Web writing | Accru Chartered Accountants


Accru Chartered Accountants

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.


Accru is a network of independently owned chartered accounting firms, operating from seven offices across Australia and New Zealand.

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, prospective clients, and other professionals who are potential sources of referrals.

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 was accepted by Accru. Red Pony then provided a template to use in the production of new content, and prepared a web writing guide for use by Accru personnel providing initial information. A new style sheet ensured consistent use of specialised terminology, spelling, punctuation and formatting across the site.

The new Accru Australia website not only establishes a fresh and engaging corporate identity, but the content is informative, clearly expressed in plain English and easy to navigate.

Accru Australia launched the new website in 2015. For more information, see


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