A Wallington accountancy firm with a ten-year-old website and a client base that could be anywhere. We rebuilt it around what the firm is best at: knowing your sector, and doing the work remotely.
Futurewise is a chartered accountancy firm in Wallington, with a CIMA-accredited team and clients ranging from sole traders and limited companies to building firms and care providers. The work was good. The website was not. It was about ten years old, looked and read like it, had no clear next step for a visitor, and wasn’t generating much in the way of enquiries.
There was a second problem underneath the first. The old site tried to be everything: accountancy, recruitment and training, all on one set of pages, in the formal, generalist tone that accountants fall into by default. Nothing on it explained why a business owner should pick Futurewise over the next firm, and the firm’s real advantage was nowhere to be seen. Futurewise runs on fully digital, remote delivery, which means a client in Croydon, Manchester or further afield gets exactly the same service as one on the doorstep.
So the brief had three parts: narrow the site to accountancy and its supporting services, make the remote-first model the headline rather than a footnote, and replace the formal tone with something warm, plain and benefit-led.
Absolutely delighted with the website Three Girls Media designed for my business. I loved the branding ideas and overall image they suggested for it and I’ve had excellent feedback and lots of new customers. Thanks so much.
We started by cutting. Recruitment and training came out entirely, and the site now covers six services, each on its own page: accountancy, bookkeeping, cloud accounting, outsourced accounting, self-assessment tax returns, and business support. A visitor who wants a bookkeeper lands on a bookkeeping page, not a paragraph on a page about everything.
The second decision was about sectors. Most accountancy websites list services and stop there, which leaves the visitor to work out whether the firm understands their business. Futurewise does, so we gave it five sector pages to prove it: property and construction, healthcare and medical, professional services, e-commerce and technology, and retail and hospitality. Each is written around the quirks of that trade. The construction page deals with CIS deductions and how a building firm actually gets paid. The healthcare page covers associate practitioners who are taxed separately from the practice they work in, and payroll for shift-based care staff. The retail and hospitality page deals with VAT schemes and tronc. “We understand your sector” is a claim every accountant makes, and these pages are where Futurewise earns it.
Then the remote-first message, which runs through every page. A “Working With Us Remotely” section explains the process in plain terms: documents shared digitally as soon as you have them, engagement letters signed electronically, identity checks done online, meetings on Zoom or Teams, and fixed monthly fees by direct debit with no long-term contract. It appears on every service and sector page, but we wrote it differently each time, so Google isn’t looking at the same block of text repeated across a dozen pages. Where it matters, it gets a sector-specific angle, such as secure document upload so patient-sensitive paperwork never travels by unsecured email.
The tone does the rest. Pages open with the problem the visitor has, not the firm’s credentials, and every one ends on a single clear action: book a free consultation. Each client also gets a dedicated account manager, which the site says up front, because “you won’t have to re-explain your business every time you get in touch” is the line that wins accountants their clients.
Futurewise now has a website that says who it is for and how it works, in language a business owner can read in a minute. The old site described a generalist firm in Wallington. The new one describes a CIMA-accredited team that understands your sector, delivers entirely online, and is as easy to start with as booking a call.
It is also a good model for any professional services firm with a specialism and a client base that isn’t limited to its postcode. Accountants, solicitors, consultants and surveyors all face the same problem: the expertise is real, but the website sounds like everyone else’s. The fix is usually the same too: narrow the offer, prove the specialism with pages that speak to each audience, and make the next step obvious.
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