Corporate website
CLIENT
Accru
PROJECT BRIEF
Write content for Accru’s Australian corporate website, including updating existing pages and developing new content for the company’s expanding service portfolio.
Context
Accru is a network of independently owned chartered accounting firms, operating from 6 offices across Australia.
Accru wanted its website refresh project to clearly establish the company’s value proposition to prospective and current clients, differentiate Accru from its competitors, generate user enquiries and integrate seamlessly with social media channels.
The primary target audience was current and prospective clients of Accru. Secondary target audiences were potential employees and other professionals who are possible sources of referrals.
Execution
Accru engaged Red Pony to review its website structure and content, write fresh content and edit current content as appropriate, and also to provide key search terms for better SEO results.
Red Pony reviewed Accru’s website architecture and prepared a site map for a new, simpler structure, which Accru accepted. Red Pony then provided a template to use in producing new content, and prepared a web writing guide for use by Accru personnel providing initial information.
A new language style sheet ensured consistent use of specialised terminology, spelling and acronyms across the site.
Outcome
The Accru Australia website now not only establishes a fresh and engaging corporate identity, but the content is informative, clearly expressed in plain English and easy to navigate.
Accru is online at accru.com.
“The new Accru Australia website not only establishes a fresh and engaging corporate identity, but the content is also informative, clearly expressed in plain English and easy to navigate.”
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