Hartwell & Co.

A respected 40-year-old accounting firm with a website that read like an apology. We rebuilt site, voice, and lead capture in five weeks.

Client name changed at their request. The numbers are real.

Where they started

Hartwell had the kind of reputation you can only earn over decades — and a website that actively worked against it. Six contact-form submissions a month, most of them spam. The site was slow on phones, the copy talked about the firm instead of the client, and the only call to action was a generic contact page nobody used. Referrals kept the firm alive; the website contributed nothing.

What we did

• Rebuilt the site in five weeks — fixed scope, no drift. New structure organized around the three services that actually drive revenue, not the twelve on the old menu.
• Rewrote the voice. Out: “full-service solutions for all your accounting needs.” In: plain answers to the questions clients actually bring — what it costs, how it works, who they’d deal with.
• Fixed lead capture. A short qualification form instead of a bare contact page, with tracking on every call and form-fill so the firm finally knew where inquiries came from.

What happened

Six months after launch the firm was receiving 24 qualified inquiries a month — up from six form-fills that were mostly spam. Three of those inquiries converted into retainer clients worth $48K combined. The partners’ summary at the six-month review: the website went from something they apologized for to the first thing they send prospects to.

+312% qualified leads · 5 weeks kickoff to launch · $48K in new retainers booked