This is the story of how a great friendship evolved alongside the digital transformation of a company with more than 25 years of history.
Aleksandar.AK is one of the biggest Macedonian accounting offices, a family business that has operated since 1999. It offers complete accounting services for local and foreign businesses that want to operate in the Macedonian market, including the process of opening a company, salary management, tax consulting, financial consulting, etc.
Its client list includes brands like Makpetrol, Wolt, DHL, and over 300 companies that trust them with their books. More than 10 licensed accountants are part of the team.
Aleksandar Kachakovski, a managing partner at Aleksandar.AK, and I have been friends for the past 15 years. We went to university together; we both shared a passion for digital marketing and data analysis, and often discussed ideas about how business processes could be improved and measured properly.
The highlights
| Website | aleksandarak.mk |
| Type of project | • Full website redevelopment and restructuring • Service positioning and content architecture • Lead capture forms and conversion-focused page structure • SEO and AI-search foundations • Analytics and measurement infrastructure • Multilanguage website (Macedonian + English) |
| Platforms | • WordPress |
| Tools | • Google Tag Manager • Google Analytics 4 • Google Search Console • Meta Business Suite |
| Impact | • 62.39% increase in website visits compared to the same period last year • 34.52% increase in organic clicks compared to the same period last year • 27.45% increase in leads compared to the same period last year |
A company that had outgrown its own website years ago
Aleksandar understood the importance of digital presence and decided to create a website for Aleksandar.AK in 2017. At the time, it was one of the few Macedonian accounting offices that had invested in digital marketing, and it paid off in a big way – companies that had never heard of the company before became leads, and eventually clients.
Over the years, I witnessed how Aleksandar.AK grew and developed. For most of the past nine years, I provided marketing consulting support in various forms, but without getting deeper into the actual foundation underneath.
Although the website had remained essentially the same over these years, everyone who has been a part of the team knew it needed a complete rebuild. The first version of the website didn’t represent where Aleksandar AK was by then. After almost a decade, and with increased competition, it was time to shake things up.
That’s why I was really happy when Aleksandar chose me to completely retool the digital foundations of Aleksandar.AK, knowing that I already had the necessary experience for this transformation.
What we actually wanted to achieve with the new website
At the beginning of 2026, when we finally decided to develop a new website for Aleksandar.AK that would follow the company’s growth, the job requirements seemed relatively straightforward.
That was to position Aleksandar.AK to appear online similar to the company it had grown to become offline, and create a website that would operate as an actual business tool and attract more qualified leads.
The first requirement was clear. Aleksandar.AK had expanded greatly since the launch of its original website. However, the website had remained nearly “frozen” in time.
The second requirement was where the challenge was bigger. We needed to develop a more conversion-friendly website with specific forms in different sections of the website. Just a contact form was not enough. We needed to be as precise as possible and solve specific pain points for the target audience (no matter if that was accounting, consultation for opening a company, or digital accounting services).
Thus, the objective quickly became far greater than merely creating a modern appearance for the design.
Building the foundation
Once we understood what the new website was supposed to accomplish, the next step was to rebuild the foundation underneath it.
Before starting the project, a professional graphic designer completely redeveloped the visual identity of Aleksandar.AK – a new logo and a new branding book. The website was then designed with this new look in mind.
The website was developed in WordPress with a custom-developed theme, in two languages: Macedonian and English. It has a responsive design suitable for desktop, mobile, and tablet, and follows best practices for on-page and technical SEO.
Aleksandar.AK provides an incredibly wide variety of services. Simply putting all of these services on the website was not the issue here.
The challenge was to ensure that anyone looking at the website could easily determine which service applied to them, what problem the service addressed, and what steps they should take next.
This required building a brand-new structure and page layout, with separate pages for each main service area, and new copy for each of the pages.
The landing page for opening a company was a great example of this. An individual opening a business for the first time will probably not want to read lengthy paragraphs filled with terms used in legal/financial/administrative areas. They want to know what occurs during the process.
Rather than simply listing the process of opening a company as yet another paragraph on the services page, we converted it into a step-by-step journey that a first-time entrepreneur could actually follow.
The same philosophy was carried out on the entire website – each service had to have its own specific purpose, its own distinct message, and a clear direction for the visitor after they had viewed the service.
Improving the visitor journey was only one part of the rebuild.
Proper lead tracking was also needed. The website was constructed using appropriate measurements underneath it.
When we looked at the analytics, we needed to know which forms performed the best and where on the website. In Meta Ads Manager, this was essential so the campaigns could be optimized more effectively around our goals.
This allowed us to measure the number of company formations, accounting requests, digital accounting leads, and general contact submissions separately from one another.
Darko has known Aleksandar.AK and the way we work for many years, so this project never felt like a standard website rebuild. He already understood the business, the services we provide, the type of clients we work with, and where the old website was falling behind.
The biggest difference for me is that the new website does not only look more professional, but it finally works as a real business tool. Our services are presented much more clearly, potential clients have better ways to contact us depending on what they need, and for the first time we can properly measure what happens on the website and where our leads are coming from.
Aleksandar Kachakovski, Managing Partner, Aleksandar.AK
The impact showed up quickly in the numbers
We could see an effect from the rebuild very quickly after the new website went live. On 5th May 2026, we launched our rebuilt website. Over the next three months (ending 4th August 2026), several of the key web metrics began to increase dramatically:
- Website traffic increased by 22.07% compared to the previous three months (5th February 2026 – 4th May 2026).
- Website traffic increased by 62.39% compared to the same period last year (5th May 2025 – 4th August 2025).
- Organic search impressions increased by 52.37%, and organic clicks increased by 34.52% compared to the same period last year (5th May 2025 – 4th August 2025).
- Total leads increased by 27.45% compared to the same period last year (5th May 2025 – 4th August 2025).
There were improvements in all areas. Not only are more people visiting the website now, but they are also reaching the service pages where we want them to be, and those visitors are more likely to become leads.
Another important fact: the website is constantly ranking among the top on Google’s SERP for strategically important keywords.
That was the result we were looking for from the beginning: not simply more traffic, but a website that was attracting more relevant attention and converting more of it into business opportunities.
What comes next for Aleksandar.AK?
The new website wasn’t the end point of what Aleksandar.AK wanted to achieve.
Digital accounting has become a much larger portion of how Aleksandar.AK interacts with its clients. Their own software, AK Digital, is being developed around that direction, bringing accounting, payroll, invoicing and other financial processes into one connected system.
The upcoming changes around e-invoicing in Macedonia make that transition even more relevant.
For Aleksandar.AK, the opportunity is not simply to adapt to a new requirement. It is to use that moment to make the relationship between the company, its accounting team and its clients more connected, transparent and efficient.
That is also where my relationship with Aleksandar.AK continues.
The website project was not a one-off collaboration. After knowing the company for years and working closely on this rebuild, Foundgroove continues to support the digital side of the business as it develops further.
That means continuing to improve the website, refine the way services are presented, monitor performance, support new digital initiatives and make sure the foundation we built can evolve together with the company.