Cassell & Co is an accounting firm led by Kat Abrahams and Jacquelyn Cassell based in Surry Hill , Sydney, known for supporting small businesses, creatives and founders with practical tax, bookkeeping and advisory services. When Kat and Jac came to us, they needed a website design that matched the way they work, with messaging that made their services easier to understand for the people they help every day.
This case study explains how we approached Cassell & Co’s website design, what we prioritised in the user experience and how we structured the content to reflect their positioning across tax, business advisory and cloud-based bookkeeping.
The brief
Cassell & Co wanted a website that felt approachable and credible, without sounding corporate or overly technical. Their clients range from creative professionals with irregular income to growing businesses that need better reporting and proactive advice, so the website needed to speak to multiple audiences while keeping the message simple.
What the website needed to achieve
- Communicate trust quickly through clear positioning, service explanations and a confident visual style.
- Make it easy for new visitors to understand what Cassell & Co does and who they help.
- Show the full service offering across taxation, bookkeeping and advisory, without overwhelming users.
- Support enquiries with clear calls to action and a contact path that feels low friction.
- Reflect Cassell & Co’s modern workflows, including cloud accounting and paperless processes.
Our approach to the website design
For a professional services brand, good website design is not about adding complexity. It is about removing friction. We focused on building a website that made Cassell & Co’s value obvious within seconds, then guided users to the detail they needed based on where they were in their decision-making.
Design principles we used
- Clarity first – short, direct messaging that reduces cognitive load.
- Trust by design – consistent typography, spacing and layout that feels considered and professional.
- User-led structure – navigation and page flow designed around how users look for an accountant.
- Scannable content – headings, lists and sections that allow fast reading on mobile.
- Conversion support – calls to action placed where users are most likely to need them.
Information architecture and page structure
A big part of this build was structuring information so users could self-select quickly. Some visitors want help with tax compliance. Others are specifically searching for bookkeeping and cloud tools. Others want strategic support as their business grows. The website needed to serve all of those intentions with a clean hierarchy.
How we structured the website
- Homepage that introduces the firm’s positioning and guides users into key service themes.
- A services section that clearly outlines what Cassell & Co does, written for non-accountants.
- A team and about section that strengthens credibility and makes the brand feel human.
- A clear contact flow with simple prompts that encourage enquiries.
Why this structure works for accounting websites
- It supports both fast decision-makers and research-focused users.
- It reduces the need for visitors to “figure it out” themselves.
- It makes the firm’s specialisation easier to spot.
- It creates natural pathways to contact without forcing a hard sell.
This is the same thinking we apply to accounting website design projects more broadly – building around user intent, not internal business structure, so the website feels obvious and easy to use.
Content strategy – translating services into plain English
Cassell & Co offers a wide range of services, including tax returns, BAS and reporting, advisory and cloud-based bookkeeping. One of the most important goals of the website design was to translate these services into language that clients could understand quickly, while still being accurate and professional.
What we focused on in the copy and layout
- Explaining services through outcomes, not process.
- Reducing jargon and replacing it with practical examples.
- Using short sections and lists so the content is easy to scan.
- Reinforcing Cassell & Co’s niche and client types throughout the website.
Core service themes highlighted on the website
- Taxation and compliance support for individuals and businesses.
- Business advisory and planning for long-term growth.
- Bookkeeping and cloud systems to keep finances organised year-round.
- Support for creative professionals, including income patterns that are not consistent month-to-month.
Designing for trust in professional services
For accounting firms, the website is often the first trust test. People want to feel confident they are dealing with a professional, but they also want to feel understood. Cassell & Co’s brand sits in that sweet spot – capable and experienced, but also approachable and grounded.
Trust elements we designed into the website
- Clear positioning that immediately explains who Cassell & Co works with.
- A consistent visual system that feels calm and professional.
- Team and brand storytelling that adds credibility and connection.
- Service descriptions that show depth without being overwhelming.
- Navigation that keeps users oriented, especially on mobile.
These same trust principles apply when building websites for chartered accountants, where credibility, clarity and user experience often matter as much as the service list itself.
Mobile experience and usability improvements
A large percentage of visitors will view an accounting website on a phone, often while multitasking. We made sure the website was designed mobile-first, with layouts that hold up on smaller screens and content blocks that remain readable without endless scrolling.
Mobile-first decisions we made
- Spacing and typography tuned for readability on mobile.
- Buttons and navigation designed for thumb use.
- Shorter content blocks with strong headings to break up information.
- Clear contact options visible early, without being intrusive.
Supporting marketing and future growth
The Cassell & Co website was designed as a foundation that can support growth over time. Many accounting firms rely heavily on referrals, but a strong website adds compounding value because it improves credibility, supports discovery and gives prospects a clear reason to enquire.
How the website supports marketing efforts
- Clear service pages that align with what prospects search for.
- A structure that can be expanded with additional content over time.
- Messaging that supports trust before the first conversation.
- Calls to action placed where users naturally look for next steps.
This is where strategy matters. A strong website becomes even more effective when paired with digital marketing for accountants, including search visibility, content and ongoing optimisation that helps the right clients find the firm in the first place.
It also complements the strong volume of reviews Cassell & Co has on their Google Business Profile, which can improve local visibility and search rankings. When someone finds the firm through Google Maps or local search results, those reviews provide immediate social proof. The website then backs that up by clearly explaining their services, showing who they help and making it simple to enquire, which helps turn that visibility into real conversations and leads.
Outcome
The outcome was a clean, modern website that reflects Cassell & Co’s client-first approach and makes their service offering easy to understand. The website presents the firm as both capable and approachable, with content that supports multiple client types and a structure that can grow as the business evolves.
For businesses comparing affordable website design options, this project shows you can feel high-end and human at the same time. It also shows how an accounting website can support a more nuanced brand story, where credibility and warmth work together rather than competing.
If you are an accounting firm looking for a website that feels professional, communicates trust quickly and is designed to support long-term growth, we can help. Our work includes websites for chartered accountants and broader website and marketing projects supported by digital marketing for accountants.