BOH Financial

The problem

Accounting firms all say the same four things, and a musician trying to work out whether one of them understands touring income cannot tell them apart. BOH works with creators, entertainers and the agencies around them, which is a real difference, and the old way of saying it was a services list that could have belonged to anybody.

There is a second problem underneath that one. Three audiences, an artist, a manager, and an ordinary small business, want different things and are reassured by different proof. A single page written for all three ends up written for none.

Say who, then what

The home page leads with who it is for. Three audiences as three doors, entertainers and talent, agencies and managers, and small businesses, because someone arriving already knows which one they are and wants their door marked rather than a paragraph to sort through.

A page each

Multi-page rather than one long scroll, so each door opens onto a page that speaks only to that audience. The talent page can talk about royalties and touring without a small business owner reading past it, and the reverse.

Eight services, folded

The service list is long: bookkeeping, contract and royalty administration, tax compliance, payroll, cash flow, insurance, entity structuring, advisory. Eight items, each needing a paragraph, is a page nobody finishes.

So it folds. Closed, it reads as a short list of what they do, which is the question most people are actually asking.

Open, one at a time, it gives the detail to the person who wants that one thing. Royalty administration matters enormously to a musician and not at all to a restaurant, and neither of them should have to scroll past the other’s answer.

Proof, then price

Testimonials sit below the services rather than at the top, because a quote means more after someone knows what is being sold. They are attributed to real roles, a content creator, a musician, so a visitor can find the one closest to themselves.

Then the prices, in the open, as three tiers rather than a form to fill in to find out. An accounting firm that publishes its numbers is making a claim about how it works, and hiding them would have undercut everything above.

Result

What was delivered names its audience before it names its services, gives each one a page of its own, and puts the prices where a visitor can read them. It read as specialist rather than general, which is the whole difference for a firm whose clients are not ordinary small businesses.