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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the dish
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the largest professional service firm
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Brand Thinking
Bleeding edge thinking on branding and marketing


Five top 50 CPA firms launch new or improved websites in the second half of 2018.

By Joe Walsh
January 4, 2019
Five top 50 CPA firms launch new or improved websites in the second half of 2018.

Reviews of “new” websites for EY, CLA, BKD, Withum and Plante Moran reveal new trends.  Note that Plante Moran’s site is not entirely new but improved with video. See the five 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 sitevisits research microsite. It catalogs 200 professional service firm websites and provides the latest dish on professional service firm web design, content and development trends.


On its homepage and throughout the site, EY blends smart, insightful, big-picture questions with its brand promise of “building a better working world.” This connects directly to the thematic purpose of EY “The better question. The better answer. The better the world works.” Thoroughly modern, clean and sophisticated, and easy to navigate, deserves special recognition for connecting branded thought leadership to the firm’s broader visual identity in the structure, design, substance, and style of the website.



Our favorite part of the newest version of is the “Get Started” customization feature on the home page and throughout the site.  Here you can share your problem or opportunity in your own words, along with an e-mail address.  In turn, you receive a personalized response. The promise of lead generation on websites enchants us all. Some, like CLA, are further along the curve. The highest level message on the site is “Create Opportunities.”  It's nice to see CLA using its website to not only to share this promise but to create some opportunities of its own.



The star of this novel approach to brand communications are Ben and Kate. Each 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 and Kate are your guides to the BKD experience and greet you throughout the site. We like the conversational informality and directness of the content and copy on every page. 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.



The firm’s new brand (ID, website, et al.) centers on the declarative: “Be in a position of strength.” That’s a strong promise, well-articulated across the digital platform. Withum is among the firms using parts of its logo as a web design device. Famous for its entertaining and engaging videos, the latest features the firm’s managing partner talking about the new brand and promise. Look closely and check out his Chuck Taylor high tops. Not your father’s wing-tipped accounting firm. Must be the shoes!

Plante Moran

Plante Moran’s 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 efficient user experience. We particularly admire the home page, which features clients and leads to a wonderful short video about client service that begins with Frank Moran and his profound effect on the firm’s winning culture. We know this firm from past engagements and the video nails the essence of a great organization.