Greenfield Belser 2017 Annual Review

Greenfield Belser has been a Finn Partners company for almost two years. This year we are adopting the new Finn brand style we created for the firm that is on the second spread of our book. That’s exciting for all of us here at Finn, but that’s hardly all that has been going on this past year. Really, it is impossible to say we love the work we did for one client more than another, but our goal is always to show you a balanced portfolio—across sectors with firms of varying sizes located all around the country. Read more here.

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Brand Thinking
Bleeding edge thinking on branding and marketing


The big 8? Read the dish on the new websites launched by top 50 CPA firms in Q4 2017.

By Joe Walsh
January 30, 2018
The big 8?  Read the dish on the new websites launched by top 50 CPA firms in Q4 2017.

Reviews of the eight new websites, drawn from our catalog of the largest 200 professional services firms sites, reveal new trends. See the eight at a glance below and read a quick take of what we like 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.

Cohn Reznick

The newest design iteration of reflects a full rebrand where everything has been reimagined and rethought with the exception of the firm’s logo. The old logo becomes a star of the new show, symbolizing the firm’s promise of forward-thinking advisors for forward-thinking clients. Distilled to the line, Make Progress Here, the website is as progressive as the brand position and the firm it represents. There's a lot to like about, including new biography photos, smart iconography, persistent calls to action, and benefits- vs. feature-driven writing and content.


Eisner Amper

The new Eisner Amper website features several nice front (and, we suspect back end) changes, including a slightly revised logo and color palette. What remains the same is the firm’s strong commitment to content marketing. The knowledge center features a rich, topical and current mix of articles, blogs, videos, podcasts, and newsletters. We like how various industry, service area, and other pages offer the content in a curated, “recommended for you” approach that is reminiscent of e-commerce sites (“if you like this product, you may also like...”).


Check out the nearly fifty success stories on the Wipfli site, sortable by industry and accessible sitewide. Broken into three pieces—situation, strategy, and benefits—the stories range from helping recruit a new bank CEO, to a revived and expanded CRM program. The stories provide a clearer sense of how the firm helps clients, rather than typical service or industry descriptions.

Citrin Cooperman 

Full disclosure, Citrin is a client. We helped with the new site architecture, design framework and development, yet the content—from images to information graphics are the work of the successful marketing team at the firm. We like the consistent messaging (focused on what counts to clients and others) throughout the site.  We also like the short, informative industry, service and professional biography pages.

Warren Averett

This is another brand we worked on in the past, including the firm’s logo and Warren Averett’s last website. While we don’t fully recognize the brand we helped create several years back, there is much to like about this site. For starters, we like how a long list of services has been streamlined and organized into six easy to understand buckets. The language used is straight-forward and client-friendly. This is as much a business strategy as a design strategy. And it works. We also like how industry and service pages nest sub-areas of expertise without interrupting the page or taking up too much space. We still like the logo, too!

Elliot Davis

Roam around the site, and several things catch your eye. The gridded, modular layout of helps the firm deliver a lot of information that does not feel like too much information.  Color overlays, drawn from the firm’s palette, take everyday stock and make it more interesting and recognizable as the firm’s.  There are also large, easy-to-read labels throughout the site that let you know you are in the right place. Overall, this site has a bigger firm vibe without feeling too big to get around. 


Like many of the multi-disciplinary CPA-based advisory firms, Sikich has developed strong business lines beyond its core accounting skills. For Sikich, these include managed services (outsourcing), IT services, investment banking and consulting offerings. We appreciate why the firm has kept them under one brand on its sharp new website—separate sub-brands can be costly to maintain and reinforce. Badly done, they can lead to market confusion. On another note, with 750+ professionals, the firm has a deep bench, but we like being given the ability to find partners by their picture as well as their alphabetically listed names. A nice human touch.


Weaver’s pitch begins with the organizing principle that they are in the relationship business: “Numbers count. But relationships make the difference.”  The theme is carried forward, playing off a logo we designed years ago, in all parts of this new site. Weaver people are featured prominently on nearly every page. Information is presented among broad swaths of white space that has a calming effect. While the design is contemporary and intuitive, it is also safe. But that’s a good thing for the Weaver brand. Reading client testimonials on the site, one presumes clients feel safe and secure with their Weaver teams and relationships.