McCullough & Company
A bookkeeping, tax, and advisory practice in West, Texas. Its promise is precision you can count on — which sets the bar for the site.
Client
McCullough & Company
Scope
Design & Build
Type
Marketing Website
Status
In progress — domain pending
Nobody shops for a bookkeeper. They decide whether to trust one.
There are no photos of books that balance. The decision gets made on signals instead — does this person look organized, will they explain things plainly, will they still be here in April.
Most sites in the category pick one of two wrong templates: the tax office last touched in 2011, or the SaaS landing page that could be selling anything.
Design the composure, then answer the questions.
The headline commits to the relationship rather than the service: “Tailored Support for Your Financial Journey.” Garamond at display size, closing phrase in gold italic.
- Three colours, one rationed. Deep navy, warm cream, a single gold. The gold carries section labels, step numbers, and every button — the things meant to catch an eye — and nothing else.
- A local landmark, properly credited. The hero is the Waco Suspension Bridge, CC BY 2.0, credited in the footer with a link to the original. On a site promising precision, the attribution is part of the argument.
- Self-identify in one screen. A “Who We Serve” strip sits under the hero naming five audiences — small businesses, independent contractors, sole proprietors, couples, and individuals — so a visitor knows immediately whether this is for them.
- Detail on demand. The four service areas are accordions, closed by default — the whole menu on one screen, every line item one tap away.
- A named person, not a firm voice. Headshot, title, and a closing statement in the first person. For a solo practice, the person is the product.
- Bookkeeping
- Tax Preparation Support
- Advisory & Financial Clarity
- Payroll & Contractor Support
Answer the two questions people won't ask.
Every prospect wants to know what it costs and what happens after they call, and most will leave rather than ask. Four questions sit near the foot of the page, and one publishes the actual hourly rates rather than “contact us for pricing.” Above them the engagement is laid out end to end — consultation, review, plan, then ongoing support.
The consultation button hands off to a scheduler, not a contact form. A form asks someone to write a paragraph and wait; a calendar lets them pick Tuesday at ten and be done.
Nothing on it can rot.
Written by hand rather than assembled from a theme — a decision about what happens later. No plugin surface to patch, no framework to migrate off, nothing that breaks between visits.
Accessibility came in during the build, not after: a skip link, accordions built as real buttons that announce whether they're open, a labelled nav toggle, and semantic landmarks throughout. Keyboard and screen-reader users get the same page.
Live where it can be reviewed, not yet where it belongs.
Structure, copy, and design are settled, and it's published so it can be read on a real phone. What's left is the move to mcculloughandco.com and a final content pass.
The case study above re-checks itself against the live site — the service list and the date are read off it, not typed here.