PEO Advisory
ProjectA new website for a specialist consultancy that helps companies start and run PEOs: about 30 services grouped by what a client needs, a library of the principal’s publications, testimonials from clients across the country, and a clear first step, a free 30-minute consultation.
- Industry
- Professional services
- Services
- Strategy, Design, Content, Development, SEO
Deep Expertise in a Niche Few People Can Name
The SituationJean Goldstein, CPA, the firm’s principal, has been chief accounting officer and chief operating officer in the PEO industry. She advises companies that want to become a PEO and PEOs that need help with operations, payroll taxes, compliance, finance and accounting. Her old site listed the services under “what we do”, and new offers, such as staff placement, vetting and mentoring, weren’t on it yet. Her clients are companies weighing decisions with real financial risk.
What the Site Had to Do
GoalsTwo sets of goals: what PEO Advisory needed from its new website, and what its visitors came to do.
For PEO Advisory
- Present the full range of services clearly.
- Show the principal’s authority.
- Turn visits into consultations.
For visitors
- See quickly which programs fit their stage, from pre-start-up to an established PEO.
- Judge the principal’s expertise.
- Book a first conversation.
Six Parts of a Site That Shows the Expertise
What We Built and WhyWhat we built, why, and what each part does for the firm and for visitors.
Services grouped by where the client is
- What
- About 30 services in groups that follow what a client needs: programs for pre-start-up and start-up entities (PEO 101 and 201, a business plan for investors, support through go-live), programs for established PEOs (a health checkup, procedures and best practice, an internal controls evaluation, an operational efficiency assessment), human capital support, compliance, educational programs, and mergers and acquisitions, with customizable support beside them. Each service has a card with its own icon and a short description.
- Why
- A founder and the CFO of an established PEO need different things. Grouping by need lets each one skip to their part. The principal set the groups herself, and the cards replaced an earlier, boxier layout she found dated.
- For the firm
- Every offer visible, new ones easy to add.
- For visitors
- Their programs in one place, in their own terms.
A headline that says what the firm does
- What
- The hero states “PEO Services & Consulting Provider” under the eyebrow “Your PEO Subject Matter Experts”, with the reasons to choose the firm (industry best practice, compliance confidence, efficiency) right below; the mission statement moved further down.
- Why
- The first lines of a page decide whether a visitor stays, and they’re what search engines read first. We asked for a headline that describes the service in the words clients search for, and the principal supplied those words.
- For the firm
- Relevance for the searches its buyers make.
- For visitors
- The answer to “is this what I need?” in one line.
A library that proves the expertise
- What
- A Media page with 15 of the principal’s publications, articles on PEO finance, scaling, payroll, reconciliations and audits, each with a cover image.
- Why
- In consulting, what the principal has written is the strongest proof of what she knows. The page was kept simple so readers find an article fast.
- For the firm
- Years of writing working as credentials.
- For visitors
- A sample of the thinking before they call.
The principal at the center
- What
- An About page built around Jean’s experience as a chief accounting and operating officer, with her photo, the firm’s mission and an offer of a free 30-minute consultation.
- Why
- Clients hire the person, not the firm’s name. Her background answers the question “has she done this before?”
- For the firm
- Trust established before the first call.
- For visitors
- Who they’ll work with and how to start.
Testimonials with context
- What
- A testimonials page where each quote carries the client’s name, role, company and state, and the service they used, from pre-start-up programs onward.
- Why
- A quote means more when the reader can see a business like theirs, using the same service.
- For the firm
- Proof matched to each offer.
- For visitors
- Evidence from peers in the industry.
A clear first step
- What
- A short contact form and contact details, with calls to action throughout that lead to it.
- Why
- Consulting starts with a conversation. One simple next step works better than several.
- For the firm
- Inquiries from people who’ve already read about the services.
- For visitors
- An easy way to ask for the free consultation.
PEO Advisory on Every Screen
The WebsiteThe finished website on a laptop, a tablet and a phone.
The Work You Don’t See
Behind the Scenes- A first mockup the day after the project started, then page-by-page threads with the principal in Basecamp, so every decision was recorded where she could see it.
- Photos chosen with the principal to show consulting on PEO operations, not only accounting; we licensed the stock images she picked.
- Keywords from the principal worked into the copy after launch.
I have been working with Mike and All Phase Media for over 5 years. The service has always been excellent; prompt and reasonably priced. Recently, I updated the website for my business. The process was painless, the team is easy to work with, efficient and accommodating. Plus the new site is modern, sleek and looks amazing. I can’t say enough about the service and would highly recommend All Phase Media for website design, hosting and SEO
More Websites We’ve Built
More WorkOther websites we’ve built, each with the goals behind it and the choices we made.
Want a Website That Works Like This One?
Start With a ConversationEvery website we build starts with what the business needs. Tell us about your business, and we’ll show you what we’d build for it and why.
No pressure. No obligation to move forward. Just a conversation to see if we’re the right fit.
