Main Objective
Make the website reflect the firm's accuracy and turn visitors into enquiries.
WordPress Website for a London HVAC Company
A fast, mobile-first rebuild that turned local searches into steady enquiries.
Redesigning an Accountancy Website That Makes Finance Simple
A full website redesign for a UK accountancy practice. We replaced unclear, unfinished pages with dedicated service pages, plain-English content and clear contact routes. Sole traders, contractors and limited companies can now see exactly how the firm helps.
Lower Bounce Rate34%
Longer Time on Site57%
Faster Page Load48%
About the Project
Expert Accountants, Let Down by Their Website
Book Smart Accountancy is a UK accountancy practice with a simple promise: accountancy made simple. They handle annual accounts, bookkeeping, payroll, VAT, Self Assessment, CIS returns, company formation and tax. They also advise owners planning their next stage of growth.
Their old website worked against that promise. Headings were cut short, copy was repeated, leftover placeholder text was still live and there was no obvious way to get in touch. The firm sells accuracy, but the site gave visitors the opposite impression.
Initial Requirements
- Fix unfinished, repeated and unclear content
- Give every service a clear, dedicated page
- Make contact details impossible to miss
- Build trust with a professional, modern design
Success Measure
Longer visits, fewer early exits and a steady flow of enquiries.
Scope of Work
Website AuditContent RewriteUX PlanningWebsite RedesignService PagesContact JourneyMobile OptimisationLead Tracking
The Challenge
Understanding the Challenge
The firm had the expertise clients need, but four connected problems on the old website undermined it. Each one made the others worse.
Unfinished Content
Headings were cut off, leftover placeholder text was still live and paragraphs were repeated, so the site looked incomplete.
What wasn't working
Visitors doubted the firm's accuracy.
Hidden Contact
There was no visible phone number, contact form or booking option, so visitors ready to buy had nowhere to go.
What wasn't working
Interested visitors couldn't get in touch.
Vague Services
Eleven services sat in one list with no detail. A contractor needing CIS help or a new director forming a company couldn't tell what was included.
What wasn't working
Visitors couldn't find their answer.
No Proof
There were no reviews, team details or explanation of how the firm works, so nothing told visitors they'd be in safe hands.
What wasn't working
Nothing showed the firm could be trusted.
What the client wanted to achieve: a clean, professional website that matched their “accountancy made simple” promise, explained every service in plain English and made starting a conversation easy.
Research & Strategy
Our Approach & Strategy
Before redesigning anything, we audited the old site, studied competing UK practices and mapped what people want to know before choosing an accountant.
Website Audit
We reviewed every page for broken headings, repeated copy, speed and mobile issues, and built a full list of what had to change.
Competitor Analysis
We studied UK accountancy websites: how they explained services and pricing, showed credentials and made it easy to book a call.
Target Audience
We mapped four groups: sole traders, construction contractors, start-ups forming a company and established limited companies.
Why This Solution
People choose an accountant they understand and trust, so we rewrote the content in plain English and put contact routes everywhere.
Design & Development Process
Bringing the Vision to Life
A structured five-week approach kept every stage transparent and on time. Select a stage to see what happened.
Stage 1 of 7 · Week 1
Discovery
We started with a page-by-page audit of the old website. We then spoke with the team about their ideal clients and the questions new clients ask most.
Key deliverables
- Full website audit
- Content issues log
- Ideal client profiles
Before & After
The Transformation
Drag the handle to compare the original website with the redesigned version.
The “before” view is the previous homepage archived in April 2024 (Wayback Machine). The “after” view is the live website.
Problems with the Previous Version
- Cut-off headings and leftover placeholder text
- Repeated and unfinished paragraphs
- No phone number, form or booking option
- Eleven services crammed into one list
Key Improvements
- Clean, proofread copy on every page
- A dedicated page for every service
- Contact details and forms on every page
- Calm, professional mobile-first design
Our Solution
The Solution We Delivered
Four connected workstreams, each one solving a specific part of the challenge.
Content Rewrite
Plain-English Copy That Builds Confidence
We rewrote every page from scratch, fixing cut-off headings and removing repeated text. Jargon gave way to clear explanations of what each service involves and who it's for.
Solves: unfinished content that made a precise firm look careless.
Service Pages
A Clear Page for Every Service
Annual accounts, bookkeeping, payroll, VAT, Self Assessment, CIS returns, company formation and tax each got a dedicated page, so every visitor finds the answer for their situation.
Solves: vague services that left visitors guessing.
Trust & Design
A Design That Signals Accuracy
A calm, modern design with a clear structure gives visitors confidence before they get in touch. It explains how the firm works and has space for client reviews.
Solves: a lack of proof that visitors would be in safe hands.
Contact Journey & Tracking
An Easy Way to Start the Conversation
Phone, email and a simple contact form sit on every page, with clear calls to action after each section. Every form and call click is tracked in Google Analytics 4.
Solves: hidden contact details that sent ready clients elsewhere.
Final Project Showcase
Explore the Final Experience
The redesigned website on desktop and mobile, with clear service pages, plain-English content and contact routes on every page.
Hover over a screen and scroll to explore the live website. Open bsaccounts.com
Results & Impact
The Results That Matter
Measured improvements from a complete website redesign.
34%
Lower Bounce Rate
Fewer visitors leaving after one page in the first 90 days.
57%
Longer Time on Site
Visitors stayed to read service pages instead of leaving.
48%
Faster Page Load
Mobile load time cut from 4.4 to 2.3 seconds.
Fixing the basics made the biggest difference. Proofread, plain-English pages kept visitors reading and clear service pages answered their questions. With contact routes visible everywhere, the website became a steady source of new enquiries for the first time.
- Rewritten content kept visitors on the site longer
- Dedicated service pages answered questions up front
- Contact routes on every page turned visits into enquiries
Testimonial
What Our Client Says
★★★★★
“Our old website was letting us down, and we knew it. CodeCrackers rewrote and redesigned everything, and it finally reflects how we work: clear, simple and professional. New clients now tell us the website is what made them pick up the phone.”
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