About the Client
Be Advisory offers support and advice for small businesses, with clients throughout Australia and a head office in north Brisbane. Their umbrella brand is known as The Be Group, which also encompasses their bookkeeping arm, Be Accounted.
The Brief
I’ve had the pleasure of working with the team behind Be Advisory for a number of years (via my other business, The Digital Brew), and throughout this time, their brands and business have been through various iterations.
Our most major project together involved a new umbrella brand landing page site (The Be Group), a new accounting and advisory brand website (Be Advisory), and minor tweaks to their original brand website (Be Accounted) as it would be solely focused on bookkeeping. Their main goals included strengthening their brand positioning, updating/refreshing their brand, and attracting higher value customers.
The Work
My role for this project focused on SEO strategy, brand voice, and copywriting.
This included undertaking Voice of Customer research, where I sent out a survey to existing clients to understand what aspects of the service stood out, their main priorities for working with an accountant/advisor, challenges they were facing, and how the services/experience compare to other providers. From there, I was also able to use some of the comments to write some testimonials for the new site.
Because we were dealing with multiple brands and distinct audiences, I created some basic audience avatar profiles so that I could confirm I was on the right track before going any further. I also spend some time doing competitor research, noting what competitors were doing well — and opportunities for us to do better.
I conducted keyword research to determine suitable (mostly local) keywords to target using the content for Be Advisory, while making it engaging and focusing on their points of difference (primarily, the company’s down-to-earth approach). I drafted copy for each page, including Home, About, Services, Resources, Contact, and a Consultation booking form.
Once the copy drafts were completed, Stew (my husband and web designer at The Digital Brew) created the design mockups for client approval before developing the site(s) in WordPress and bringing all the functions to life.
