Newtone
& Pageking
Where three accounting firms join forces, Newtone is born. And they remain strongly rooted regionally, but with a shared ambition to grow internationally as well. That takes digital challenges with it.
Challenge
The most important factor in choosing an accountant? Trust. But the accountancy market is also evolving. How do you bring three local brands together into one new brand, address new target groups and remain approachable for your current clients?
Collaboration
In the digital issues raised by this transformation, Newtone came to us. Together with two digital partners, we form a multidisciplinary triangle that continuously keeps challenging each other: North-East on branding, Leadrs for marketing and Pageking for UX/UI and technology.
Merger of websites
Even on the digital front, three brands merged into one new brand, and thus with one website. But the "old" websites often performed very well on, for example, key search terms from Google and the number of inquiries through the website. That accumulated reputation should not be lost, so starting over is not an option.
So it is important to lay a foundation that is at least as solid. This is only possible with in-depth analyses: we take what works well and rebuild what does not. In this way we create a future-proof foundation on which we can continue to build non-stop after going live. And we achieved all this within 2 months.
"The website is now designed from the needs from the target audience, not from the structure of the organization. Together with the three marketing & branding partners, we formed a multidisciplinary triangle that keeps challenging each other continuously."
For existing and new customers
Because of their regional character, these three agencies are so loved and trusted. Each location has its own experience, character and client portfolio. We have emphatically guarded that story in the online experience and content, but also add new features such as a smart search function. And we continue to improve, both on conversion and experience.
That does not mean that we have taken over and merged everything one-to-one. A new website is the perfect opportunity to take a fresh look at the content. The website is now designed to meet the needs of the target group, not the structure of the organization. Because a young start-up deals with different themes and issues than a pensioner, even though they may eventually end up with the same accountant.
Preparing for internationalization
Unique to Newtone's website is its findability for non-Dutch companies looking for a Dutch accountancy partner. Based on the location where they are searching, visitors are directed to the right place on the website to get in touch with a Dutch accountant.
We are thus sorting for Newtone's international ambitions. The foundation also allows for rapid and flexible further growth in the future.
Kings & Queens on the job
Daan van den Eeden
Lars Blankers
Wouter Roozeboom
