Lovewell Blake
Accounting for users‘ needs: A lead-optimised B2B website
03
The challenge
Founded in 1858, accountants and financial advisors Lovewell Blake serve a broad portfolio of East Anglian clients. Proudly independent, they offer a highly personalised service based on their proposition – different because you are.
Lovewell Blake came to Candour with precise requirements: a new website that reflects their individuality, clearly explains their services, and provides improved search performance.
02
Branding enhancements
Following an audit of their current branding, we introduced new colours to freshen up the Lovewell Blake palette and a flexible suite of design components for use online and offline. We also provided direction for new documentary-style photography of their team and clients.
03
User-focused design process
The Lovewell Blake partners joined us in a workshop process to develop user personas. These helped the team focus on the end users' goals and challenges and led to the creation of a new information architecture. The new structure allows us to serve a broad range of users from businesses of all sizes and ensures clear journeys and calls to action.
Our new search-friendly IA also provides space for knowledge hubs to house the wealth of insightful, evergreen content produced by the Lovewell Blake team.
03
Guiding users
While many sectors require the same financial services, the delivery and specific expertise needed for each area are different. To cater for this, we introduced sector landing pages to work alongside the service pages.
This approach allows the users two different entry points, letting Lovewell Blake speak to a wide range of clients and highlight the services that are most important to each.
04
The results
Lovewell Blake now has a flexible and extensible digital platform designed for users and built for search. A modern flat-file CMS ensures incredible performance for the end-user, together with other site optimisations.
In addition, linked microsites for the Financial Planning and Business Recovery units allow Lovewell Blake to engage different target audiences away from the main site. This approach maintains a singular codebase to streamline hosting and ongoing maintenance.
322%
increase in contact form submissions
05
A high-performing platform for search
A search-focused build combined with ongoing consultancy has produced fantastic organic visibility and lead generation improvements.
In the initial six months, the number of non-branded search terms that Lovewell Blake ranks for has increased dramatically. We saw a 322% increase in year-on-year contact form submissions and a significant improvement in the quantity and quality of leads.
James Shipp, Partner“From the outset of our new website build, Candour took the time to get to know us and our business. The team are there to assist when needed, coming up with new ideas and proposals to increase the traffic and conversions on our website.”
