Accountancy practice, Leyland
My Trusted Accountant
A trust-led rebuild for a practice competing on credibility rather than price.
What they were dealing with
Accountants compete on trust, and the old site asked visitors to take that trust on faith. Services were listed in the language of the profession rather than the language of the person worrying about their tax return.
What we did about it
We rebuilt the site to lead with credibility: clear service pages in plain English, transparent positioning, and no jargon a first-time client would have to look up.
Every page ends in the same single next step, so an enquiry never depends on someone hunting for a contact form.
Each service, bookkeeping, business accounts, VAT, tax returns and fractional finance director, has its own page, so somebody searching for the one thing they are anxious about finds a page about that.
Client words run through the site rather than sitting on a testimonials tab nobody visits, and nothing is measured until a visitor has actually agreed to it, which matters more than usual for a practice that advises on compliance.
Everything we built into it
A page for each service, written for the client rather than the profession
Bookkeeping, business accounts, VAT, tax returns and fractional finance director each get their own page, explained in the words a worried business owner would use rather than the language of the profession.
Client words carried up front, not buried on a page nobody visits
Real client testimonials run through the site rather than sitting on a separate page, because trust is the thing an accountant is actually selling and it has to be visible where the decision is made.
Nothing is measured until the visitor agrees to it
No analytics or tracking runs until the visitor has actually accepted it, and refusing works properly rather than being remembered as a yes.
Every page ends in the same single next step
Each page finishes with the same one action, so a visitor never has to hunt for how to get in touch, and there are no competing calls to action pulling in different directions.