Case Study
How we helped a CPA build his firm from the ground to over $100k+ sales within just 90 days.
Overview
As the eyes are the window to the soul, the website is the window to the value proposition. The website itself doesn’t create the value proposition, rather it helps the potential clients understand the value of your product or service.
Such was the case for the Certified Public Accountant, Julian Tolliver. His passion for his service radiated through the phone when we talked. But his template website just wasn’t effectively communicating that value.
He got in touch with us and in less than 35 days, we gave him not only a redesigned world-class website but a whole new-crafted brand that is attracting hundreds of leads every month.
Client
Julian Tolliver
Industry / Sector
Finance / Accounting
Services
Web Development
Branding
Graphics Design
Copywriting
SEO
Marketing
The Client:
A CPA looking to relaunch his firm
Julian Tolliver is a certified public accountant with experience spanning over 10 years in private and public sectors. Julian had started his own CPA firm and was mainly getting clients through word of mouth referrals from his network. Not only was he looking to attract more clients, but he also wanted to attract high value clients.
The Challenge
Stand out in a crowded and competitive space.
Julian’s old template website was only bringing a tiny amount of direct traffic from word of mouth. The website was also not converting leads into the sales funnel. This was a result of the website not communicating the firm's unique value proposition effectively. We had to find ways to solve these problems. Given the firm's not so brand-able name and extreme competition both locally and nationally, we knew that it would be difficult to deliver on client's goals.
Very Competitive Space
Crowded Branding Space
A Complete Brand Overhaul
OUR SOLUTION
Tie together user experience, brand message and sales.
Our general philosophy is that successful marketing is built on effective branding. Especially for financial and accounting services, potential clients need to immediately identify your brand with competence, trustworthiness and reliability. Realizing the lack of branding opportunities with the client's old firm, we convinced Julian of the need to rebrand and relaunch his firm.
We also believe that websites should measurably drive sales and deeper engagement. Therefore, our focus was to bring in seamless experience to users through design and performance while building entry channels into the sales funnel through clear value proposition.
The 6 Steps To Success
THE PROCESS
Agile Approach For Flexibility
Collaboration with client at every step and adapting to insights at optimization stage was crucial to our approach.
01. Discovery
understand client goals and the target market
First, we had to understand Julian's vision and values for his firm. Secondly, now that the objective was no longer just rebuilding a website, but to develop a new strong brand that commands trust and drive growth, understanding the target market was now even more crucial.
Market Research
What do small businesses want from accountants?
We needed to understand the current state of the accounting services market in order to determine where there are opportunities to attract more clients, leapfrog competitors, and achieve company growth through branding and marketing.
Industries Surveyed
02. Branding
Visual & Message
Create a brand that communicates "professionalism, trustworthiness, dependability, yet modern, youthful and fun”
Logo | Stationery
Fonts
Colors
03. Prototyping
build out a clean user-friendly interface
Our approach was to combine a smooth exploration experience with enhanced brand storytelling to highlight clear conversion paths to drive leads into the sales funnel.
04. Copywriting
communicate a unique value proposition clearly
Our copywriters worked to create a unique message that connect with the potential clients and clearly spell out the firm's value proposition in alignment with the brand's identity, and voice
05. On-Page SEO
All page copy was optimized for search engine visibility
Keyword research played a fundamental role in determining and implementing strategic keywords. Also, we performed technical optimization of each page on the website.
06. Conversion Optimization
build conversion paths to drive leads into the sales funnel
The most important function of a service brand website is to initiate the process of turning visitors into customers. With that in mind, we designed and integrated the firm's website as the entry point into the much bigger sales ecosystem. Making sure that it performs this function optimally was the focus at this stage.
Hit a home run
RESULTS
Exceeded Client's Expectations
The new valor CPAs website is a strong digital asset, driving leads and conversions through intuitive navigation. The strengthened user experience achieves its important goal: clearly explain the value that Valor CPAs bring for the potential client. The built-in conversion channels frictionlessly drive leads into the firm's sales ecosystem (funnel).
INCREASED BRAND EQUITY
As a result of a well-defined and built-out brand, Valor CPAs now attracts high value clients that would otherwise seek out perceptively bigger firms for the same level and quality of service.
Attracts high value clients
Commands higher fees
Elevated site-wide brand storytelling provides additional trust and credibility for client's growing brand.
Clear value proposition
By understanding the target audience, we were able to craft a brand message that addresses their pain points and position the client's firm as an answer to their frustrations and expectations.
Increased form conversion on landing pages (24%)
Increased overall enquiries from service description pages
Increased search visibility
Our initial and continued work in search engine optimization and SEO-optimized content is clearly beginning to take effect and rapidly gaining ground.
Increased Appearance in search results (78%)
More people are clicking through to website (16%)
Increasing Average position in search results (18.3)%
Seamless user experience
Improved overall site architecture and navigation to enabled easier browsing and a more frictionless experience for user.
Highly available website (100% uptime)
Fast website (97% PageSpeed Score, 0.6s Load time)
Responsive and optimized for all devices
Increased User Engagement
More people are visiting the site (3.6k %)
More people browse more than one page (86% decrease in bounce rate)
More People spend more time on the site (4 min / session)
Increased Marketing Conversion
Due to the strong foundation we built for Valor CPAs in terms of branding, copywriting, market research; we are now able to build out extremely relevant, precisely targeted paid marketing campaigns that perform at above average every time.
More people are clicking on client Ads (3.2%)
Cost of ads are relatively cheap ($0.59 per click)
More visitors leave their contact information (24%)
Conclusion
There is one is principle guiding us here at WEB ROI AGENCY and that is there is an undeniable correlation between design, marketing, and conversion. And this project proves exactly just that. Because of our groundwork in understanding Julian’s needs and the accounting service market, we were able to create a brand that resonates with the known target audience and develop highly converting marketing program, a website that not only looks great but also drives growth for Valor CPAs.
Client Experience
Working with Web ROI Agency was something new for us as we haven’t had much experience using a marketing company. Since we were working on a rebrand and relaunch of our firm, we came across Brian who has been great from the beginning. He took the basic ideas that we outlined for him and knocked it out of the park. a 5/5 all around on delivery and aiding us in our new marketing strategies."
Get A Website That
Generates Sales.
Get Marketing That Bring Results.
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