Project Summary
Industry: Accountancy & Tax Advisory
Location: United Kingdom
Deliverable: New WordPress marketing website
Objectives: Improve credibility, clarify services, and increase qualified enquiries
Core Services Provided: UX architecture, UI design, WordPress development, on-page SEO, performance optimisation
About the Client
Lanop Business & Tax Advisors is a UK-based accountancy and advisory firm supporting SMEs, entrepreneurs, and international clients with accounting, tax, and strategic advisory services. Their expertise spans sectors such as hospitality, healthcare, property, and international business structures.
As a growing advisory brand, Lanop needed a website that matched their reputation and supported lead generation from search, referrals, and campaigns.
The Challenge
Lanop approached A8OM Branding & Marketing with a clear problem: their existing website was not working as a growth engine.
Key pain points:
Outdated design: The previous site did not reflect the firm’s current capabilities, international reach, or professional image.
Weak information architecture: Services for accounts, tax, advisory, and sector-specific solutions were buried or unclear.
Low conversion focus: Calls-to-action (CTAs), consultation forms, and trust signals were not strategically placed to convert visitors into enquiries.
Limited SEO visibility: Important service pages such as HMRC tax investigations, specialist tax, and international structuring were not optimised for search intent.
Mobile and performance issues: Slow load times and inconsistent mobile layouts risked credibility and increased bounce rates.
Lanop didn’t just want “a new website.” They needed a search-ready, conversion-focused WordPress website built specifically for an accountancy and advisory business.
Project Objectives
A8OM’s digital strategy for Lanop was built around five core objectives:
Reposition the website as a high-credibility advisory platform for UK and international clients.
Clarify and structure services so prospects immediately understand what Lanop offers and who it helps.
Increase qualified enquiries through better user journeys, CTAs, and lead capture.
Lay strong SEO foundations for key accounting and tax services and future content.
Deliver a fast, secure, and easy-to-manage WordPress site for Lanop’s internal team.
Strategy & Approach
1. Discovery & Content Architecture
We began with a detailed discovery phase, combining:
Analysis of the existing site and analytics (where available).
Competitor research focusing on accounting firm websites and tax advisory digital positioning.
Mapping Lanop’s core service pillars and target audiences.
From this, we developed a new site architecture that clearly separated:
Core services (Accounts, Tax, Advisory, Compliance).
Specialist services (e.g., HMRC tax investigations, crypto tax, international setups).
Sector pages (e.g., hospitality, healthcare, family business, property, financial services).
Resources and educational content (blogs, guides, FAQs).
This structure was designed to support both user experience and SEO, aligning each page to specific search intents such as “tax investigation accountant,” “specialist accountants for hospitality,” or “crypto accountants UK.”
2. Brand Messaging & On-Page Content Strategy
As content strategists, we reframed Lanop’s website messaging to:
Speak directly to pain points of SMEs, contractors, and international clients.
Push clarity over jargon, using simple language to explain complex tax and accounting topics.
Communicate Lanop’s differentiators: cross-border expertise, sector experience, and advisory mindset.
Each key page was structured with:
A clear benefit-led H1 and subheading.
Short, scannable sections explaining who the service is for, what is included, and why it matters.
Answer-based content to align with common search questions and FAQs.
3. UX & UI Design for an Advisory Brand
Our design direction was based on three principles: credibility, clarity, and conversion.
Clean, professional layouts suited to a serious advisory brand.
Clear typography hierarchy to guide the eye from headlines to CTAs.
Consistent use of brand colours and visual elements to build recognition.
Prominent display of trust assets: years in business, sectors served, qualifications, and client testimonials.
We also aligned page layouts with conversion goals:
Above-the-fold CTAs such as “Book a Consultation” or “Request a Callback”.
Persistent contact options across the site (phone, email, forms).
Contextual CTAs next to service explanations and FAQs.
4. WordPress Development & CMS Flexibility
The new website was developed on WordPress with a modular, future-proof approach:
Reusable content blocks for services, sectors, testimonials, FAQs, and case studies.
Page templates optimised for SEO and readability.
A clean back-end structure so Lanop’s team can add and edit pages without developer dependency.
Mobile-first responsiveness to ensure a smooth experience across devices.
This ensured Lanop could scale the site as new services, sectors, or campaigns were introduced.
5. SEO Implementation for Accountancy & Tax Services
A8OM implemented an SEO-first build, paying particular attention to:
Keyword mapping for priority services (e.g., tax investigations, VAT, corporate tax, international structures, specialist sectors).
Optimised meta titles, meta descriptions, H1s, and internal linking between related pages.
Structured content that answers search queries and supports long-form educational content.
Optimised URL structure for clarity and relevance (e.g.,
/hmrc-tax-investigations/,/crypto-accountants/,/business-startup-in-dubai/).
The goal was not just ranking, but matching high-intent traffic to the correct service page and driving enquiry.
6. Performance, Security & Tracking
To support both user experience and SEO:
Implemented caching and image optimisation to improve page speed.
Hardened security settings appropriate for professional services websites.
Set up goal tracking and event tracking (where applicable) so Lanop can measure form submissions, clicks to call, and key conversions.
Results & Impact
Within the first months after launch, the redesigned and optimised website delivered:
A more credible and consistent brand presence that matches Lanop’s advisory positioning.
Simplified user journeys, helping visitors find the right service or sector page quickly.
A stronger foundation for organic search, with clear service-specific landing pages ready to be supported by blogs, resources, and campaigns.
Higher quality enquiries, as CTAs and messaging now attract more relevant prospects.
(Once you have analytics, you can add lines such as: “X% increase in organic traffic,” “X% more enquiries,” or “Reduced bounce rate on key service pages.”)
Frequently Asked Questions
Lanop’s previous website looked outdated, had unclear service navigation, and was not optimised for SEO or lead generation. Important pages like HMRC tax investigations, international structuring, and specialist sector services were difficult to find for both users and search engines, which meant missed enquiries and weaker online positioning.
A8OM mapped high-intent keywords to specific service pages, restructured the site architecture, and optimised meta titles, descriptions, headings, and internal links. Each core service page was aligned with real search terms (e.g., “crypto accountants UK”, “HMRC tax investigation help”), making it easier for the right clients to find Lanop through organic search.
The primary goal was to turn the website into a credible, conversion-focused platform: clearly explain services, build trust with potential clients, and drive more qualified enquiries. Design, content, and SEO were all aligned around that objective rather than just “making the site look modern.”
For a typical accountancy or advisory firm, a full project discovery, structure, design, development, content layout, and SEO setup usually takes 6–10 weeks, depending on page count, feedback speed, and content readiness. Larger sites with multiple sectors or international services may require more time.
Yes. The process used for Lanop discovery, service mapping, UX design, WordPress development, and SEO implementation is repeatable for other accountants, tax advisors, and professional service firms. A8OM can adapt the same framework to your niche, locations, and target clients to improve both visibility and lead generation.