Accounting Firm Website
A clear, confident site for a two-office accounting firm with more personality than most.
CLIENT
Balanced Financial Services
NICHE
Accounting, Tax & Bookkeeping
INDUSTRY
Financial Services
CHALLENGE
Balanced Financial Services keeps the books, taxes, and payroll for small businesses across Delmarva from offices in Salisbury, Maryland and Bridgeville, Delaware. The firm has real character: a mural in the office, cartoon avatars of the team, an owner who calls himself the Local Tax Guy. None of that made it to the old HubSpot site, which looked like every other accountant’s site and sent leads into a generic form.
Corey had four goals. Build credibility and capture leads for fractional CFO work, the firm’s highest-value service. Give each office its own front door, starting with the new Bridgeville location. Let people book a call without phone tag. And position the brand to take on the clients of competitors retiring in the next few years. He also asked about Google Ads; my research found fractional CFO searches in Maryland too thin to buy, so we put the budget into the site and a support plan instead.
SOLUTION
I rebuilt the site on Squarespace with Bangers for headings, Outfit for body, and the firm’s palette, then carried the mural’s comic style into the team page: every person gets a drawn portrait, and new hires get drawn in within a day of starting. Services are laid out as five plain doors (accounting and bookkeeping, tax, payroll, accounts payable, fractional CFO), with location pages for each office, a community page, news, and an about page that sounds like Corey.
Kludgy HubSpot forms became native Squarespace forms, with tax clients routed to TaxDome. A team scheduler on meet.balancedfs.net sits behind every Schedule a Call button, so a prospect picks a person and a time without a phone call. Corey chose the Proactive support plan for year one, which is how the Halloween mini golf tournament for the Alzheimer’s Association got its own page, sponsorship form, and donation links in a week.
RESULTS
Launched in July 2025 and growing since. The firm now sends people to the site to book a call, sponsor an event, or see who they’ll be working with before they walk in. Team changes, event pages, and signature updates go live within a day of the email that asks for them.
The site reads like the firm: clear about what it does, two front doors, and a little swagger.
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