The Goodness Gracious Accounting Website Project
The Client
Meet Alex! I could introduce her by simply telling you she’s a CPA, bookkeeper, and the founder of Goodness Gracious Accounting… but that’d be leaving out a wholeee lot of her story.
And around here, we go deeper than just your credentials — so I also need to tell you she loves a good ASMR shelf organizing video, is a sucker for a good romance novel (and also a good survival story — you’ll have to peep her Favorites page to get that one), and has seen every episode of Bob's Burgers at least three times.
Here’s a bit more about her, in the form of one of the *pauses to go count* TEN mini-abouts I wrote for her throughout the 12 pages of her website:
The Backstory
Alex was ready to reposition herself — she no longer wanted to be a “solopreneur doing bookkeeping” but rather, to become a team of financial pros who do so much more. She wanted to stand out and scale, with those goals? A new website was *definitely* in order.
With her old website, she’d been having a hard time with her ideal clients finding her and actually inquiring. She told me:
“My old site was vague, generic, and spoke to no one in particular. I was picking up less-than-ideal clients, feeling embarrassed to send folks to my website, having to double and triple explain my offerings and services because my website wasn't clear enough, and not showing up in search results anywhere.”
She knew she had a probem, and was trying actively trying to fix it. But it wasn’t working. She said:
“I was working with a branding group to get specific on my ideal client. I was using AI and tweaking literally everything that came out because it was so bad, and spending money on courses and templates that I never even ended up using.”
Then she reached out to my friend Stacy for design help, and Stacy reached out to me about the copy, and the rest is history.
The Deliverables
Alex’s website came out to 10 pages, though we started with fewer. (Which, side note, has been a trend lately!)
We started with the usuals: Home, About, Services Overview, Shop, Blog, and Contact, but then later added on a Favorites page, two Freebie pages, and a single Services page for her CFO services offer.
RE: THE SERVICES PAGE STRATEGY
Because Alex offers two distinct services with very different deliverables and processes to two different types of clients, we decided to keep her Services Overview page primarily about bookkeeping, and include a section about the CFO Service below the services description as an invitation for readers who were ready for more than basic support.
Then we dedicated a whole other services page to *just* selling the CFO Service offer. This helped us speak more directly to the needs and wants of each ideal client as well as add more clarity to the reading experience.
The brand voice
Confident / Down-to-earth / Empathetic / Nurturing / Professional / Warm
The Goals (And how we crushed ‘em)
Alex was ready to take her business from a generic solopreneur bookkeeping service into a premium, well-positioned brand that would attract truly aligned, ready-to-invest CEO moms. She knew that a new site (and all the things that come with it) would give her what she needed to scale sustainably while still maintaining the freedom she built her business to have.
Her goals included…
→ Attract ready-to-invest clients who are 100% aligned with GGA’s brand and values
She didn’t want to vaguely call in “women with messy books” anymore. She wanted to clearly speak to a specific audience: CEO Moms who want to feel in control of their finances.
So I wrote things like…
→ Show that the benefits of “clean books” go a whole lot farther than tax season
So many people think “SHOOT MY BOOKS” around March. We wanted to make sure it was abundantly clear that this is about so much more than the IRS — this is about peace of mind.
Differentiate from “for anybody” bookkeepers (and especially from the buttoned-up bookkeepers like your Uncle Frank)
Alex wanted to break away from the stiff, impersonal "bean counter" stereotype and, instead, showcase her warmth and relatability.
Because like, she gets it. Blowouts on a discovery call? Tired because your baby’s going through a sleep regression? She’s saying “Girl, same.” We wanted to communicate judgment-free support, empowerment, and partnership from a bookkeeper who knows what it’s like to balance it all.
Build trust & help ideal clients feel empowered to be in control of their finances
Money is often a tricky subject to discuss, so we knew we needed to address the emotional side of her ideal clients’ hesitations and objections. But of course, we found ways to do this with empathy, making readers feel validated and seen within the realities of their day-to-day lives as CEO Moms.
The Favorite Lines
I mean, it’s impossible to choose — but here are a few lines that made me want to drop my metaphorical mic.
FROM THE SERVICES PAGE
Why I love it: Hyper-specific and relatable! This is a scenario her *most* ideal clients can see themselves in (like, they probably lived it last week), but other ideal clients (i.e. those who don’t fall into the “faith-driven” category of her ICA) can still relate. It’s speaks universally to busy CEO Moms — and it brings in her brand name too!
ANOTHER FROM THE SERVICES PAGE
Why I love it: I will never get over “rigid, robotic bean counter” and “won’t stop mansplaining the difference between profit and revenue.” This actually might be my favorite line on the site, just for the sass! But it’s not just fun, it’s also strategic — Alex wanted to be 10000% sure her website visitors knew she was not a stuffy corporate accountant, and I think we did that with copy like this, don’t you?
FROM THE PROFITABILITY TEMPLATE PRODUCT LISTING
Why I love it: Can we have a moment for “template-my-way out of a job?” I love a good made-up word moment. But more than that, this mini about is validating, empathetic, and shows her generosity. It acknowledges the journey they’re on, and puts zero pressure on the reader to be ready for 1:1 services they don’t need yet. It’s the perfect balance!
LASTLY, THE WHOLE-ASS FAVORITES PAGE
Why I love it: When I floated the idea of a Favorites page, Alex was immediately in. She ran with the idea and created this page into an amazing (and fun!) resource for her community. She features other businesses, shares favorite recipes, lists her must-haves as a CEO Mom, and houses her affiliate links — all in one place. She’s already said she knows she’s going to be sharing this link A LOT, and I totally know why.
The FEEDBACK
“Caitie is extremely creative, thorough, and heartfelt. Working with her just feels like you're in safe hands. Her ability to crawl into your brain and extract the perfect words for your ideal clients is truly remarkable.
Immediately after reading the first draft, I understood the value of having an actual human (and not AI) write my website copy. It was EXTREMELY detailed and thorough and was just above and beyond what I was expecting.
I got exactly what I wanted :) I have the BEST website, and I can't recommend Caitie enough.”
(okay, brb, crying!)
The Shout Outs
The internet can get a bad rap, but sometimes, it is really a magical place. And the way it led me to become Alex’s website copywriter? 1000% is one of those times.
Alex knew Stacy (her designer) and Stacy knew me, so when Alex needed a copywriter, I got a DM from Stacy asking if I’d be interested in writing a bookkeeper’s website.
I’m pretty sure all of 30 seconds passed before I responded (very enthusiastically) because “cool bookkeeper” had been on my website client wish list forever, and I love working with Stacy!
Then it turned out that Alex *also* wanted to rename her business, which is a service I do not provide, so I tapped in Katie Pannell from 26&thensome, the naming queen — and a dream team was born!
You can learn more about Stacy here and Katie here — and if you want us to team up to work on your brand, just let me know when you inquire here!
Want a conversational, calls-in-the-right-people website of your own?
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