Friend & Grant are an accountancy firm based in Rochester and have been in operation for more than 25 years. Their expertise is primarily in accounting; however, they also extend to business advice and consultancy; living up to their ‘more than just an accountants’ core value statement.
Friend & Grant pride themselves in being a modern business who have put a spin on the traditionalism of accountancy to give their customers a more personalised experience; making them unique in their offering.
The business challenge
The Friend & Grant team understood their unique selling point; they knew their target market and had established a niche positioning in the market. However, that said, their website and branding were two significant parts of the offering that weren’t living up to expectations; making it harder to penetrate the market further.
Not only was the website letting the client down visually, but they also found that although they had lots of quality content and a high volume of traffic, the site had become encyclopaedic. As a result, the leads coming through were not of a high enough standard to justify keeping it the same.
Overall, Friend & Grant knew they needed a complete rebrand. They needed a fresh site that reflected their offering and gave clear user pathways to help them drive quality leads and stand out from their competitors.
The solution we delivered
To revolutionise Friend & Grant, we proposed a complete rebrand and a new custom site leveraging the WordPress platform; which would make the content-management aspect easier going forward. To kick-start the process, our designer worked closely with the client’s marketing team to outline some elements of the brand before producing several concepts which focused on injecting vibrancy and bringing in modern features including a symbolic logo. The colours we suggested were bold, they took a spin on the traditional blue and grey and oozed confidence; designed to help them stand out in the crowd.
The site itself is clean, professional and organised. Unlike other accountants, Friend & Grant didn’t want to simply list their services. Instead, they broke up their content into audience types allowing users to select the one that is most relevant to them and quickly diverting those that aren’t the right fit. We also reimagined the blog area to help the client break up the churn of copy and make the browsing experience more enjoyable; the entire focus of the project was around the user, and this came across in every decision.
To help ensure the new website would rank well, we worked alongside our friend and partner, Be Seen Online, who were responsible for the SEO side of things. They oversaw the whole process to ensure SEO was a top priority and that the client was going after the right keywords.
In addition to the website, we also produced stationery, newsletter templates, signage and business cards to help the client roll out their offering across the company. Our relationship with Friend & Grant is ongoing, and since the site’s launch, we’ve been working on several new features as well as introducing additional tools to help measure the site’s success.
The new website has perfectly captured Friend & Grant’s modern approach as proactive thought leaders and innovators in their industry. The new custom WordPress site is performing well as it makes content management much easier for the team while also producing quality enquiries, giving the client a real return on their investment.