Website & digital presence
Website positioning for a specialised firm
Most tax firm websites read like an entry in the professional body's directory: 38 services, from annual accounts to customs law. Yet the firm specialised years ago – visitors just never find out.
You'll get …
- 1
A website that shows your specialism
Ideal clients see within seconds what you're the right firm for – instead of 38 services from A to Z.
- 2
A guided "Become a client" process
New clients arrive with the right initial details – and the process is one click away from every page.
- 3
A separate route for skilled staff
A careers section with a short application: the website helps you find good people.
01Intro
Positioning work brings out what sets your firm apart: your specialism, the digital way you work with clients, and the qualities applicants look for in an employer. Structure, content, design and tech are then aligned with that – in that order. That way the website attracts the right clients and helps you find good people at the same time.
Not every firm needs the full relaunch – sometimes the existing site is sound and a targeted upgrade is enough. We check that before any work starts. And positioning means leaving things out: if you still want a website that lists all 38 services, I can build it – it just won't position you.
02How it works
- 01
Pin down the starting point, clients and goal
Which clients do you have, and which do you want? What does the current website do, and what inquiries does it bring in? Comparing the two gives us the target – and tells us whether a relaunch or an upgrade is the right way to go.
- 02
Sharpen the specialism
What are you the right firm for – and how can an ideal client tell within ten seconds? Distilling that is the heart of the positioning; the website is how it becomes visible.
- 03
Plan the structure and user journeys
We plan the page structure, content and the features needed before anything is designed: the specialism up front, the digital way of working shown rather than asserted, a guided "Become a client" process, and a separate route for careers.
- 04
A design that inspires trust
A firm's website sells trust. The design comes from your stance – serious and modern, with real people instead of a stock-photo handshake.
- 05
Build, add content, keep it extensible
Built on the right stack, with content we sharpen together rather than just copy across. By the end, we've agreed who maintains what – and where the site can be extended later: a client FAQ assistant, onboarding, a knowledge structure.
03Stages
Positioning doesn't have to be a major project – you can also start with your single most important area.
Starter: a specialism page
A focused landing page for your most important area – such as "tax advice for trade businesses". A fresh look for the core, without touching the rest of the website.
Next step: the full relaunch
Structure, content, design, routes for clients and applicants, maintainability – the firm's whole website is rebuilt.
Full build: AI-ready from the ground up
From day one, the relaunch is built as a data foundation: structured services and FAQs as the basis for a client assistant and a knowledge structure – like this website.
04Try it yourself
The homepage of a fictional tax firm, as visitors experience it today. Hover over “Services A–Z”, then start the relaunch – and try for yourself how a new client reaches the firm.
05Technical implementation
- The stack depends on the project: a coded Astro website for maximum control and speed, Webflow for sites you want to maintain visually, or an existing CMS as the base.
- Recurring content (services, team, FAQs, client information) sits in structured fields – which keeps the site easy to maintain and, later on, usable by AI.
- "Become a client" is set up as a guided flow – ready for the onboarding assistant, even if that's added later.
- The basics are always included: page speed, mobile build, technical SEO, structured data (LocalBusiness, FAQ), and tracking once data protection has been checked.
- Forms and contact run through a clean back end or your existing systems – including links to your client portal.
- Hosting depends on the stack; recommended on the basis of need, not habit.
for context · This shows how something like this usually gets built – not how it has to be built for you. What actually fits is worked out in the project: around your existing setup, your team, and what stays easy to maintain.