Your website is well built. It could simply tell a better story.
Below is an honest review of the current site, what it does well first, then where the opportunities are. The short version is that the site is well built on solid foundations. The opportunity is not to fix something broken. It is to make the site tell a better story, the personal brand that is the real Finance Collective, rather than a generic corporate one.
The site runs on WordPress, using a free, widely used theme called Kadence. The structure is simple and sensible: a homepage, a services section built around your five tiers, a page for the team, an Insights blog, and a contact page. It is a branding site, built to present the firm clearly and credibly, which for an accountancy practice is exactly the right job and should stay that way. You are accountants who look after the day to day numbers and provide the strategic guidance alongside it, and the site should tell that fuller story. The aim below is not a hard selling funnel, but to make it easy and natural for the right visitor to take a first step.
- A solid, fast foundation. Quick to load, works well on mobile, cleanly structured, with sensible search basics already in place.
- Genuinely strong testimonials. The client quotes are warm and specific, exactly the tone the rest of the site should match.
- A clever service structure. The five tiers, from Foundational to Advisory, are a smart framework worth keeping, and the perfect backbone for clear packages.
- Standout credentials. Becs and Andrea’s backgrounds are a real asset, currently underused and sitting too deep in the site.
- A clean, modern look. Uncluttered and professional, a solid baseline to build on.
Reposition around your personal brand
The site leads with abstract, corporate language, and keeps the two people who are the business on a text only page, behind stock photography. For a practice whose whole value is being a personal, hands on partner who knows both the numbers and the strategy, that is a mismatch. Neither of you appears on the homepage, so the human reason to choose the firm is missing from the first impression, and the overall look, while clean, could belong to almost any finance firm.
Show your services and pricing with confidence
There is no pricing or indicative packaging anywhere on the site. For a firm presenting itself with credibility, that is a missed chance to look confident and to help the right clients recognise themselves. Your five service tiers are an excellent, well thought out framework. They are simply not yet turned into clear, named packages a reader can grasp at a glance. This is about presentation and confidence, not hard selling. Showing what you offer, and roughly what it costs, signals a firm that knows its worth.
Build visible trust with Google reviews
The written testimonials are warm and specific, but there are no Google reviews, which is the first thing a buyer who chooses on trust looks for, and the format that carries the most weight with someone who does not know you yet. There are also no outcomes or numbers, such as a faster month end close or funds raised, and professional credentials such as FCCA are not shown as visible trust marks.
Give interested visitors an easy first step
Beyond the contact form, there is nothing for the larger group of visitors who are interested but not yet ready to talk. A small, genuinely useful first step would change that. A short guide in your voice, for example five quick ways for a founder to lower a tax bill, or a simple pricing calculator that lets someone see a rough cost in seconds. Either gives a curious visitor a reason to engage, and a gentle first step that does not feel like a sales call.
Make it easier to get in touch
At the moment the only way to reach the firm is a contact form, which is the highest friction option there is. Warmer, simpler routes would suit a personal brand far better. A button to book a free introductory call directly, a WhatsApp button, a simple request a call back option, or, in time, an assistant trained on the firm that can answer common questions at any hour.
Bring your LinkedIn presence onto the site
You already publish excellent, personal content on LinkedIn, the kind of writing that shows who you are and how you think. The site does not reflect any of it, and the Insights blog, by comparison, reads as fairly generic. Bringing your best LinkedIn pieces onto the site, whether as a live feed or woven into Insights, would make it feel current and personal, and would reinforce exactly the brand the homepage should be leading with. It is also worth noting that when a page is shared back on LinkedIn, the preview currently falls back to the site icon rather than your branding or a photograph, so those shares look less polished than they could.
Know what is actually working
As far as I can tell, the site is not measuring its visitors, so there is no way to know what draws people in, which pages hold attention, or where they lose interest. A clean analytics tool that respects privacy would fix that quietly in the background, with no cookie banner needed, and would tell you what is worth doing more of.
A little technical housekeeping
Two small details, both easy to put right. The site is currently set to US English rather than UK English, a quiet signal that reads slightly off for a London firm. And a service page can be opened through two different web addresses rather than one, which is untidy behind the scenes. Neither is visible to most visitors, but both are the sort of small thing worth getting right.
Add a simple pricing block
The quickest win on the list. Not a full new page, but a simple pricing block you can drop in wherever it fits, basic but clear, turning your five tiers into named packages with indicative pricing. It is a basic, temporary fix rather than a polished solution, yet it closes the gap straight away and makes the firm look more confident.
Start collecting Google reviews
For a firm chosen on trust, this does more than almost anything else. A steady, genuine flow of reviews on your Google Business Profile, displayed on the site, building quietly over time. If there is one thing worth starting soon, it is this, because reviews compound.
Rebuild the site, when you are ready
The deeper answer to most of the audit above, and the point where it all comes together. A rebuild presents the firm and the two of you properly, and brings in everything the audit points to: the repositioning and real photography, clear pricing and packages, the lead magnet and pricing calculator, warmer ways to get in touch, proper analytics, and your LinkedIn content, all built in. Worth doing well, and only when the timing suits you. There is genuinely no rush.
Put a simple CRM in place
This one reaches a little beyond the website itself, so it is worth saying why it belongs here. The changes above are all meant to bring in more enquiries, and those enquiries need somewhere to live. A simple CRM connects to the site so every new lead, whether from the form, a booking, or the lead magnet, lands automatically in one place, and it works just as well on its own, beyond the website. The real point is bringing lead management under one roof: every enquiry, referral, and follow up in one tidy pipeline, with gentle reminders, so nothing slips through.