KREGEL & COMPANY
Section 1 / Site Audit & Analysis
Prepared by Niki Blaker & Shaina Rozen
Google Analytics Analysis Analysis Period: August 1, 2014 - August 1, 2015
STRENGTHS • Strong traffic and engagement • High ratio of new visitors • Attracting lots of traffic from search engines, especially from branded keywords and high-value keywords like “Philadelphia CPA firms” and “accounting firms in Philadelphia” • Attracting high-quality traffic from organic search, direct visits (where people bookmark your site or type out the URL), and social media. Visitors from these sources spend the most time on the site and are the east likely to bounce (when someone only visits one page of your site and leaves immediately). • High-value pages like Home, About, Contact, and Blog get the most visits • Site speed is good overall
IDEAS FOR IMPROVEMENT • The Services pages are not highly visited. To attract people to these pages, we could add more visual emphasis to the service areas on the home page and make the copy more audience-specific so it speaks to their needs. • On the Services pages, add videos and links to the content library to build Kregel’s reputation as an expert and help visitors find helpful resources. • Most referral traffic is spam, so your engagement percentages are actually higher. We could filter out this spam traffic when the site is redesigned to provide a more accurate picture of your website traffic. This spam traffic isn’t necessarily hurting your site, but it’s polluting the accuracy of your analytics data. • We may be missing out on software-related keywords, like “Xero accountants in Philadelphia.” We should research traffic and competition for these types of keywords to see if they would be worth targeting. • Site speed could be improved on Chrome and Safari by optimizing images, minifying code, etc. • Building out the blog/resources section could be an opportunity to increase engagement and time on site.
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KREGEL & COMPANY
Section 1 / Site Audit & Analysis
Prepared by Niki Blaker & Shaina Rozen
RAW DATA • 5,545 visits from 4,623 users • 11,814 pageviews • Average pages visited per session: 2.13 • Average visit duration: 1:29 • Bounce rate: 59% • New vs. returning visitors: 83% new vs. 17% returning • Most common locations of U.S. visitors: Pennsylvania (53%), New Jersey (5%), New York (5%) • Most common browsers: Chrome (61%), Internet Explorer (13%), Safari (12%) • Desktop vs. mobile traffic: 90% desktop, 7% mobile, 3% tablet • Most common mobile devices: iPhone (42%), iPad (24%) • Traffic sources: organic search (45%), referral (31%), direct (23%), social (less than 1%), email (less than 1%) • The highest quality visitors come from organic search, direct, and social media. They spend the most time on the site and are the least likely to bounce. • Note that most referral traffic is spam, so the engagement percentages are actually higher. This spam traffic isn’t necessarily hurting your site, but it’s polluting the accuracy of your analytics data. • Almost all the most common search keywords are branded keywords (Kregel CPA, Kregel and Company, etc.). The most common non-branded keywords were “Philadelphia CPA firms” and “accounting firms in Philadelphia.” • Most common social media referral sources: Twitter (56%), LinkedIn (31%) • Most popular pages: Home, About, Contact, and Blog • Most common user path: Home -> About -> Scott Kregel -> Contact • Most popular service: Accounting and Financial Reporting • Page load time is good on Firefox and Internet Explorer (3-4 seconds). Chrome takes almost 7 seconds to load, Safari takes over 9 seconds, and Opera takes over 13 seconds (though Opera accounts for a small percentage of users).
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KREGEL & COMPANY
Section 1 / Site Audit & Analysis
Prepared by Niki Blaker & Shaina Rozen
Content Review STRENGTHS • Overall, the content is still accurate and aligned with the brand. • The site is responsive and mobile-friendly. • It’s very clear what services Kregel & Company offers and how we’re different from other CPAs (though the key differentiators have changed slightly). • The voice feels very personal, casual, and refreshing. • Custom photography, bios, and social media links make the site feel warm, authentic, and human. • The B Corp page highlights another key differentiator and makes visitors feel good about doing business with Kregel. • There are lots of calls to action throughout the site, and it’s easy to find contact information. • Testimonials and partner/certification logos throughout the site reinforce credibility and build trust.
IDEAS FOR IMPROVEMENT • Reframe content to incorporate technology tools (Xero, Harvest, etc.) and socially conscious approach as key differentiators. Don’t lose the “refreshing CPA experience” message though! • List services in order of popularity on the home and services pages. For example, if Tax Planning & Compliance is your most popular service, list it first. • Highlight industries where Kregel excels: B corps/socially conscious businesses, real estate, professional services firms. • Incorporate B Corp status into main About page, instead of having a separate page. • Turn Tips & Resources from a standard blog into a resource library. • Feature customers instead of partner logos to reinforce credibility in a more human way. Make the customer the hero. • Make the calls to action more specific about filling out the questionnaire instead of just a generic “contact us.” • Share more information about Kregel & Company’s process to give people confidence that they’ll be guided in the right direction (without it feeling stiff or rigid). • Consider incorporating video to help people get to know your team and give the site a more interactive feel. • Build in the right design and functionality for content marketing (e-books, landing pages, downloads, email responders, etc.) in the future. • New website testimonials and additional positive Facebook reviews.
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KREGEL & COMPANY
Section 1 / Site Audit & Analysis
Prepared by Niki Blaker & Shaina Rozen
Design Review STRENGTHS • Overall, the site design is clean and more organized than competitor sites. • The photographs are professional and inviting. • The color palette and font choices align with the the brand positioning. • The overall design feels approachable. • Custom photography, bios, and social media links make the site feel warm, authentic, and human.
IDEAS FOR IMPROVEMENT • Moving toward a more “flat” design and eliminating the textures will help eliminate the folksy feel of the site. • Changing the order of the color palette (i.e. making the blue and plum colors more dominant) will help make the site feel more fresh, hip, and modern, while still being aligned with the overall brand. • Refine the icons to be more streamlined and less illustrative. • Increase the font size to optimize the site for mobile use. • Incorporate photography of Philadelphia to visually suggest the areas you service. • Make sure all hero banner photography and imagery is consistent with the rest of the site. • If possible, incorporate background video effects to hero banner areas. • Streamline and simplify partner logos so they don’t appear as busy on the site and detract from the content.
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KREGEL & COMPANY
Section 2 / Revised Brand & Verbal Strategy Purpose WHY WE DO WHAT WE DO
Kregel & Company CPA exists to improve business owners’ lives by providing opportunity, peace of mind, and inspiration.
Values WHAT IS IMPORTANT TO US
Clear communication We believe in courteous, reliable communication and seek out out effective methods for educating, guiding, and instructing customers in accounting, payroll, tax, and business matters. Honesty We believe in being honest and communicating truthfully, and we expect the same from our customers. There’s no margin for misleading or dishonest communication. Peace of mind We believe in providing peace of mind so our customers can feel confident that an experienced team is strategically addressing their accounting, payroll, and tax needs. Cloud-based technology We believe in using cloud-based technology to encourage real-time collaboration, allow 24/7 access to information, and provide a convenient tool for interactions. Triple bottom line We believe in creating win-win relationships that benefit people, the planet, and our profits. We seek out arrangements where all parties benefit, not those that take advantage of others.
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KREGEL & COMPANY
Section 2 / Revised Brand & Verbal Strategy Positioning WHERE OUR COMPANY FITS IN THE MARKET
Kregel & Company CPA provides accounting and tax solutions and a refreshing CPA experience for modern businesses in socially conscious, real estate, and professional service industries.
Audience WHO WE’RE TRYING TO ATTRACT
Socially conscious/B Corp business owner Name: John Kreety | Age: 32 | Location: Philadelphia, PA Education: Bachelor’s degree in business administration Occupation: Entrepreneur Decision mode: Spontaneous (makes decisions quickly and emotionally) Situation: John has an idea to start an online business that brings together volunteers with non-profit organizations and causes looking for help. He needs a hand figuring out how to make it happen, structure his business, manage company and payroll taxes, etc. Looking for: A tech-savvy CPA who can be an ongoing partner and provide useful financial and tax strategies, while communicating clearly and frequently Real estate firm owner/manager Name: Victor Cruz | Age: 45 | Location: Philadelphia, PA Education: Bachelor’s degree in communications Occupation: Owner of Cruz Realty Decision mode: Competitive (makes decisions quickly and logically) Situation: Victor owns a mid-size real estate firm with dozens of agents in the Philadelphia area. He needs help managing his taxes each year, strategizing on the best way to structure his employees and agents, and doing future tax planning. Looking for: Advice on how to grow his business and better manage the company’s finances and taxes 6
KREGEL & COMPANY
Section 2 / Revised Brand & Verbal Strategy Professional services firm owner Name: Melanie Chu | Age: 38 | Location: Conshohocken, PA Education: Bachelor’s degree in graphic arts Occupation: Owner of Chu Creative Decision mode: Humanistic (makes decisions slowly and emotionally) Situation: Melanie owns a design firm with eight employees. She needs help managing the company’s accounting and taxes, strategizing on the best way to handle employee and contractor finances, and doing future tax planning. Looking for: A tech-savvy CPA who can explain finances and accounting in laymen’s terms, integrate with the software tools she’s already using, and be an ongoing partner in growing her business
Style HOW OUR COMPANY FEELS AND SOUNDS
CASUAL but not unprofessional This relates to our personable nature, warmth, and conversational tone. INNOVATIVE but not scary This relates to our fresh, modern, and non-traditional process. CREATIVE but not impractical This relates to our creative, imaginative, and unconventional solutions. PASSIONATE but not overzealous This relates to genuine excitement, enthusiasm, and commitment for what we do.
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KREGEL & COMPANY
Section 2 / Revised Brand & Verbal Strategy Vision WHERE OUR COMPANY WILL BE ONCE WE REACH OUR GOALS
Kregel & Company CPA will serve as a model citizen and business for our community, be recognized for our alternative approach and innovation, and experience the ultimate compliment: quality referrals from like-minded, growth-oriented business owners.
The Kregel & Company CPA experience A SUMMARY OF THE UNIQUE CUSTOMER EXPERIENCE WE PROVIDE
Working with Kregel & Company isn’t like working with a typical CPA. Many accountants are stiff, traditional, and primarily interested in getting as many customers as possible. On the other hand, we’re casual, tech-savvy, passionate, and focused on providing the best experience for our customers. When people work with us, they should feel: • Reassured by our knowledge, communication, and beautifully designed process, not confused or in the dark • Inspired by the solutions we suggest for them, not frustrated that we aren’t providing value • Excited by the cloud-based technology we use that will make their accounting more organized and efficient • Pleasantly surprised by the overall experience, not like a number in our database We want to be known as the best accountants for socially conscious businesses, real estate firms, and professional service firms that want a refreshing CPA experience. When they’re tired of the same old same old, they come to us because we do more than fill out paperwork. We make their lives better by giving them opportunity, peace of mind, and inspiration.
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KREGEL & COMPANY
Section 2 / Revised Brand & Verbal Strategy Value proposition A SUMMARY OF THE VALUE WE PROVIDE FOR OUR CUSTOMERS AND THE KEY THINGS THAT MAKE US DIFFERENT FROM OTHER CPAS
Kregel & Company CPA improves our customers’ lives by providing an easy, understandable CPA experience; peace of mind that their accounting and taxes will be done correctly the first time, every time; and inspiration to sustainably grow their business.
Primary differentiators • Refreshing customer experience • Modern process using cloud-based tools that help make accounting more organized and efficient • Focus on providing creative solutions and smart business advice • Casual and honest communication • Fixed pricing that promotes a stronger relationship, reinforces value added instead of time spent, and makes accounting and tax planning easier
Kregel & Company CPA’s voice HOW OUR WRITING AND COMMUNICATION SHOULD SOUND
CASUAL / Relates to our values of honesty and clear communication We don’t use corporate stuffiness or a façade of complicated jargon to demonstrate our expertise. Instead, we’re honest and informal with our customers, making it easy for them to understand what’s going on and make decisions. Our warm, down-to-earth attitude makes customers feel like we’re approachable and personable, without being unprofessional or too conversational.
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KREGEL & COMPANY
Section 2 / Revised Brand & Verbal Strategy “Casual” does mean:
“Casual” doesn’t mean:
• Authentic
• Overly emotional
• Warm
• Unprofessional
• Personal
• Careless
EXAMPLES
Not like this: Taxes are unavoidabel, but we make them fun! [spelling error is intentional] Like this: Taxes don’t have to be taxing. Get a refreshing CPA experience at Kregel & Company. PASSIONATE / Relates to our value of the triple bottom line Some people think accounting is boring and technical, but we show them that this is about inspiration, opportunity, and win-win relationships. “Passionate” does mean:
“Passionate” doesn’t mean:
• Upbeat
• Overzealous
• Optimistic
• Whacky
• Vivid
• Over-the-top
EXAMPLES
Not like this: We love making a difference in our customers’ lives!! Like this: Accounting may be all about numbers, but our work goes beyond that. While we love coming up with creative solutions for our customers’ financial needs, we’re driven by the opportunity to make their lives better.
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KREGEL & COMPANY
Section 2 / Revised Brand & Verbal Strategy INNOVATIVE / Relates to our value of cloud-based technology Our modern, non-traditional approach creates a better experience for our customers and opens their eyes to future possibilities That’s why we use fresh and streamlined language, highlight our guided process, and share the benefits of using cloud-based accounting technology. While technical terms may be necessary at times, they’ll always be explained in plain English. We use short sentences and get to the point quickly. Uncomplicated sentence structure and elements that appeal to logical thinkers (like bullet points, graphs, and charts where appropriate) are our best friends. “Innovative” does mean:
“Innovative” doesn’t mean:
• Succinct
• Trendy
• Simple
• Scary
• Modern
• Abstract
EXAMPLES
Not like this: Traditional CPAs do it all wrong. We throw the traditional model out the window and leverage innovative tools and services to suit your business. Like this: Our modern process incorporates cloud-based technology that helps make accounting more organized and efficient. CREATIVE / Relates to our values of the triple bottom line and cloud-based technology Doing the same thing every other CPA does will produce the same results. Our creative thinking and unconventional solutions add more value and inspire our customers. We extend that creativity to the way we communicate about ourselves and our services. We talk about different things than other CPAs and look for unique ways to say it. While other accountants just talk about tangible results of their services, we supplement it with intangible results, like a positive customer experience, opportunity, and peace of mind. Then, we reinforce our uniqueness by using fresh words instead of standard, boring ones.
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KREGEL & COMPANY
Section 2 / Revised Brand & Verbal Strategy
“Creative” does mean:
“Creative” doesn’t mean:
• Imaginative
• Whimsical
• Outside the box
• Illogical
• Unconventional
• Risky
EXAMPLES
Not like this: Our team gets crafty with your taxes to keep more money in your pocket instead of Uncle Sam’s. Like this: Our team does more than just taxes. We guide you through an easy process that combines cloud-based technology with hands-on help from our team to reduce taxes, grow your business, and make better financial decisions.
Style guidelines RULES TO FOLLOW WHEN WRITING ON BEHALF OF OUR BRAND
1. Headlines should not end in periods unless they consist of two separate sentences, in which case they should both end with the appropriate punctuation. 2. Headlines should be written in sentence case (only capitalize the first letter in the headline) to reinforce the company’s casual personality and make them easier to read. The only exception is if there are formal names (e.g., Xero, Kregel & Company, titles of resources, etc.) that require capitalization. 3. The formal name of the company, “Kregel & Company CPA” should only be used in logos, headlines, legal copy, and other places that require it. If referring to the company in body copy or general communication, it should be called “Kregel & Company.”
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KREGEL & COMPANY
Section 2 / Revised Brand & Verbal Strategy 4. Ampersands (&) should only used in the company name. Spell out “and” everywhere else. 5. Replace standard language in microcopy and button copy (e.g., “Read more” or “Submit”) with words that are more interesting and convey our casual, creative personality (e.g., “Learn all the details” or “Send my message”). 6. To maintain a casual tone, our writing should use first person (our/us/we/you) instead of third person (their/they/them) and contractions (you’re, we’re, they’re, etc.) instead of individual words (you are, we are, they are, etc.). 7. Keep all copy short and sweet, including headlines, body copy, and microcopy.
Sample statements and headlines • A modern accounting process for modern businesses • You need a CPA who isn’t MIA • Combining hands-on help with time-saving technology • We do the legwork so you don’t have to • Our work is numbers, but our customers aren’t • Advice without the acronyms • What’s your vision? • Taxes don’t have to be taxing • The atypical accountants • Accounting advice that doesn’t require a dictionary • More than just taxes • You have an idea. We help you make it happen. • Your experience with us is just as important as the result • Imagine how much easier life could be
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KREGEL & COMPANY
Section 2 / Revised Brand & Verbal Strategy Sample words and phrases adaptable
goals
process
advice
grow
real
attention
guide
refreshing
atypical
honest
resources
believe
ideas
save
best interest
improve
savvy
better
individual
simple
clear
innovate
solutions
cloud
inspiration
socially conscious
coaching
lead
strategy
collaborate
milestone
structure
commitment
modern
technology
communicate
opportunity
together
creative
organized
transparent
different
partner
truth
dreams
passion
unconventional
easy
peace of mind
understand
efficiency
people
upfront
entrepreneur
personal
untraditional
experience
planning
unique
free up
potential
value
fresh
priority
values
future
proactive
vision
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KREGEL & COMPANY
Section 3 / Revised Visual Strategy Color Palette CURRENT
PROPOSED REFRESH
EXPLANATION
Colors have been slightly updated to convey a palette with cool (blue undertones) instead of warm (yellow undertone) tones, resulting in a more modern and “tech� look, while still being in the same family of your current branding. The difference is enough to freshen up the look of the website, without introducing a whole new brand and taking away from the casual, refreshing approach of your current identity.
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KREGEL & COMPANY
Section 3 / Revised Visual Strategy Typography CURRENT
Headline Text
LEAGUE GOTHIC / ABCDEFGHIJKLMNOPQRSTUVWXYZ Body Copy
Arvo Regular / ABCDEFGHIJKLMNOPQRSTUVWXYZ / abcdefghijklmnopqrstuvwxyz
PROPOSED REFRESH
Headline Text
Playfair Display / ABCDEFGHIJKLMNOPQRSTUVWYXZ abcdefghijklmnopqrstuvwxyz Body Copy
Open Sans / ABCDEFGHIJKLMNOPQRSTUVWXYZ / abcdefhhijklmnopqestuvwxzy
EXPLANATION
The type choices will be updated to more refined typefaces that are used as to convey a more high-end, professional feel. Both of these typeface choices are available through Google Webfonts and do not incur any extra cost to use.
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KREGEL & COMPANY
Section 3 / Revised Visual Strategy Textures and Patterns CURRENT
PROPOSED REFRESH Eliminate background patterns in favor of a flat color palette and tone-on-tone treatment with different tints and shades of the same color.
As needed, a subtle geometric pattern may be used as a point of contrast.
Thinner, more refined line breaks, icons, and buttons for a more modern feel.
SIGN ME UP
Simplify partner logos and make them appear less busy by making them all one color.
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KREGEL & COMPANY
Section 3 / Revised Visual Strategy Photography PROPOSED REFRESH The current photography is strong and the new site would continue using the same images, especially the photographs that feature human faces, as to not lose the human connection amongst all technical and industry terms. In fact, a focus on the people and teamwork should be given even more prominence on the page. Additionally, it would be nice to get some detailed shots of desks and computers using the Xero software, as well as general shots of Philadelphia for use on the Contact Page. If the budget allows for it, it may be nice to incorporate an abstract video for the homepage, similar to this site: http://urbaninfluence.com.
SAMPLE PHOTO USAGE
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KREGEL & COMPANY
Section 3 / Revised Visual Strategy EXAMPLE COMPARISON OF UPDATED ELEMENTS
Current
Our work may be numbers, but our customers aren’t At Kregel & Company, we believe that providing a refreshing CPA experience is just as important as the results of our work. LEARN MORE
Updated
Inspiration WEBSITES THAT CONTAIN ELEMENTS THAT MAY SERVE AS INSPIRATION https://nest.com http://lat.is https://www.mapbox.com http://www.quincy-requin-avocats.com http://urbaninfluence.com http://grainandmortar.com https://kinhr.com https://www.xero.com
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