanded into dedicated child pages for each service, FAQ pages were added to answer common questions, and real team visuals replaced the office-exterior hero image.

Alongside the website rebuild, we updated title tags and meta descriptions, added schema markup, and requested re-indexing – SEO foundations built in from the start, not left as an afterthought.

AFTER

What We Delivered

Web Design & Development

A full rebuild on a modern framework with a premium theme, logical page flow, and conversion elements added throughout the site.

CRM-Connected Booking

A booking form embedded directly into the site and connected to BLS Financial’s new CRM, removing friction between enquiry and appointment.

Service & FAQ Pages

Dedicated child pages built out for each service, plus FAQ pages addressing the questions prospects were asking before making contact.

Technical SEO Foundations

Updated title tags, meta descriptions, and schema markup, with re-indexing requested from search engines to restore visibility fast.

The Results

Local search ranking

From position 14 to position 4 for the target keyword within two weeks of going live.

Monthly organic visitors

Up from an average of five a month, driven entirely by the technical cleanup at launch.

New monthly enquiries

Extra enquiries arrived in the first month – before any ongoing SEO work had even begun.

  • “Within weeks of launching, we were ranking higher locally and seeing enquiries we’d never had before. Dean took the time to understand exactly what we needed, not just how the site should look. If you’re after a website that actually brings in quality clients, do yourself a favour and talk to Novo Digital Agency.”
    BLS Financial website design and SEO case study thumbnail
    Adam Mackenzie
    Managing Director, BLS Financial

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