A seamless website merger with a strong SEO strategy: Bells Accountants & Omer Accountants
The project overview
Company: Bells Accountants (incorporating Omer Accountants)
Location: Nationwide, with key locations in Chislehurst, Dartford, Sevenoaks, Wallington, and Kingston
Service Focus: Website merger, SEO protection, design refresh
Duration: 3-month turnaround
Bringing two brands together
When Bells Accountants approached us intending to merge their main website with their sister company, Omer Accountants, it was clear this wasn’t just about combining domains. This project focused on preserving performance, expanding reach, and unifying two strong brands into a seamless digital experience.
A project like this requires careful consideration, particularly when both websites are already ranking well and generating consistent leads. Hence, we divided the approach into two broad sections: our SEO team focused on content and SEO strategy, while our web development team focused on website design and user experience (UX).
Our Strategy: Merge Smart, Not Fast
To deliver a seamless transition, we worked closely with the client and our in-house SEO and web teams to create a plan that ticked every box.
Every decision had to balance SEO integrity with improved usability, ensuring that clients, both old and new, could still find what they needed, while meeting Google’s expectations for high-quality, technically sound websites.
To do this successfully, we approached the project from two essential angles:
Content and SEO
Protecting visibility, refining messaging, and extending location reach without compromising rankings
Website design and UX
Creating a clean, modern platform with a unified brand identity and a streamlined user journey.
Content and SEO: Preserving performance with precision
With a successful merger, the stakes are high for SEO. We approached the challenge with clinical attention to detail.
Keyword retention – Key search terms from both websites were retained and repositioned within the new content hierarchy.
Location expansion – New service area pages were created for Wallington and Kingston, giving Bells greater reach across London and Kent.
Content optimisation – Our content team fine-tuned every headline, service page, and CTA to improve clarity, improve search performance, and align with Bell’s brand voice.
Website design: A brand that feels unified
This wasn’t just about moving content—it was about reimagining the business’s entire visual identity.
Visual consistency – We introduced a refreshed brand colour palette that married the professionalism of Bells with the recognisability of Omer.
Improved UX - The redesigned layout featured clearer user pathways, simplified menus, and mobile-friendly touchpoints, transforming site visits into actionable outcomes.
Bespoke photography – New branded photography added personality and approachability to key landing pages.
Streamlined navigation – We rebuilt the website structure from the ground up to make it easier for users to find relevant services, locations, and contact information.
Chat with our experts!
Planning a website merger or rebrand? Let’s make it smooth and scalable. Email us at hello@makemelocal.com or call 0800 772 0022
The outcome: Seamless, strategic, and successful execution
The merger was executed without disruption to visibility, traffic, or customer experience.
A truly seamless transition:
We managed the entire process from audit to launch, keeping both websites live throughout to ensure no break in service. The final switchover was clean, efficient, and entirely transparent from the user’s point of view.
Successful domain consolidation:
All Omer website pages were permanently redirected (301) to the most relevant Bells pages. This preserved SEO equity, protected existing backlinks, and helped consolidate authority under one domain.
Google Business Profile integration:
We ensured a smooth transfer of Omer’s Google Business Profile to the Bells brand, maintaining local visibility across all relevant map listings and service areas.
A single, stronger online presence:
With a refreshed design, expanded location coverage, and a unified tone of voice, Bells Accountants now operates under a single, optimised domain.
No disruption to leads or customer experience:
Despite the complexity of merging two fully functioning sites, lead generation continued without interruption. Clients found what they needed, and new users landed exactly where they should.
