The project: Revise website copy for an accounting firm with state and local tax (SALT) expertise. Highlight the information key audiences would most need to know, optimize for SEO, and simplify the information for an average consumer.

The approach: I leveraged audience personas to pull out the information most useful to business owners seeking help with state and local tax laws, then incorporated this information into the copy. I researched key search terms that this audience would search for and incorporated those to boost SEO. Finally, I used simple language to explain complex tax topics to inspire confidence in this audience.

The result: A streamlined, simplified website that elegantly showcases the SALT capabilities of this specific firm.

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