A New Site for a New Era

Henry+Horne has been providing stellar financial services to the Phoenix area since taxes were done on ledgers and carbon paper – over 60 years ago. They approached us with a problem: their website wasn’t converting and they hadn’t kept up with the latest design trends. It lacked a purposeful user flow and featured way more content than was helpful for the average user.

After finding our blog and checking out our thoughts on how brand plays into the shiny stuff like design and websites, Henry+Horne’s Director of Marketing got with us to infuse their recent rebrand into a game-changing website.

Content Strategy

Since we worked with Henry+Horne on their rebrand, we had a great relationship with their marketing team and worked closely with them to maximize the amount of on-brand, relational content on the new site.

Henry+Horne had their own copywriter on staff, so our content team walked Henry+Horne through the right copy for their pages, mentoring them on their new writing style (from the rebrand we completed prior to the website project). We also helped their team write more concisely – creating only the information that users really needed.

Plus, we made nearly all the content editable from a development perspective for the Henry+Horne team to directly manage and add to in the future.

Web Design & Development

Structurally, we brought Henry+Horne’s six separate blogs together on WordPress with the rest of the site and upgraded the mobile experience, taking it from a very simple contact page to the full site. This allowed greater accessibility for users and greater discoverability through search engines.

From a technical perspective, there were a few challenges with the complex design and the random generation on the home page. Making dynamic content like quotes and pictures line up correctly in a responsive environment isn’t easy, but our developers tackled it with style.

Everyone on the Resound team – designers, copywriters, and developers – walked Henry+Horne through the right copy for their pages, mentoring them on their new writing style: considerate, knowledgeable, and human. They also had help writing more concisely – creating only the information that users really need.

Our designers used icons to quickly communicate and reinforce ideas, driving more engagement than simple lines of text. These icons were developed as vectors, however, increasing site speeds (as they’re easily responsive).

On the whole, the new site reinforces the idea of “family” and brings out the firm’s uniqueness when compared to others in their industry.

Plus, we made nearly all the content editable for the Henry+Horne team to directly manage and add to in the future.

We are very happy with the outcome of our rebrand. Resound did a phenomenal job of helping us come up with the best way to communicate who we are as a firm to clients, prospects and the community. Having a defining voice means that everyone knows our most important value – people and relationships. We also love the new logo, website and other visual elements. Resound did a great job showing that we are truly a modern, innovative accounting firm.”

Chuck Goodmiller,
CPA, Co-Managing Partner, Henry+Horne

Results

The moment of truth came with the official reboot of the new Henry+Horne website.

After launch, Henry+Horne experienced:


1,200+
Sessions in the first three days of launch
23%
Increase in pages viewed
20%
Increase in users’ average time on the website
620%
Increase in visits to the "Services" page
600%
Increase in visits to the "Leadership" page

To round out the year...

Henry+Horne also received the 2016 Arizona’s Most Admired Companies Award (based on leadership contribution and employee, customer and community opinions) and was named a Best of the Best Firm, moving up 13 spots on the list of Top 200 Firms by Inside Public Accounting.

They also won four AAM awards, including best rebrand and best website.

Henry+Horne Awards

And there was much rejoicing.