Website Case Study

Hancock Askew

With a legacy dating back to 1910, Hancock Askew has been a trusted name in tax, accounting, and advisory services for over a century. Their digital presence, however, needed a modern update to match their forward-thinking approach. That’s where Clockwork comes in. The result of this collaboration? A financial powerhouse of a website that reflects a more future-focused accounting firm built for growth.

AUDITING THE Website

The Challenges

Hancock Askew’s existing website, built in 2017, wasn’t representing the best of their business. The site’s design and structure created numerous pain points:

The user interface overwhelmed visitors with information (90+ different pages and 280+ posts created a sub-par user experience)
Limited functionality hindered lead generation and overall client engagement
Lack of mobile responsiveness alienated on-the-go professionals and slow load times negatively impacted both user experience and SEO-friendliness
Content management required a high level of tech background or developer intervention for even minor updates
The firm added new, technology-based services that were not represented on the website

OLD SITE

Balancing the Digital Books:

Our Custom Solutions

As we wizards do, we dug deep into the spellbook for this build. The endgame was a comprehensive digital strategy to address Hancock Askew’s tangle of challenges. With problem-solving in mind, let’s walk through how the client’s dream website came to be.

A New, Elegant Design

Custom Post Types

Fresh Content & Restructured Sitemap

Enhanced Functionality

Search Engine Optimization (SEO)

Elegant Web Design for Financial Clarity

The visual redesign of Hancock Askew’s website was a delicate balance of respecting their established brand while introducing a fresh, modern aesthetic.

Custom Post Types:

A Tailored Digital Filing System

We developed CPTs across the website in places where Hancock frequently updated and posted content, each with custom fields and relationships. This approach allowed for:

Team Members

Significantly improved the website’s visual appeal, creating an engaging online presence.

Relational Post Types

Dynamic linking between related services, insights, and industry specializations

Simplified Content Management

Simplified content management, allowing Hancock Askew’s team to easily update and organize information without any technical know-how

Cohesive Design

Consistent presentation of information across the site, enhancing the professional look

Fresh Content for a Restructured Sitemap

To kick off the project, we completely overhauled Hancock Askew’s information architecture (sitemap) and content from scratch. The lackluster user experience went from from a confusing maze into a clear, intuitive framework that truly represents their legendary expertise.

This comprehensive content overhaul not only enhanced navigation but also positioned Hancock Askew as a forward-thinking firm that embraces modern accounting practices, particularly through the clear articulation of their innovative CAAS offerings.

Reorganized Content

We rewrote all content into four main service pillars: Tax Services, Audit, Advisory Services, and the newly defined Client Accounting and Advisory Services (CAAS)

Content Coaching

Our content coach collaborated closely with Hancock Askew to articulate and showcase their CAAS offerings, guiding them in positioning this cutting-edge model within their service lineup

Fresh Engaging Copy

We crafted fresh, engaging copy for each section, ensuring consistency in tone and messaging across the site

New Mega-Menu

Designed and implemented mega-menu, allowing users to navigate the site’s extensive offerings with fewer roadblocks

Improved User Flow

The new structure and content significantly improved user flow and information discovery, helping visitors quickly find what they need

Supplemental Features for Enhanced Functionality

Beyond the core redesign, we implemented several supporting features to improve user engagement and lead generation

Translation Plugin

Multilingual functionality with a Spanish translation plugin

Robust Search

A robust search functionality allowing users to filter content by service type, industry, and content category

Custom Forms

A custom client intake form with document upload capabilities, streamlining the onboarding process

Strategic CTAs

Strategic placement of contact forms and calls-to-action throughout the site

Search Engine Optimization (SEO)

A Moneymaker for the Money Protectors

Recognizing the importance of organic traffic for Hancock Askew’s growth, we fine-tuned their SEO strategy starting with a specialized SEO audit.

This foundational SEO work positioned Hancock Askew for improved visibility in search results, driving more qualified leads to their site. See more Clockwork SEO success stories.

Keyword Research

In-depth keyword research focusing on high-value terms in the accounting and financial services sector

On-page Optimization

On-page optimization for all service pages, ensuring proper use of meta titles, descriptions, and header tags

SEO-Friendly Site Structure

Create an SEO-friendly site structure and URL schema to improve crawlability

Schema Markup

Implementation of schema markup to enhance search result appearances and click-through rates

Keyword Targeting

Development of a content strategy targeting long-tail keywords and addressing common client questions

Client Insight

Hear from Hancock Askew

Clockwork WP (including the former New Tricks team) is an integral part of our marketing team, particularly for all matters related to our website and its design. They attentively listen to our objectives and needs, consistently providing on-brand, innovative, and modern designs and solutions. Their team is talented, responsive, and friendly, making our experience with them during multiple website redesigns truly outstanding.

Christine Cox

Director of Marketing, Hancock Askew & Co, LLP

The Bottom Line

A Future-Proof Investment

Our collaboration with Hancock Askew, which began through our acquisition of New Tricks, resulted in a website that not only looks impressive but performs professionally.

Key improvements include (but are not limited to!):
Enhanced user experience with intuitive navigation and responsive design
Improved lead generation through strategically placed CTAs and custom intake forms
Streamlined content management processes for the Hancock Askew team with CPTs
A solid SEO foundation for improved online visibility and organic traffic growth