Brand & Web Design Case Study

SU Consulting

CRO-first

Bilingual (EN/ES)

WordPress + Components

Built the brand and website from the ground up. We started with Personal Tax, then expanded the system to support a growing Business Services stream, Incorporation, Registration, and Payroll, in both English and Spanish.

Project highlights

Brand from zero

Logo lockup, color and type tokens, and a clear voice that balances approachability with authority.

Service IA

Offers mapped into scannable sections with outcomes, who it’s for, and next steps.

Component library

Reusable sections (hero, proof, pricing, FAQ, booking) to spin up new service landings quickly.

Bilingual system

English/Spanish content blocks and a persistent language toggle that preserves context.

Client & Industry

SU Consulting – bookkeeping, payroll, and tax support for Canadian small businesses and newcomers.

Platform

WordPress (custom theme), GA4/GTM baseline, consent-aware.

Services

Brand identity (logo, palette, typography, voice)
WordPress build with component library
Service landing pattern per offer
Bilingual EN/ES content architecture
Lead-gen funnel (form + calendar-ready)
Review engine + award placements
Performance & accessibility QA

Service pages launched

Personal Tax
Business Registration & Incorporation
Business Services (bookkeeping, payroll, planning)
Contact / Book a consultation
Event landing: Voices of Power

Challenges

Mixed audiences (personal vs business) created copy and navigation tension
Spanish-speaking newcomers needed clarity without duplicating pages 1:1
Proof was fragmented; awards and reviews weren’t leveraged
Desktop-first content created mobile scroll friction

What we changed

Defined a two-lane IA: Personal Tax and Business stream (Registration, Incorporation, Payroll)
Built a service-landing template with outcomes, process, FAQs, and a clear primary CTA
Implemented bilingual content blocks and a persistent language toggle
Created a review engine (request prompts, timing, links) and added award placements in high-trust spots
Applied a performance budget, image/script hygiene, and accessible focus/contrast

Outcomes

Clear paths for both Personal and Business prospects
Faster assembly of new service pages using components
Proof density increased via reviews and awards at decision points
Lead signals captured consistently with GA4 events and consent

Brand system

Implemented the new brand, logo, color tokens, and type scale designed to feel approachable yet professional. Voice guidelines emphasize clarity and empathy for newcomers.

Logo lockup (horizontal and mark)
Neutral palette with an accent for CTAs
Typography scale and spacing rhythm
Consistent spacing and typography scale
Re‑usable PDP blocks (benefits, FAQs, cross‑sell)
Accessible states and focus styles

Content & resources

Service content supported by resources covering incorporation, business structures, and non‑resident registration, written for clarity over jargon.

Guides on incorporation vs sole prop
Non‑resident HST registration basics
Plain‑language tax explainers

Gallery

Like what you see?

Tell us your goals and we will map a similar playbook for your site.

We’ll review your site and share quick wins. Bilingual support (EN/ES). Toronto‑based.

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