Cashtrak web copy and blog

Client: Cashtrak Bookkeeping Services

Sector: Online

Services: Web Copy, Brand voice development

The brief

Cashtrak are an award-winning finance firm offering a range of bookkeeping and payroll services to hundreds of SMEs across London and the Home Counties. Having grown exponentially, Cashtrak’s founder and owner approached me for my expertise in refining their brand voice and web content, to bring better clarity to their messaging and content. She also wanted me to break down some of their more complex information (such as the legalities of Auto-Enrolment) into bitesize digestible blog posts which could be posted as regular content.

The challenge

Cashtrak’s website had a lot of content, meaning that some of their important messaging (their offer, significant expertise, USPs, awards etc) was being lost; this needed to be refined, without changing the actual structure of the website itself, which had already been built. They also required more of a recognisable brand voice, and a refinement and communication of their brand positioning– what is a bookkeeper as opposed to an accountant, and why would an SME employ one? Their services inevitable involve a lot of complex financial and legal information, some of which needed to be disseminated through their website, without overwhelming or confusing the customer.

The results

Working closely with Cashtrak’s owner, and using a lot of her own ideas, I was able to bring more clarity to the website, selling Cashtrak more convincingly and consistently, with an attractive brand tone of voice which managed to strike a balance between jokey/ ‘journalistic’ and conversational, whilst also authoritative and trustworthy. I delivered a series of engaging, eminently readable blog posts which were published over the course of several months.

(Please note I handed over some of the work to another copywriter after I went on maternity leave, so I cannot lay claim to all of Cashtrak’s current website!)

See the website

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