Account Tax

Account Tax: modern, credible and full of authentic personality

Kerry Humphries is a director of Account Tax, an accountancy firm based in Montrose, Scotland.

She came to PracticeWeb in 2020 because she and her business partner, Nick Bradford, knew their existing website and logo were out of date and didn’t reflect the firm’s true personality.

PracticeWeb ran brand strategy, content and visual design consultations before producing a vibrant new website, refreshed website copy and a modern-looking logo.

“People keep telling us how good the new website is.”

Kerry Humphries, Director

Account Tax Ltd

The challenge

Reflect the firm’s personality

Kerry and Nick had become increasingly dissatisfied with the old website which was designed some years ago. Visually, it was primarily beige. The tone of the copy was dry and rather formal, failing to reflect their down-to-earth, approachable manner. And the logo was very basic and not professionally designed.

There had become a real risk that potential clients might be put off by the look and tone of the site and choose a different firm, despite the experience and expertise reflected on the Account Tax team.

“The old website was completely out of touch with current consumer expectations. It was tired and did not reflect us as a practice at all.”

Kerry Humphries, Director

Account Tax Ltd

The solution

Define personality and tone of voice

People from across PracticeWeb worked on this project including Alex Tucker (brand strategy), Irina Bolshakova (designer), Ray Newman (copywriting) and Jessica Horner (project management).

Understanding our audience

First, with a one-hour consultation call, Alex helped Kerry and Nick define their buyer personas – the ideal clients on whom all future work would focus. He also elicited a brand proposition, brand values and brand promises. What makes Account Tax different? Why would someone choose it over a competitor?

Writing the right content

Ray then picked up the baton, spending time with Kerry and Nick to gauge their literal tone of voice and find touchpoints for reflecting that voice in writing. For example, when asked “If you had a television advertisement, which actor or celebrity would record the voiceover?” the Account Tax team suggested various personalities who represented good humour, animation, energy, fun and approachability. Ray used this to produce a tone of voice guide, including examples of how that might apply in practice.

Logo and website design

Next, Irina took over, presenting examples of other websites to narrow down what Kerry and Nick liked, didn’t like and felt best represented their firm’s personality. This fed into logo design, typography choices, the definition of a unique colour palette built around vibrant orange, and guidance on photography and graphics.

“PracticeWeb took the time to get to know us and what we are about.
They led us through a thorough process to ensure everything had been covered.”

Kerry Humphries, Director

Account Tax Ltd

The results

The website went live in June 2021 and is remarkably different to the old one. Its colours are modern, bright, digital tones – not the muted paper tones of the original. The copy gets across the partners’ straight-talking, unpretentious style, and speaks to their audience in various specialist sectors.

“PracticeWeb has managed, very successfully, to come up with a clean, bright, visually appealing new logo and website to reflect who we are. We love it!”

Kerry Humphries, Director

Account Tax Ltd

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