Matthew Accounting

The Client

Matthew Accounting

Who are they

Based out of DeWitt, MI, Matthew Accounting specializes in Accounting Services for businesses in the restaurant industry. Much more than just bookkeeping, they offer Outsourced Accounting Services, which include strategic advice on top of the standard reporting, payroll, and accounting services.

screencapture-matthew-accounting-2023-11-03

Words First

Words lead to more sales. That's why we spend the time needed to get to know you and your ideal clients.

Meet Our Spearhead:

Matt Banker

In addition to being a StoryBrand certified guide, Matt specializes in marketing strategy for accountants and CPAs. He is a fractional CMO for multiple Accounting and CPA firms. His intimate knowledge of the accounting industry makes him the perfect strategist and messaging guide for companies like Jones CPA. He knows their ideal client and how to connect with them on a deep, empathetic level.

Problem

Matthew Accounting had a decent website but wanted to up their game in three specific ways: 1. They wanted to incorporate the StoryBrand messaging framework. 2. They wanted to niche down to focus on a specific market: Restaurants. 3. Post-launch, they wanted to run Local SEO and Google Ads campaigns to jump-start their new site and bring in more qualified leads.

See Matthew Accounting's old site

Solution

Care to not isolate non-restaurant business owners, we crafted messaging that spoke directly to Matthew Accounting's ideal client. What's one thing that restaurant owners are always concerned about? Profits. By making that connection between their profit concerns and their accounting, we framed Matthew Accounting as a perfect solution to problems that restaurant owners are feeling on a regular basis.

Top-Tier Design

Good design supports good messaging and increases brand authority.

Driving Design Concept:

Our design choices on the Matthew Accounting website were crafted to resonate with their primary audience, restaurant owners aged 35-50, and to embody the essence of their brand personality—friendly, innovative, trustworthy, and elegant. We began by incorporating red rounded call-to-action buttons, mirroring the color and rounded shapes of their logomark, to encourage user interaction and maintain visual consistency. We expanded their existing black and red color palette with gold and slate blue, infusing a touch of elegance and innovation into the design. To convey professionalism, we introduced elegant serif text in gold, and subtly integrated watermark text in the hero section and also utilized their logomark as a background element in various places throughout the site. Minimalistic icons, akin to their logomark's style, were used throughout the site for visual continuity. Finally, we curated high-quality imagery featuring restaurant owners, establishing a personal connection with the target demographic. These design choices have transformed their website into an engaging and cohesive platform that precisely caters to their ideal clients, effectively communicating the value of their monthly outsourced accounting services for small businesses in the restaurant industry.

Color & Fonts:

montserrat

Heading / Bold

montserrat

Paragraph / Medium

Custom Graphic:

Words First

Words lead to more sales. That's why we spend the time needed to get to know you and your ideal clients.

Meet Our Spearhead:

Matt Banker

In addition to being a StoryBrand certified guide, Matt specializes in marketing strategy for accountants and CPAs. He is a fractional CMO for multiple Accounting and CPA firms. His intimate knowledge of the accounting industry makes him the perfect strategist and messaging guide for companies like Jones CPA. He knows their ideal client and how to connect with them on a deep, empathetic level.

Problem

Matthew Accounting had a decent website but wanted to up their game in three specific ways: 1. They wanted to incorporate the StoryBrand messaging framework. 2. They wanted to niche down to focus on a specific market: Restaurants. 3. Post-launch, they wanted to run Local SEO and Google Ads campaigns to jump-start their new site and bring in more qualified leads.

See Matthew Accounting's old site

Solution

Care to not isolate non-restaurant business owners, we crafted messaging that spoke directly to Matthew Accounting's ideal client. What's one thing that restaurant owners are always concerned about? Profits. By making that connection between their profit concerns and their accounting, we framed Matthew Accounting as a perfect solution to problems that restaurant owners are feeling on a regular basis.

Top-Teir Design

Good design supports good messaging and increases brand authority.

Driving Design Concept:

Our design choices on the Matthew Accounting website were crafted to resonate with their primary audience, restaurant owners aged 35-50, and to embody the essence of their brand personality—friendly, innovative, trustworthy, and elegant. We began by incorporating red rounded call-to-action buttons, mirroring the color and rounded shapes of their logomark, to encourage user interaction and maintain visual consistency. We expanded their existing black and red color palette with gold and slate blue, infusing a touch of elegance and innovation into the design. To convey professionalism, we introduced elegant serif text in gold, and subtly integrated watermark text in the hero section and also utilized their logomark as a background element in various places throughout the site. Minimalistic icons, akin to their logomark's style, were used throughout the site for visual continuity. Finally, we curated high-quality imagery featuring restaurant owners, establishing a personal connection with the target demographic. These design choices have transformed their website into an engaging and cohesive platform that precisely caters to their ideal clients, effectively communicating the value of their monthly outsourced accounting services for small businesses in the restaurant industry.

Color & Fonts:

montserrat

Heading / Bold

montserrat

Paragraph / Medium

Custom Graphic:

We designed this graphic from scratch to illustrate all the elements that go into helping a small business with their accounting needs.

screencapture-matthew-accounting-2023-11-03

Our Building Process

01. Platform & Technology

We build our sites on WordPress using an intuitive and easy-to-manage page builder (Beaver Builder). We do this primarily because our clients want a website that is simple enough for them to manage on their own: add blog posts, swap out images, make copy changes.

02. Functionality

Like many Accounting Firms, Matthew Accounting wanted a Client Center drop-down in the header so that currently or returning clients can always find the resources they need right away.

Some of the plugins we used:

Timeline

A standard website project takes between 11 and 16 weeks, depending on how responsive our clients are able to be when we need their input or feedback. Here are average timeframes:

Onboarding: 1 week

Messaging & Wireframes: 3 weeks

Design & Revisions: 3 weeks

Build: 3 weeks

Revisions: 4 weeks

Launch: 1 week

We started the Matthew Accounting project on July 24th. Our target launch date was October 27th and we launched the site 3 day days ahead of schedule on October 24th, or just over 13 weeks, in total.

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Get a Website Snapshot

for $300

A lot of small businesses owners have a nagging suspicion that their website could be so much more. They're right. Change is easier than you think.

We would love to help you get a snap-shot of your existing site. Sign up here and we will send you a 5-10 minute video audit of your homepage.

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