A demand generation strategy and a zero-downtime website relaunch for an accounting SaaS

Situation

Vyde, an accounting and bookkeeping SaaS for small businesses, had grown through outbound sales and organic search, and wanted a scalable inbound engine plus a new website to support it.

Insight

An inbound engine is only as good as the conversion data behind it. The strategy and the new site had to share one tracking foundation, so every channel in the plan could be measured from the first lead.

Action: strategy (4 weeks)

• Discovery, framework, roadmap and presentation to leadership in four weeks.
• Defined the ICP (owners of 1–50 employee businesses) and a vertical rollout sequence.
• Prioritized channels by cost per lead, intent and measurability, with Google Search and Meta first and Microsoft Ads, YouTube and display behind them.
• Designed an evergreen framework (content engine, demand channels, nurture, optimization), with offline-conversion re-uploads to Google and Meta, CRM lead scoring and a 3–5% monthly CPL improvement target.
• Modeled three budget tiers and a 100+ task go-to-market checklist.

Action: website relaunch

• Audited 99 pages and 700 blog posts and built a redirect map so no ranking URL broke.
• Hand-wrote titles and meta descriptions, controlled indexation, compressed images and reviewed Core Web Vitals.
• Installed GA4 and Google Tag Manager with conversion tracking for forms, booked calls and click-to-call, plus Google, Meta and Microsoft Ads pixels and verified CRM routing.
• Ran the DNS cutover with the client’s sysadmin and kept the old site ready for rollback.

Result

• Strategy delivered and presented to leadership on schedule.
• The new site launched on July 1, 2026, passing Core Web Vitals and the Yoast site test on day one, with the full tracking stack live.