Turning a free bookkeeping course into a lead-generation platform

About Boekhouden voor Beginners

Boekhouden voor Beginners is a free online bookkeeping course for new entrepreneurs and freelancers in the Netherlands. It helps people understand the fundamentals of bookkeeping without overwhelming them with complex terminology.

The course consists of three modules and 23 short lessons. Participants learn about subjects such as invoicing, VAT returns, business expenses, balance sheets and depreciation. After completing the course, they can take a test and receive a personal certificate.

The platform is connected to Informer, a Dutch provider of bookkeeping software for entrepreneurs.

The challenge

Bookkeeping is an intimidating subject for many new entrepreneurs. They know that keeping accurate records is important, but often do not know where to begin.

Boekhouden voor Beginners already had the educational knowledge needed to solve this problem. The challenge was turning that knowledge into a clear and accessible digital experience.

The website needed to do more than present information. It had to:

The process

Turning the existing course into an SEO content strategy

Before designing the website, Overflow conducted extensive SEO research around the course modules and lessons Boekhouden voor Beginners already had.

We researched how people search for each bookkeeping topic, assessed the available search volume and mapped the existing lessons to the strongest relevant keyword opportunities. This allowed us to preserve the educational logic of the course while giving each lesson a clear opportunity to attract organic traffic.

For every lesson, we provided clear guidance on the target search intent, recommended structure and subjects that needed to be covered. We also created content outlines that the team could use when writing the lessons. This ensured that the content remained genuinely useful for beginners while being structured around the questions potential visitors were already asking in Google.

Structuring the learning journey

The course content was organised into three clear modules containing 23 short lessons. This gives participants a logical route through the material while allowing them to learn at their own pace.

Instead of presenting bookkeeping as one large and complicated subject, the website breaks it down into practical topics. Participants can start with the fundamentals before moving towards more advanced financial concepts.

Designing an accessible experience

The visual design makes a traditionally dry subject feel lighter and more approachable. Clear navigation, short explanations and prominent calls to action help participants understand where they are and what to do next.

The homepage introduces the benefits of the course before showing its content. Visitors can review the modules, understand what they will learn and start the course without creating a paid account.

Building the platform in Webflow

Overflow designed and developed the website in Webflow, creating a flexible foundation for the course content and its individual lessons.

The modular setup makes it easier to manage and expand the platform. Informer can continue developing the course without rebuilding the entire website whenever content changes.

Connecting education with conversion

After completing the lessons, participants can take a knowledge test. Those who pass can submit their details to receive a personal certificate.

The platform also gives visitors the option to leave their email address and learn more about Informer. This turns the course into more than an educational resource: it creates a direct and relevant connection between Informer and entrepreneurs actively learning how to manage their bookkeeping.

The results

589% growth in estimated organic traffic

Following the relaunch and the introduction of the SEO-led site structure, Ahrefs estimated that monthly organic traffic grew from approximately 504 visits in September 2025 to a peak of 3,471 in June 2026. That represents an increase of 589%, or almost seven times the traffic level around the relaunch.

Ahrefs currently estimates approximately 3,097 monthly organic visits. Although this is slightly below the peak, it remains 514% higher than the starting level and more than six times the estimated traffic around the relaunch.

The number of keywords ranking in Google's top 10 also grew from 84 to 784, an increase of approximately 833%. Importantly, this visibility is distributed across the individual lesson pages rather than relying only on the homepage.

Lessons covering topics such as VAT reverse charging, assets, equity, invoices and current ratios became meaningful organic entry points. This supports the strategy behind the website: connect every lesson to relevant search demand and let visitors enter the course through the bookkeeping question they are already trying to answer.

Turning traffic into meaningful actions

The website has generated more than visibility alone. Since launch, 57 participants have earned their bookkeeping certificate. Completing the certificate requires people to work through the course and pass the knowledge test, making these completed learning journeys rather than simple website visits.

After email lead capture was introduced, the website also collected 100 email addresses in its first two months. That equals an average of 50 new email sign-ups per month during the initial period and creates a direct connection between Informer and entrepreneurs actively learning how to manage their bookkeeping.

• 589%
  Increase in estimated monthly organic traffic at its peak.
• 833%
  Increase in keywords ranking in Google's top 10.
• 57 certificates earned
  Participants who completed the course journey and passed the knowledge test.
• 100 email sign-ups in two months
  An average of 50 new sign-ups per month during the initial period.

Traffic and keyword figures are third-party estimates from Ahrefs. September 2025 is currently used as the approximate relaunch comparison point and should be updated if the exact launch date differs.

From educational content to measurable growth

Boekhouden voor Beginners shows how valuable knowledge can become a practical digital growth channel.

The website gives new entrepreneurs the confidence to take control of their bookkeeping. At the same time, it helps Informer reach a highly relevant audience through education rather than a direct sales pitch.

The outcome is a platform that creates value on both sides: entrepreneurs gain useful knowledge, while Informer generates qualified interest in its bookkeeping solutions.