case studies

Let me introduce you to Jo Querelle of Purple Orchid Bookkeeping. This lady is an absolute ninja with numbers, a bit like the matrix she can see the strengths and weaknesses of your business within those magic digits! Jo’s bookkeeping business had been running successfully under her own name for XX years, but in 2023 she made a big decision! It was time to stop playing small and refocus her business with a complete rebrand to re-position herself as more than just a bookkeeper. Jo had always enjoyed supporting other women in business but wanted her brand and messaging to specifically appeal to this audience, so she could attract more female clients. When she came to me she already had her new business name and some fabulous brand photos ready to go, so the next step was to create compelling copy for her beautiful new website.

The magic bit in the middle! / Where the magic happened

Jo wanted to shake off the perception that bookkeeping is the less qualified little sister to accounting, and to make clear there is so much more to it than just recording the financial ins and outs of a business. All without it sounding too dull and dry. During our discovery session I set to work quizzing Jo on the key differences between bookkeeping and accounting (which was eye-opening!) and digging into how Jo works with her clients. It became instantly clear that Jo has a knack for simplifying the complex without making you feel stupid, and that she’s able to read between the lines of the numbers to spot opportunities for growth. Jo’s vision for her business was “bookkeeping and beyond”, as her career experience stretches far beyond the number-crunching and delves into analysis, ideas and strategic guidance, so the copy focused on how and why the value of her expertise complements her core services. We kept it jargon-free (as that’s an immediate turn-off) and zoomed in on her ideal clients by talking directly to women in business and describing exactly what they might be struggling with.

How it ended / The end result

Jo wanted a professional but upbeat and friendly tone to her copy, to match her natural working style. Her website is now much more client-focused and full of simplified language to make the subject of numbers less daunting. It’s now crystal clear that Jo is looking for female clients who want to build a long term partnership, someone they can trust to help them make the important decisions in their business. Jo had made a big investment in her re-brand, so I was really keen to give her as much value as possible from the website copy. During the writing process I focused on two objectives, writing copy that flowed well through the site, whilst also creating plenty of individual snippets that Jo could use elsewhere in her business. If you’re a woman in business needing a trusty financial sidekick then Jo is definitely your lady. “I’m in awe of the way Jo manages to capture the right voice and tone of her clients, turning her hand to whatever the subject might be. The relief of not having to do all that wordy stuff myself is immense, and one of the best things I invest in for my business.”