Turning a tax advisory website into an organic acquisition channel

About Port Sight Tax

Port Sight Tax is a Dutch tax advisory firm supporting companies, entrepreneurs and private clients with complex tax matters. The firm combines specialist tax expertise with a personal approach, helping clients with areas ranging from corporate and international tax to income tax, wage tax and tax matters for expats.

The challenge

Before working with Overflow, Port Sight Tax already had a website, but it was outdated, difficult to manage and not built to support organic growth. The website attracted little organic traffic, generated virtually no leads and did not reflect the quality of the firm.

Port Sight Tax wanted a website they could be proud of, while solving a more important commercial challenge: creating a consistent source of organic inbound demand.

The solution

We approached the project by combining two Overflow playbooks: our B2B Marketing Website and AI Search.

Rather than treating the website and organic growth as separate projects, we built the new website as the foundation for the organic growth strategy from day one.

A new B2B marketing website in four weeks

Port Sight Tax already had an established visual identity, so there was no need to reinvent the brand. Instead, we translated their existing branding into a more credible, modern and conversion-focused digital experience.

Overflow handled the strategy, copywriting, UX/UI design and Webflow development. The website was structured to communicate Port Sight Tax's expertise clearly, support commercial landing pages and provide a scalable foundation for organic content. From design to development and launch, the new website was delivered in four weeks.

Building the organic growth engine

Alongside the new website, we developed an organic search strategy based on the questions, problems and services Port Sight Tax's potential clients were already searching for.

We conducted keyword research and supported Port Sight Tax with commercial landing pages and organic content in both Dutch and English. The strategy was designed to build visibility across the search journey: from informational tax questions to commercially relevant searches where potential clients may need specialist tax advice.

We also built the strategy with the changing search landscape in mind. Instead of focusing exclusively on traditional Google rankings, the goal was to create authoritative content that could also be discovered through AI-powered search experiences.

The results

The combination of a new website and ongoing organic growth strategy has turned the Port Sight Tax website into a meaningful acquisition channel.

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• 23.7K unique visitors in 12 months
  Over the last 12 months, the website attracted 23.7K unique visitors. In the most recent 28-day period, Port Sight Tax received 2.7K unique visitors, with approximately 1.9K coming directly from organic search.
• That means organic search now accounts for roughly 70% of recent website visitors.
• 165 #1 keyword rankings
  Port Sight Tax currently holds the #1 Google position for 165 keywords globally.
• Instead of relying on people already searching for the Port Sight Tax brand, the organic strategy puts the firm in front of people searching for tax questions, challenges and services around which the firm has expertise.
• 379 appearances in Google AI Overviews
  That visibility is also expanding beyond traditional search results. Ahrefs Brand Radar currently reports 379 appearances in Google AI Overviews across 20 Port Sight Tax pages, with Port Sight Tax content also appearing in Google AI Mode, Gemini and Perplexity.
• Rather than treating AI Search as an entirely separate channel, our approach is to create authoritative and useful content that can be discovered wherever potential clients search for answers.
• 3 MQLs per week
  Traffic and rankings were never the end goal. The commercial objective was to turn the website into a consistent source of qualified inbound demand.
• Port Sight Tax is now generating approximately 3 MQLs per week, turning the website from a static online presence into an active acquisition channel.

From website to acquisition channel

Port Sight Tax didn't need another website that simply looked better. They needed a digital foundation that could support long-term organic growth and consistently put the firm in front of people looking for tax expertise.

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