Overview.
Bell & Company helps company directors deal with business debt: HMRC arrears, personal guarantees, director’s loan accounts and settlements with lenders. People come to them under real pressure.
The objective.
Directors in trouble search for answers long before they call anyone. Bell & Company needed to be the firm they found, trusted and phoned, in Google and in AI answers.
Our approach.
Answer the questions directors are worried about, in plain English. Rewrite the service pages so the next step is obvious. Build the authority a financial adviser needs before Google will rank it.
Answer what directors are searching.
We built a content plan around real worries, not keyword lists. Straight answers, no lecture, and a clear route to speak to someone.
What directors ask
- Overdrawn director’s loan accounts
- Dealing with HMRC debt
- Personal guarantees
- Going into administration
- Balance sheet insolvency
Service pages that get the call.
We’re rewriting the service pages in batches so each one does the same three jobs. A glossary covers the terms directors hear from lenders and HMRC.
Every service page
- Explains the problem in plain English
- Shows what Bell & Company does about it
- Makes getting in touch the obvious next step
Earn trust with the right links.
A competitor backlink gap analysis showed where rivals were picking up links. That now drives our digital PR, and a fresh technical audit keeps the foundations solid.
Behind the scenes
- Competitor backlink gap analysis
- Full technical re-audit
- Site health at 97 out of 100
The results.
Enquiries are up 127%, from 34 to 77, while visits from organic search rose 19%. Bell & Company ranks #2 for “business debt”, “dealing with HMRC” and “full and final settlement”. In AI answers it takes 29% of mentions across its competitor set, ahead of StepChange.
- 127%
More enquiries.
- 77
Enquiries, up from 34.
- #2
For “business debt” in Google.
- 29%
Share of AI mentions in its market.
What happens next.
Gemini names Bell & Company far more often than ChatGPT, so ChatGPT is next. We’re also working on how AI answers describe the firm, so directors who find it there get an accurate picture before they call.
We have been working with Circulate for around 6 months and are already impressed with the performance we're seeing, particularly in our AI search ranking. The team are friendly, knowledgeable, and they really worked hard to get to know our brand and offering - something that can be hard to find!
Nory
