industry: Finance
Helms Tax Strategy
Caleb and Hope Helms had just acquired a CPA firm when they reached out to us, looking for help with establishing a brand and web presence that confidently spoke to their existing clientele while also attracting and converting ideal prospects.
We helped them create a smooth transition, because they cared deeply about making sure existing clients were well taken care of. They knew they needed to establish a visual identity and digital presence that reflected their holistic, relationship-based approach to financial services—something that would not only serve them functionally, but also retain and attract their dream clients.
Our Goal:
Create an effective brand identity and website that communicated empathy with action and financial expertise.
phase one
Brand Identity Design
As a financial consultant based out of the Dallas-Fort Worth, Texas, the Helms’ wanted their brand to feel trustworthy and traditional, with a touch of human warmth.
So much of what makes HTS unique is their personal, relationship-based approach to tax strategy, and that needed to be reflected visually.
We chose a neutral color palette with a few moodier colors. Inspired by terra cotta pottery and the night sky, it brought a warmth and kind of intimacy while still feeling classic and professional.
The icon and browser icon used a stacked initial monogram design, bringing in another touch of tradition. The rounded rhombus-shaped frame modernized things a little bit though, too.
For the type palette, we balanced a refined serif font for the main headings with a contemporary sans in all caps, which grounded things and balanced expertise with a sense of precision.
Ready for strategic, effective branding?
phase two
Copywriting & Website Design
With the brand design approved, we were ready to move into wire framing, writing website copy and developing the website.
copywriting and wireframe
Because Helms Tax Strategy is a financial company, it was incredibly important that all the technical language and legal details were handled properly and remained compliant with industry terms. Our technical copywriter made sure everything was above board.
With the copy, we leaned into the unique, relational aspect that Helms brings to the table. They really listen and get to know their clients’ goals, and use those findings to develop the best tax strategy for them. That needed to be at the forefront of all the copy and design overall.
website build
We built a custom Squarespace website, making sure every page was clean and clear, with warm, relational images to connect to the audience.
Our two main call to actions on the website were inviting:
Existing clients to log in to their portal
New prospects to book a discovery call
The entire website and copywriting was directing viewers to those specific actions the entire way through.
Ready to revamp your website with our team?
phase three
Zapier Integrations
The last piece of the puzzle was making sure all the pieces worked together functionally.
We embedded custom Squarespace lead capture forms on their website, but we wanted to make sure they connected with Helms’ client management software, TaxDome, on the back end.
To make this happen, we set up a Zapier integration. Every time a lead capture form was submitted, Zapier checked existing contacts inside TaxDome to see if the person was already a client. If they were already in the system, the information would simply be added to their existing profile. If they were new to Helms Tax Strategy, a new client profile would be created in TaxDome.
Even more, that contact info was also transferred to their lead tracker in ClickUp, so they could keep up with follow-up tasks in one place.
This seemingly simple tech integration made the back end process run so much smoother, allowing the HTS team to spend their time doing what they do best: tax strategy and consulting.
Ready to get your systems on autopilot?
