2017 ASAE annual conference

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attract and keep members

We will be exhibiting at the ASAE Annual Meeting and Expo from August 12-August 15. Be sure to stop by booth #339 to learn more about our association work, and if you’re an attendee, to claim your sweet treat! We would love to see you!

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Bleeding edge thinking on branding and marketing

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6 of the top 50 accounting and advisory firm websites are new in Q2 2017

By Joe Walsh 
August 10, 2017
6 of the top 50 accounting and advisory firm websites are new in Q2 2017

12% of the largest 50 CPA firms have debuted new websites recently. Here is a list and snapshot of the six new sites launched with a quick review of what we liked about each.  

For a broader perspective, please spend some time on our sitevisitsSM research microsite. It catalogs 200 professional service firm websites and provides the latest dish on professional service firm web design, content and development trends.  

Grant Thornton

The newest design iteration of grantthorton.com is more of facelift than an overhaul, yet many of the changes are impressive and distinctive. In the latter category, the firm’s “instinct for growth” promise and organizing theme has been replaced with “Status Go.” As in, goodbye status quo, welcome to status go. The TV ad quality video on the home page explains this new positioning. Site improvements elsewhere include a new approach to imagery with illustrated and modular content on the home page. Grant has always been a strong content marketer on middle market issues and opportunities. That commitment continues on the refreshed website.

Grant Thornton

BKD

The star of this novel approach to brand communications is Ben. Ben puts a welcoming face on the firm, embodies the firm’s service delivery style and asks: “Everyone needs a trusted advisor, who’s yours?”  In ways, Ben is your guide to the BKD experience and greets you throughout the site. We like the conversational informality and directectness of the navigation and copy on every page—”how we serve you, get to know us, etc.”  BKD addresses us like we are sitting side-by-side with them at a deal or coffee table. We are also fans of BKD’s thought center called thoughtware. 

BKD

Plante Moran

Plante Moran’s new site embraces a smart trend we see in many of the latest, improved websites: the navigation is simplified, personalized, declarative and very easy to use. In this case, the visitor finds “How can we help you, explore our thinking, get to know plante moran, and join our team.” White space, subtle animation, large type, and streamlined content make for an efficient user experience. There’s a lot to like about the new site. We particulary admire a section in careers called our story, which is just that, a wonderful short story about a firm leader, Frank Moran, and his profound effect on the firm’s winning culture.

Plante Moran

Moss Adams

Mossadams.com sits at the center of a full rebrand, that includes everything from a monogram logo to an entirely new visual identity. The work embraces the innovative and optimistic ethos of the West—Moss Adam’s home territory—positioning the firm as a resource for like-minded clients wherever they do business.  Visit virtually any new site today and you’ll find a scrolling, mobile friendly interface, streamlined content and fast facts. Moss Adams adopts these tools with its own look and feel. We particulary like the firm’s intrepretation of increasingly popular web icons for its industries; they remind us of the firm’s new logo.

Moss Adams   

Eide Bailly 

Caveat, we like this site, a lot, because we designed and wrote a lot of it as part of a fuller rebrand. Still, the marketers and leaders of Eide Bailly deserve much of the credit. Organized under the brand promise “what inspires you, inspires us,” the star of the site is a web navigational tool and branding device that begins with “Eide Like ...”  The device accomplishes two important goals. First, it solves a name pronunciation problem as the firm continues to enter newer markets in the West and Mid-West. Hint: Eide rhymes with I’d.  Second, “Eide like ...” organizes the firm around client, prospect, and recruits’ goals and ambitions. As in, Eide like to avoid tax reform surprises or Eide like to work with people I like, etc.

Eide Bailly

Kearney & Co.

We like how the site stands and declares who this firm serves and what it does on the homepage: “Focused on the Federal Government.” That’s pretty darn clear positioning which is reinforced by the red, white and blue color palette, along with the high quality government-focused imagery. The site reflects the audience Kearney serves—promising efficiency, accountability and integrity. We also like the design of the list of services, accessed with a click on services from the main menu. The treatment adds interest to what could be a listless list and also adds further depth to the firm’s sector focused message.

Kearney & Co.