About the Client
JTW Accountants are a Gladstone-based accounting and business advisory firm for modern small to medium businesses, offering business advice, tax and accounting services, and superannuation accounting support.
The Brief
Jeremy from JTW Accountants reached out to me (via my other business, The Digital Brew) for help with creating a professional site ahead of officially launching the business.
He wanted to make sure he could be found online by ideal clients and connect with those that would be the best fit for his approach. It was important that the site’s content would help reduce the time spent answering new client questions and manually booking appointments — and be easy to update in the future if services, legislation, or something else changed. It was also important to Jeremy that the brand would look modern and unique from the many stale/bland accounting websites out there.
The Work
As with all my Brew projects, my role was primarily focused on SEO, brand voice, and copy. I started by conducting keyword research to uncover any good opportunities that would fit with the pages we had planned.
Then I conducted Voice of Customer research via a survey of Jeremy’s existing customers. This helped to uncover what we should focus on in the copy, including the main things the company helps with, aspects of the experience that matter most to clients, challenges that led clients to seeking Jeremy’s help, and what they’d search for in Google to find the business.
From there, I was able to recommend a suitable tone of voice, USP, taglines, and key messages for the brand.
Next, I worked on drafting the website copy. The content was equally influenced by Jeremy’s own voice, his target audience, and target keywords for SEO. I wrote copy for Home, About, Services,and Contact, plus microcopy for other pages. I also wrote some mini case studies and incorporated client testimonials (based on the Voice of Customer survey) throughout the site to help build trust.
Once the copy drafts were completed, Stew (my husband and web designer) created the design mockups for client approval before developing the site in WordPress and bringing all the functions to life. He also threw in plenty of fun design elements that help to showcase the brand personality… see how many lego references you can spot!
