Project Description

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Fuller Lowenberg & Co, CPAs, PC (FLCPA)

Setting

A Certified Public Accounting firm located in Hauppauge, NY, FLCPA provides public accounting and business advisory to organizations of all sizes.

Plot

Several factors indicated to FLCPA that a significant site redesign was needed:The site had seen a growth in content but some material was not longer relevant and needed to be retired or demoted.The busiest parts of the site (usability materials + resources) were relatively ‘buried.’Because plain HTML was originally used, many pages had to be updated whenever a new
page was added. This was laborious and error-prone.The company had changed significantly since the site’s inception, and there
was a requirement for the site to be more effective as a vehicle for information – this information share was to also be supplemented by the creation + maintenance of an email marketing campaign.

Conflict

LGC conducted a content audit of FLCPA’s site and determined that too many functions were hosted off-site that necessitated redirection to access those functions. Once sufficient analysis + information gathering had been concluded, it moved into the stage of active design + copywriting. LGC recommended utilizing a Word Press platform and then focused on developing a site architecture that facilitated easy navigation. LGC then worked directly with the firm’s partners to update their personal LinkedIn profiles to align with the site’s new language and voice. In an effort to further increase communications with their users, a blog was added to the site and its contents are reworked monthly for regular email blasts that LGC creates and maintains.

Resolution

FLCPA now has a fully functioning premium site that has been designed to be very modern, eliminates off-site redirection. The email open rate ranges from 40% to 60%, which is well above the industry average of 20.4%.