Bumpers & Company
A Website That’s A Sieve: It Filters Out Wrong-Fit Clients
The website meets our goals of giving our firm a modern, attractive web presence to engage new business prospects.
Doug Kook
Visit: bumpersco.com
Business Challenge
Current website struggles to communicate depth of expertise to right-fit clients.
Bumpers & Co aims to provide CFO-level expertise to help high-level business leaders see their company’s big financial picture.
From their old website, a wide range of prospects could be interested in Bumpers. Bumpers’ goal was to go deeper, providing strategic, CFO-level advice—not file the one-off form.
The problem was that their old website’s messaging was too broad. It didn’t speak directly to the clients Bumpers felt they could help the most.
Solution
A New Website that Validates for Desired Prospects
A good website qualifies the right prospects and disqualifies prospects who are the wrong fit.
To engage with clients that would be the best fit for their high-level expertise, Bumpers needed to make their value to clients clear on their website.
Clear and concise messaging that appeals to desired clients.
Bumper’s needed to communicate how their objective accounting, tax planning, and business consulting services set business leaders on the right path for growth.
The content we created needed to communicate their value in their voice.
We developed a messaging framework to nail the knowledgeable and straight-forward tone of their principals.
Creating copy that resonates with the client’s needs.
Using the messaging framework as a guide, we wrote copy utilizing language that would strike a chord with their desired prospects.
Otherwise known as client-in language.
Bumpers knows the problems their clients frequently face. They needed to show that they know how to solve those problems.
We included some of the problems Bumpers solves for their clients on the website. That way, potential clients could connect their pain points with Bumpers’ services.
Design that engages prospects.
Getting a CEO to allow outsiders into the company’s finances is no easy feat.
So first and foremost, their website and marketing content needed to instill trust.
Seventy-five percent of a company’s credibility is based on website design.
Everything from layout to imagery to font styles needed to validate the referral that led the prospect to their site.
Design that’s consistent and appealing is the most trustworthy to prospects.
Sharing the faces behind the work.
Stock images aren’t genuine. Photos of real people are.
Photography served as a way to elevate trust and differentiate Bumpers from the competition by allowing prospects to see real people.
Impact
A New Website Representative of Bumper’s Value
This website is fresh off the press. As such, no anecdotal and little data evidence of the website’s impact is available. We look forward to reevaluating and updating with results in the near future.