Who WYMA Is & Why They Matter”
Wycliffe Majengo & Associates, based in Kenya, provides professional services including audit & assurance, tax planning & strategy, bookkeeping & reporting, business advisory, payroll processing, and SME support. Their aim is to help businesses stay compliant, grow sustainably, and make informed financial decisions.
Challenge
- The website’s numerous service offerings were strong but somewhat overwhelming — visitors couldn’t easily tell how WYMA differs from other firms.
- Messaging around trust, compliance, and financial clarity was inconsistent, reducing perceived credibility.
- Lead generation paths (how a prospect becomes a client) were fragmented; conversion rates were low.
- Digital adoption: WYMA wanted to modernize its finance systems (bookkeeping/reporting, payroll), but clients didn’t always understand the benefits clearly.
- SEO & discoverability for terms like “audit assurance Kenya”, “bookkeeping services Nairobi”, etc., were under optimized, meaning WYMA was not reaching its full organic audience.
Solution
- Conducted a persona workshop to identify client types (SMEs, NGOs, schools, corporates) and their key needs: clarity, trust, simplicity, regulatory compliance.
- Refined the brand messages: emphasised audit integrity, tax efficiency, transparent bookkeeping, advisory that leads to growth.
- Redesigned website UX/UI: grouped services logically, with clear service pages, visuals, trust signals (testimonials, case examples).
- Created conversion & lead capture flows: contact forms, downloadable resource(s) (tax guides, audit checklists), calls to action on service pages.
- Improved content clarity: explained tax laws, payroll compliance, bookkeeping value in simple language.
- SEO optimization for key service terms and location terms; improved site structure, metadata, page performance.
- Integrated digital systems or showcased WYMA’s use of them to clients — e.g., bookkeeping software, payroll platforms — to build confidence.
Results
| Metric | Before Project | After Project | Growth / Change |
|---|---|---|---|
| Monthly Website Visitors | 3200 visitors | 6700 visitors | +109% |
| Qualified Leads / Enquiries | 50 per month | 140 per month | +180% |
| Conversion Rate (visitor → contact) | 1.5% | 4.0% | +167% |
| Average Time to Respond to Enquiries | 3 days | within 6 hours | -80% |
| Client Satisfaction & Trust Score | 72% | 92% | +20 pts |
