Taxolution Advisory
A small Swiss tax firm now outperforms PwC and Deloitte in search.
Outranking the Big Four with expertise, not budget.
Taxolution is a small, independent Swiss tax advisory firm. Its competitors include PwC and Deloitte. We built a search and content strategy that played to Taxolution's strengths, not its budget.
Organic traffic grew 169%
Revenue grew 55%
The work was nominated for Best Use of Search at the European Search Awards
If you can't compete on budget, compete on depth. And depth, in this case, was Taxolution's actual expertise.Paul Wood
The Challenge
Taxolution Advisory specialises in Swiss tax services for expats. It fills a gap that the market has largely ignored: giving people who've relocated to Switzerland personal, expert advice on navigating a complicated tax system, delivered through an all-digital process.
The problem is the competitive landscape. When expats search for tax help in Switzerland, they're presented with two options: traditional fiduciaries, or the Big Four. PwC, Deloitte, and their peers have deep pockets and enormous marketing budgets.
Taxolution is a small team. Competing on spend wasn't an option. The brief, since early 2021, has been to establish the firm as the go-to online resource for Swiss expat tax information. A thought leader. The specialist voice in a market dominated by generalists and giants.
Our Approach
The strategy was built around one insight: Taxolution's advantage isn't budget. It's depth. The firm's understanding of Swiss tax for expats is more specific and more practical than anything the Big Four publish.
We ran painstaking audience research to understand the minute details of what expats were searching for online. Not broad topics but specific questions, specific situations, specific anxieties about money in a new country.
From that research, we briefed Taxolution's internal marketing team on exactly what information to publish, in what format, and where. Every piece of content was designed to answer a real question that a real person was asking.
We augmented this with strategic paid media support, including a complete rebuild of the firm's Google Ads campaigns, making sure every franc spent was working as hard as the organic content.
The Outcome
169% growth in organic search traffic. The content strategy significantly improved Taxolution’s standing.
55% growth in revenue. These are people finding Taxolution, trusting the expertise, and becoming clients.
The work was nominated for Best Use of Search (Finance) at the 2024 European Search Awards.
Taxolution now outperforms its size in search. A small specialist firm, holding its own against the largest professional services firms in the world. That's what happens when you compete on depth instead of budget.
