Starting point
Trinity Tax had a WordPress website that had stayed unfinished for months: placeholder text, no service descriptions, no clear positioning. Anyone who googled the firm’s name after a recommendation found hardly any reliable information.
The firm should appear online the way it works otherwise: competent, clear and service-minded. The team also wanted less effort when arranging first consultations.
A technical check at the start showed the causes:
- The page title was just “Home”, with no mention of the firm or its location.
- A description for search results was missing, so Google showed a random snippet of text.
- The home page had no main heading.
- The site language was set to English although all content was in German.
- The structured data contained CSS code instead of real details.
- All services sat on one page behind a circular menu that Google cannot read.
Build
The relaunch ran in four steps, without disturbing the firm’s work:
- Concept and texts: A clear structure, with the services ordered by audience (businesses, freelancers, private clients).
- Design: A new design that works well on phones too, built in WordPress with the Elementor page builder and the Astra theme.
- Systems: Online appointment booking synced with the Microsoft 365 calendar, and payment of the consultation fee through Stripe.
- Local visibility: The Google Business Profile filled in completely and consistent entries in 36 regional directories.
Booking with calendar sync and payment is part of the custom web application.
Result
After the relaunch, Google showed the firm with the title “Trinity Tax”, a German description and five sub-pages below it, such as “Team” and “Erstgespräch buchen” (book a first meeting).
The comparison covers March to July 2026 against the same period a year earlier, according to Google’s statistics:
- +191 % views of the Google Business Profile, to 2,327.
- +694 % visibility for specific searches, to 127 impressions.
- +28 % actions in the profile (calls, directions, website clicks), to 343.
In Google Search Console, September 2025 to July 2026 shows over 14,800 impressions and 696 clicks at a click rate of 4.7 %.
More on the factors behind such numbers is in my guide to local search optimisation.
What I influenced, and what not
From me came the technical basis, fast pages, clear guidance through the website, the booking with Microsoft 365 and consistent address data in 36 directories.
From the client came the firm’s good professional work, satisfied clients and the willingness to ask them for honest Google reviews. Without real service quality no optimisation helps. Technology opens the door, the firm’s work convinces.
What I take from it
- A firm’s website should solve a real bottleneck. Here it was arranging appointments.
- Local visibility is care: the right categories, consistent addresses and a maintained profile.
- Fewer plugins keep a website more stable and save repairs after updates.
Want to know where your business stands? I check your website for free. Similar projects are on the page for law and tax firms and under web design Munich.
