Wiltshire based Park Lane Accountants gave me the opportunity to use my copywriting skills alongside the website redesign project they had commissioned me to fulfil. Starting completely from scratch, fresh content was created with a consistent tone in order to get the company’s ethos and unique message across.
This rebranding exercise has allowed Park Lane Accountants to show off their distinctive and individual angle, making sure that they stand out from the crowd of similar-sounding, jargon-infused accountants. The shift came in the form of overhauling the way in which services were presented to the customer. Messages were changed so that the focus was on the potential customer, rather than on the company, meaning that the new copy was more compelling due to being outwardly facing towards ‘you’.
For example, on the previous website, the copy read like this:
“With our wealth of experience we pride ourselves on delivering an unparalleled service to all clients, what ever their size or sector at a pre-agreed fixed price.”
“In addition to traditional auditing, accounting and tax services we also provide advice on how to improve and develop your business. Whether you need an integrated business strategy, access to corporate finance or specialist tax advice we are here to help you achieve your goals.”
Here is the replacement:
“We dispel any worry and confusion brought about by the jargon and patter surrounding tax, book keeping, profitability and payroll to ensure a supported and stress-free journey towards achieving your goals.
Working with you to improve your circumstances and hit your stretch targets is what we’re all about. We provide an accountancy service like no other because we’re more than just accountants.
If there’s an opportunity there, we’ll tell you about it. We make it our mission to give you the best chance at getting to where you want to be and we can offer expert guidance throughout your journey.”
Much better! The new content makes ‘you’ the focal point, moving away from the typical accountant vernacular and making the user feel at ease. The entire website follows these new rules and is much easier on the eye, ensuring that confidence is inspired from the outset. Take a look at the finished result…