Cambridge Marketing Consultancy launches new website for CKLG Accountants
I’ve been working with my client, CKLG Accountants for over 7 years. In that time their marketing strategy has evolved beyond all recognition.
Over the past 7 years, CKLG Accountants have moved away from the dull, generic stereotype often associated with accountants and tax advisers and together we have adopted a more personal, local and friendly approach to CKLG's client service, marketing and brand proposition – and it’s working.
CKLG's client portfolio is growing, they are effectively targeting and winning the types of clients they want to work with, and they are currently recruiting new staff to meet increasing demand for their services.
CKLG's original website was difficult to navigate, the CMS was clunky and a pain to update - and the overall design failed to demonstrate the brand, service and personality CKLG are working hard to build in Cambridge.
A high proportion of clients use CKLG’s services because of the rapport they have with the team. CKLG wanted to project their core values 'team work, integrity, client service, excellence and personal development throughout the new website.
It was clear from our brainstorming sessions that the new website needed to focus on the people and communities CKLG work with, so you will see that 90% of the imagery used on the website is bespoke and designed to capture CKLG’s personality, people, core values and services.
The website needed to reflect CKLG's personal, local and friendly approach to their clients, while at the same time delivering a hub of tax, accountancy and financial information for new and existing clients. They also wanted the website to set them apart from other accountancy and tax firms in Cambridge, so it needed to look and offer something different.
The website has been designed in two distinctive areas, Business and Family. These areas represent the types of clients they work with and they services they provide. However, the website also needed to ensure that navigation throughout the website was intuitive between both areas and would not confuse visitors.
Content is key and we wanted the Blog to become the hub of the website – a place for CKLG to keep their visitors and clients up to date with all the latest tax, financial and accountancy information. Blog articles can also be displayed on individual web pages as a means of providing more useful information if the visitor wishes to explore further and the articles can be easy linked to CKLG's social media profiles. Strategically placed 'call to actions' make it easy for visitors to get in touch.
My role as Marketing Consultant was to work with my client to fully understand their objectives for the website, to ensure our plans for the website were aligned with CKLG's overall marketing strategy and that the website delivered on the requirements outlined in our brainstorming and strategic planning sessions.
We worked with Cambridge Web Designer Jane Horwood at Catfish Web Design on the project – and we think it looks fantastic. We would also like a shout out to our awesome photographer, Pete Corr for the stunning images, they make a huge difference to the look and feel of the website.
If you have an idea for a new website and need help getting started, contact us on 01223 863 729.