How Pennylane strengthened its SEO presence on key accounting and financial queries
of SEO traffic
of qualified leads
conversion to product demonstrations
OVERVIEW
ABOUT THE COMPANY
Pennylane is a SaaS accounting and financial management solution for entrepreneurs, SMEs, and accounting firms. It combines a management tool and accounting expertise in a single collaborative space.
HEADQUARTERS
Paris, France
INDUSTRY
SaaS / Fintech / Accounting & management
SERVICES PROVIDED
Complete SEO audit
Optimization of solution & feature pages
Educational content strategy
Internal linking & netlinking
PROBLEM
Pennylane had a good product but limited visibility on Google for key queries related to accounting, invoicing, and business management. The site generated few SEO leads compared to its potential, and the content was not structured for conversion.
THE OBJECTIVES
Strengthen SEO visibility on pages with high business potential.
Generate qualified leads via organic content.
Increase the volume of product demonstrations resulting from SEO.
THE BOTANIK SOLUTION
Botanik designed an SEO approach based on pedagogy, structure, and technical performance.
1 — OPTIMIZATION OF PRODUCT & SOLUTION PAGES
Rewriting of feature pages with a user-benefit oriented angle.
Integration of comparative modules, use cases, and FAQ.
Standardization of titles & meta descriptions with targeting by search intent.
2 — CREATION OF EDUCATIONAL CONTENT
Production of evergreen SEO articles on accounting, VAT, legal obligations.
Creation of specific landing pages per persona (CEO, CFO, chartered accountant).
Integration of explanatory diagrams, glossary, and downloadable content.
3 — NETLINKING & TECHNICAL STRUCTURE
Strengthening of internal linking between blog, solution pages, and guides.
Acquisition of backlinks from finance and legaltech media.
Improvement of Core Web Vitals for optimal mobile performance.
THE RESULTS
In 6 months, SEO performance significantly improved:
of SEO traffic
of qualified leads
conversion to product demonstrations
CONCLUSION
Thanks to Botanik's support, Pennylane was able to structure an in-depth SEO strategy, combining pedagogy, technical aspects, and commercial performance. The organic channel has become a pillar of acquisition, generating high-value leads in a highly competitive sector.
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