North Ledger · Professional services · 2024
An accountancy that stopped looking like every other accountancy
Good at the work, invisible online. We rebuilt the site around the one thing they do differently.
- 3×
- enquiries per month
- 11
- pages, down from 46
The problem
The old site had forty-six pages, most of them describing services with the same three paragraphs rearranged. Prospective clients could not tell what the firm was for.
What the firm is actually for is clear once you meet them: they take on the messy, overdue, badly-organised end of the market that other practices turn away.
What we did
We put that on the front page, in the words the partners already used when explaining it over coffee. It took three drafts to get them to agree to it.
The remaining pages each answer one question a client actually asks. Everything else was cut rather than rewritten.
What changed
Enquiries roughly tripled, and the ones arriving are the kind of work the firm wants, which matters more than the number.
Three times more enquiries from a site two-thirds smaller is the whole argument for cutting pages.
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