Example Scenario for a web design requirement

This sample content assumes a made-up scenario of the following:

A 40-year-old accounting firm need a new website. It 10 years old and it shows. They're getting very little in the way of leads from their existing website, the look makes the company look like a tired, old company. Everything needs modernising. Their competition are growing, they aren't. 

Introduction

ABC Accounting are looking to increase the number of new leads they get from their website.

The objective is to increase the number of new leads through the website. We'll do this by doing two things:

Firstly, figure out the real value you provide beyond the mechanics like 'tax advice' and create some consistent messaging to use throughout your entire brand that speaks to your audience. 

Secondly, employ modern lead-generation tactics. Your conversion rate is currently less than 0.5%. We'd like to get that up to around 3-4%. 

Specification

New Website

Having re-designed hundreds of websites in our 12 years and many being similar to your situation, there are several components to your site which would benefit you greatly.

Content for the site

• Homepage - solid call to action attracting email subscribers from which a slow burn relationship will be formed
• About - We suggest new team photos and action shots of people working. These are great and far better than stock photos which unfortunately litters your industry.
• Case Studies - Listing clients is great, testimonials are better but giving it some context in a case study is considerably better. A range of case studies will serve you for years to come.
• Services - This should be split up into the primary reasons people buy your services and label those headers that. For instance 'Bookkeeping', 'Saving Tax' and 'Audits'. Doing this means people can relate you to solving their problem faster.
• Call to action - We'll strategically place a contact form at the bottom of each page that makes sense. 
• Process - How do you work? What's required of your clients? It's worth detailing your process in advance
• Pricing - It's worth giving an indication to your pricing. This will typically reduce the number of enquiries but increase the quality a huge amount. We can test the effect of this page being on the site.
• Resources - In this day and age, it's vital to give away content and advice in advance in order to "win people over" that you're the right company for the job. Frequently asked questions from your the kinds of clients you want more of is a great place to start when thinking of what content to produce.

The Process

Step 1: Design interview

We need to get to the bottom of who you are, what you stand for and who you stand beside. Only then can we begin to create a design that portrays the value you offer in a way that resonates with the people who matter: the people you want to do business with.

Step 2: Design presentation

Three new design concepts will be designed. Naturally there will be a common theme but we try to think outside the box and come up with something that isn't obvious. These is often where the best ideas come from. 

We'll go through these options and decide which direction to take and any adjustments.

Step 3: Website content

Now we have your design locked-in, we can begin to construct the website. Our copywriter will be in touch with you to help put your ideas down through the "voice" of your new brand. 

Any photos will need to be gathered at this stage.

Step 4: Website build

Using everything we've gathered, your website is built. Once it's done, we'll present it to you and go through the details in accordance with the objectives originally set. Any amends are made at this stage.

Step 5: Launch

The launch process is a carefully considered one. We need to ensure email addresses don't go down, the site doesn't have any downtime, any old links are re-directed to the new pages and several other things. 

This is something we've done hundreds of times before. We operate to a checklist which we've curated over the years and it's not failed us once.

We always launch late on a Friday night to give us the best chance of getting any issues ironed out. You can sleep easy knowing we'll be on-call over your launch weekend to ensure everything goes according to plan.

Timescales

In total, it'll take between 8-10 weeks to get your website live.

Case Study

Problem

ABC Legal Company needed a re-brand and a new website. They'd been around for over 20 years and operated with the same marketing material they started with. The only new business enquiries were from referrals. They had a website but it hadn't been touched in over 10 years.

Proposed Solution

Re-brand the company. Same name, but new logo and colour scheme along with a new website with an emphasis put on bringing in new leads.

Result

After 8 weeks of launching the new site, they'd gone from 1 new lead a week from the website to an average of 9 each week. On average, they were converting 1 in 5 enquiries.

At this current rate that means instead of bringing on 1 new client every 5 weeks, they're bringing in 1 new client every 4 days. ABC Legal Companies's Managing Partner had this to say:

Strategy

Our pricing is set in a way that it won't actually cost you anything. Our guarantee makes sure that if it doesn't work then you don't pay.

Our strategy for this is two-fold:

1. We don't take on every client. We've become very good at assessing whether we can help companies and we are very excited about helping you.

2. We grab the low hanging fruit available first. This funds pays back your investment as quick as possible.

Your Investment

The Real Cost - £202,000 Profit

There's the amount of money changing hands during this transaction, then there's what we call "The Real Cost". 

This is the cost of our service, factored into the cost of you doing business, then working out what's left. During our initial conversation, we asked you what the average transaction value was and the rough amount of profit in each job. 

Using that as a starting point, this is the real cost:

You're currently getting 5 leads each month from the website and based on that traffic is about 0.5% conversion rate. You're also converting 1 in 5 leads into clients.

Our guarantee states that we'll get it to 2% which will be 20 leads each month.

Your average deal is worth £6,000 p/a which with your new monthly lead count and assuming your conversion rate stays the same is 4 new clients each month at a £18,000 p/a increase.

With this laid out, it's clear that by month 2, your investment will be paid back by way of annual recurring revenue.

By the end of year 1 you'll have brought in £202,000 of recurring revenue. 

Like with any business purchase, there's risk attached. We want to completely remove that risk from you and place it on ourselves.

If we don't do what we say we're going to do then you shouldn't pay.

Here's how it works

The entire purpose of this project is to increase the number of new leads your website generates. The branding is something you want to do but it's also required to achieve the level of success we are both demanding from the new site.

If your new website doesn't generate a minumum of a 2% conversion rate (compared to your 0.5% currently) then you don't pay for the website.

That's a 400% increase on your current results. 

This is only valid providing you follow our guidance. 

If you would like to join us and become a client then we'd be delighted to have you. 

Next steps

1. Sign below by typing your name and hitting 'Sign Proposal'

2. We'll arrange the initial interview where we'll gather all the details we need.

3. We'll be in touch with your invoice details and will set up billing

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