Case Study: a top-20 accountancy firm unifies its digital presence with Distinction

a top-20 accountancy firm boosts organic traffic 52% with Distinction

The customer, a confidential top-20 accountancy firm, faced a significant challenge after completing three mergers, which left them with four disparate websites, brands, and content management systems. This created a confusing digital presence for both clients and staff. The firm's CMO tasked Distinction with creating a single, unified digital platform that reflected the combined firm's new scale and ambition.

Distinction executed a three-sprint solution that included an extensive content audit, a new information architecture, and a platform built on Payload CMS. The project consolidated the four sites into one, implementing careful URL redirects to preserve SEO value. The results were substantial, including a 52% increase in organic traffic, a 35% rise in graduate applications, and a 70% reduction in CMS support tickets, demonstrating the clear success of the digital consolidation.