Case Study | How Castle Helped DSG Accountants

DSG Accountants

How did we help DSG?

1. The proposal

DSG is one of the North West’s leading independent accountancy and advisory firms. They work primarily with small and medium businesses, private clients who serve the not-for-profit sector, and professional practices.

Headquartered in Liverpool, DSG have almost 100 staff working across two offices in Liverpool City Centre and North Wales. DSG’s focus is neither national nor international, which presented new challenges for Castle’s team, who are more familiar with organisations who have a larger scope.

“Rebrand first” was the message we got from DSG. The company, by its own admission, had not given much thought to branding, and the website they were using was outdated and blocky, a fairly typical example of ‘home-build’ construction.

To this end, Castle was asked to design and create a bespoke website that would highlight DSG’s services and generate leads, as well as increase conversion rates for existing clients and promote the notion of the company as the market leader in the North West of England and North Wales.

On the marketing side, Castle was asked to take control of the organisation’s LinkedIn management and proposed both SEO and PPC strategies as well as a targeted e-mail marketing campaign.

2. The process

The rebrand itself consisted of a range of drafts created in agreement with the client and Castle’s design team, which refined colour schemes and logos and created new corporate materials, business cards and brochures for the partners and the sales and administration teams. As a guide, Castle offers 8-10 concept designs with unlimited revisions.

We then produced a Brand Guidelines document, presenting real-world examples and visual concepts of all the artwork, font sizes and designs necessary to begin the next phase of Castle and DSG’s strategy.

One of the main strategies for increasing leads and conversion rates was to trade resources for data. This was achieved by creating a “News and Guides” section on the website, where prospective clients would be encouraged to leave an email address in exchange for a helpful guide on tax management or ISAs, etc.

Castle also focused on crafting localised landing pages using terms such as ‘Liverpool tax planning consultants’ with the specific aim of driving traffic on local search terms to these pages. On the marketing side, Castle utilised SEO strategies to optimise the website for the highest Google rankings, in tandem with a PPC campaign that brought immediate revenue increases.

We also took control of the management of DSG’s LinkedIn account, strategizing posts around thought leadership content with the specific aim of boosting networks and connections. This was a PR exercise not aimed at lead generation but rather used as a marketing tool. The intention was to garner relevant audience profiles in order to target existing customers, rather than sending direct messages to potential clients.

A screenshot of the DGS website displayed on an iPhone.

Other Projects

BiFold Local

Lead Generation

BiFold Local are a bifold door manufacturing and installation company based in Liverpool. They supply and install high-quality bifold doors to people throughout the UK.

Supreme CBD


Supreme CBD are one of the UK’s leading suppliers of high-quality CBD products. Endorsed by athletes, Supreme CBD products are third-party lab tested and CBD content verified to ensure quality and consistency. They sell a range of CBD products from traditional full-spectrum oils to capsules, CBD gummys, balms and E-liquids.

Steven Brown Art


Steven Brown Art is an online eCommerce art and lifestyle brand, selling a wide range of products depicting paintings from iconic Scottish artist Steven Brown. Steven Brown’s award-winning colourful, contemporary art has made him a household name in the UK, and he is best known for his colourful McCoo highland cow paintings.

Book an Appointment


11 red flags to look out for when hiring a marketing agency

Don’t get stung by bad agencies, here are some red flags to look out for to help you avoid making a decision you’ll seriously regret.

Read more


Battle of the bots: Which AI-powered chatbot is the most effective tool for digital marketers?

Our digital marketing experts test out the three major AI-powered chatbots - ChatGPT, Bing and Bard - to see which is worth using right now.

Read more


Castle International help Swan to launch the world’s first Alexa kettle

Castle International have helped our long-standing client Swan to successfully launch the world’s first Alexa kettle. Swan are one of the UK’s best-loved and most innovative homewares brand, with a long history of releasing revolutionary appliances – including the very first electric kettle all the way back in 1933. The…

Read more