Ryan Smith, CPA
Ryan now has an earthy, professional digital home that showcases his strong relationship-building skills and streamlines his accounting workflow, giving his clients confidence in their finances.
The Challenge: A Modern Approach to an Old-School Industry
Ryan is a fully certified CPA with over a decade of hands-on experience, ranging from public accounting and tribal government finance to serving as a CFO for a contracting business. Because we’ve worked together on past projects, we already had a strong foundation of trust when he decided to go out on his own to do business his way.
Ryan’s goal was to build a modern, convenient practice that flipped the traditional script. He needed a digital presence that proved he is a trusted, accessible partner for individuals and small businesses.
The Vision: Earthy, Professional, and Proactive
Ryan wanted an earthy, warm website that highlighted his unique approach to accounting: "I don't value doing the most work, I value doing the right work".
The site needed to instantly answer the questions his ideal Pendleton-based clients are asking: Are they trustworthy? Will they respond to my emails? Is my information secure? We needed to make sure that Ryan’s work showcased how he can make taxes go from feeling like a stressful necessity to an informed and confident experience.
The Solution: A Seamless Digital Workflow
We designed a website that acts as a direct, organized pipeline to his expertise.
The Brand Identity: We kept the color scheme earthy and warm, giving a subtle nod to his past outdoor brands. I also created a simple, clean logo featuring mountain line art to bring that grounded, approachable feel to life.
The "Two Doors" Strategy: To make sure his visitors never felt overwhelmed, we strategically designed the site with two main "doors”; one for individuals and one for businesses. This guides them directly to the exact information they need based on their unique goals.
Automating the Booking Process: I set-up and integrated Microsoft Bookings to make getting started easy for his clients. It also allows them to seamlessly choose how they want to meet (via Teams, phone, or in person). We paired this with a transparent, 4-step process for getting started so those clients know exactly what to expect.
Client Portal Integration: To alleviate any fears about security and convenience, we connected a secure client portal connected directly to his practice management software.
By focusing on a seamless user experience and clear, empathetic messaging, Ryan’s website now serves as the perfect vetting tool that proves to potential clients that they are in highly capable, communicative hands.
“Building a sleek and functional website was high on my priority list from the beginning of the startup process. Realistically, my ambitions far exceeded my knowledge and experience in web design. I contacted Ellie to request services, and a large weight was quickly lifted. In short order we discussed concept, timeline, and pricing, and Ellie got to work.
Calibrated Concepts is such a fitting name. I provided a vision for our online presence, and Ellie and team brought it to life. Her organizational skills allowed me to provide Ellie what she needed for the website, while allowing the flexibility to focus on other projects in our startup process. Communication, professionalism, and exceptional organizational skills make Ellie’s company a sure thing if you’re looking to have a website built.
It's clear to me that Ellie enjoys her work and does an exceptional job. I recommend her services and will be back for future online projects.”
