Sandra Lazar at Lazar Accounting Solutions is your friendly neighborhood financial guide–she finds profits for small business owners in Brooklyn and is all about helping the community. She calls herself “Brooklyn’s Bookkeeper” because she’s synonymous with the area. Whether the company nets 50k or 500k, Lazar typically starts by organizing their books. Then, they usually hire her and her team for more services, like financial reporting, tax prep, and cash flow management (to name a few!).
Because Lazar Accounting Solutions target market is 25 to 50-year-olds who operate retail stores, law firms, construction firms, design studios, travel agencies, real estate firms, manufacturing operations, and other professional services, she needed a fresh, modern website that caught their attention in seconds. These people are busy running a business! They’re looking for a quick solution, so the website needs to be UX/UI friendly to prevent them from bouncing to a competitor. Plus, they want client convenience tools like a client portal to communicate seamlessly with the company. After Sandra Lazar saw LM Cohen’s website, she trusted that e9digital’s designers would correctly position her brand to showcase the variety of accounting services her firm offers.
88% of online users won’t return to a site after a bad experience
A website designer’s job is to get it right the first time. If you don’t take the time to properly design the UX and put yourself in the shoes of the target audience, then your client suffers.
That’s why our designers at e9digital are obsessed with UX design. For Lazar Accounting Solutions, our team made sure that anyone in the many industries Lazar works with would find the site intuitive. The user starts with the top navigation. A dual-color overlay highlights the CTA on the left in green and the menu on the right in blue, separating the two areas so they’re visually distinct. Plus, there’s a link to the client portal in the menu so current clients can access it easily.
Sandra Lazar is famous for being “Brooklyn’s Bookkeeper.” This copy sets her apart, brands her niche, and boosts her local SEO. Since most of her clients start with her bookkeeping services and then hire her for more work, that was the focus of the call to action. It’s great when clients provide detailed insights like this in our creative team’s kickoff meetings so our copywriter can shape the website to solve the problems of the target market and increase conversion rates.
Website visitors expect the menu to be on the right-hand side, so that’s where it goes. With two drop-down menus for services and industries, visitors can quickly click on interior pages to find exactly what they need. The “Get Started” CTA points people to the contact page, or they can utilize the upper-level header to call Lazar directly, schedule a consultation, or follow the company on LinkedIn. Since her target market is so wide, we had to hit as many preferences as possible for potential clients.
However, some people prefer to scroll, so our designers always include all the information on the homepage. Our e9digital best practices for homepages include:
- A hero image that invites the user to take action
- An explanation of services that are clickable to the interior pages.
- An overview of industries the company works for.
- Article content to position the company as a thought leader and share helpful information for the target audience.
- Testimonials from real clients to support the website copy and show the target audience how the services make a real impact.
- An about section for company leaders to outline their experience, paired with a professional photo.
- A footer that includes a detailed site map and a CTA to invite the target market to work with the company. If they’ve reached the bottom of the page, they may be ready to take action when they weren’t upon arrival.
“I love everything. It’s a huge improvement from the previous site.” – Sandra Lazar, Principal Owner | Lazar Accounting Solutions
Sandra Lazar started her firm by word of mouth from her business clients. Now, she has a clean, modern website that’s easy for her potential clients to use. We’re excited to see how her profits increase with the help of the new website!
At e9digital, our team’s priority is to build a website that generates leads and increases profits for our clients. If you need a user-friendly website in NYC–from Brooklyn to the Bronx–contact us today.
