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Case Study

Hone Bookkeeping Case Study

Hone restaurant bookkeeping LinkedIn page and social graphics
Services

A B2B SaaS Digital Marketing Transformation for Hone Restaurant Bookkeeping Software

+59%
Google search clicks in one quarter (3 months to Oct 2023)
+67%
demo requests from organic search (6 → 10, Q2 → Q3 2023)
99.6K
Google impressions in 3 months

At Hone, they’re dedicated to refining the art of restaurant management through innovative bookkeeping and inventory software. Understanding the complexities of restaurant operations, our platform is designed to alleviate back-office pressures, allowing restaurateurs to focus on their passion—creating unforgettable dining experiences. Co-founded by industry veterans Brandon Child and Rohit Shenoy, Hone embodies the intersection of technology, food service, and finance, driven by a mission to bolster the financial and holistic success of restaurants.

Bar chart of Google search clicks: 307 in the prior 3 months vs. 488 in the 3 months to Oct 2023.
Google search clicks rose 59% in one quarter (488 vs. 307, 3 months to Oct 2023).

Problem

Despite Hone’s robust offerings and the founders’ deep industry insight, the platform struggled with visibility and lead generation. Previous marketing efforts, including YouTube, Google, and Facebook/LinkedIn ads, fell short of expectations. Hone sought to pivot towards SEO to build a sustainable brand presence and secure long-term, cost-effective clicks, moving away from the unsustainable ad spend cycle.

Solution

Bend Marketing launched a comprehensive SEO and digital marketing strategy to elevate Hone’s online presence and attract high-quality leads:

  • Comprehensive Audits: Executed technical and backlink audits, core page expansions, and a conversion funnel audit to identify and rectify existing weaknesses.
  • Content Strategy Overhaul: Developed a rich content calendar, including glossary terms, blogs, and core pages focused on crucial industry topics, addressing both foundational and advanced concepts.
  • Content Refresh: Take inventory of client’s existing content and improve it for quick wins and ranking improvement
  • Website Enhancements: Improved the website’s user experience by adding NAP (Name, Address, Phone) details to the footer, optimizing pagination on the blog page, fixing the XML sitemap, and implementing internal links for better navigation and SEO performance.
  • Security Measures: Addressed and resolved website hacks, securing the platform against future vulnerabilities with tools like Sucuri.
  • Targeted Content Creation: Published engaging, informative blogs and core pages designed to attract Hone’s ideal customer base, with topics ranging from restaurant labor costs to menu costing, and software solutions.
  • Link Building: Focused on building a robust external and internal link profile to enhance domain authority and search visibility.
  • G2 and Gartner Listings: Enhanced Hone’s visibility on software review platforms, setting up listings and optimizing profiles to attract and convert interested parties.

Semrush table of Hone's top-ranking keywords, with positions 1, 2 and 3 for restaurant bookkeeping terms.
Hone’s top-ranking keywords, including #1 for “restaurant bookkeeping software boston” (Semrush, Oct 2023).

"
“They did a fantastic job of setting, managing, and ultimately exceeding expectations on the website build… They are very data-driven and excellent communicators… For SEO, we also get a regular monthly update with clear before and after metrics to show us progress/ROI for our investment. They are small, one might say ’boutique’, yet maintain a very high level of service, responsiveness, and above all, quality… They deliver good value for money which we also appreciate as a small early-stage business.”

Rohit Shenoy |  Owner

Results

Bar chart of demo requests from Google: 6 in Q2 2023 and 10 in Q3 2023.
Demo requests from organic search grew from 6 (Q2 2023) to 10 (Q3 2023).

Search Console comparison showing 488 clicks vs. 307 and 99.6K impressions vs. 78.7K.
Google Search Console: last 3 months vs. the previous 3 months (October 2023).

GA4 table of demo form submissions by channel with organic search highlighted at 10.
GA4: 10 demo requests from organic search in Q3 2023.

Five months in: Google clicks up 59% and organic demo requests up 67%

  • Google clicks up 59% in one quarter: 488 clicks in the 3 months to October 2023, vs. 307 in the previous 3 months. Impressions rose from 78.7K to 99.6K.
  • Organic search became a lead source: demo requests from Google grew from 6 in Q2 2023 to 10 in Q3 2023 (+67%).
  • First-page rankings for money terms: #1 for “restaurant bookkeeping software boston”, #2 for “restaurant bookkeeper”, #3 for “restaurant accountant” (Semrush, Oct 2023).
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