EDN Accountants
EDN Accountants, a Sussex-based firm offering clear, friendly, expert accountancy services, wanted a website that reflected who they are: professional yet approachable; digitally efficient yet deeply personal.
They asked DogFish Design to reimagine their online presence so clients could easily find the right services, understand what makes EDN different, and feel confident reaching out. The goal was a modern, responsive, user-friendly site that aligns with their brand values of clarity, support, and simplicity.
The Brief
Making Accountancy Feel Simple
EDN needed a website that would demystify accounting. Their services are diverse — from bookkeeping and VAT returns to specialist construction accounting and virtual finance management — and the site needed to present that breadth clearly and accessibly. Key requirements included intuitive navigation, clear service descriptions, mobile responsiveness, faster loading times, and a visually clean design that supports their tone: friendly but expert.
What We Did
Calculating the Digital Foundation
Responsive Web Development: We built the site to work seamlessly on desktop, tablet and mobile. Ensuring responsiveness was essential so visitors could access information quickly on any device.
Clear Service Structure: We organised services into well-defined categories (such as Bookkeeping, Payroll & Pensions, Start-Up Support), with clean layouts and imagery so potential clients can immediately see what EDN offers.
User-Friendly Messaging & Layout: We emphasised clarity in language — avoiding jargon — and used clean formatting, call-to-action buttons (such as “Get in touch”), and simple visuals to guide users smoothly through the site.
Performance & SEO Foundations: We implemented best practice for page load speed, clean code and on-page SEO (titles, headings, meta descriptions) so the site is both discoverable and fast.
About & Trust Elements: To build confidence, we ensured the “Why Choose EDN?” section and client reviews are prominent and compelling, helping potential clients see EDN’s values (personal service, fixed fees, clarity, etc.) straight away.
The Results
Clarity, Confidence & Connections
Improved User Experience: Visitors can now find services quickly and easily, understand what EDN does, and get in touch with far fewer clicks.
Stronger Brand Perception: The site presents EDN as both professional and approachable. The design supports their promise: serious about clients’ businesses, friendly about everything else.
Faster Performance & Better Visibility: With the technical improvements, the site loads faster and is better positioned for search engines.
Higher Conversion Potential: Enhanced calls to action and clearer presentation of services have increased enquiries from business owners seeking support with accounts, VAT, payroll, tax returns and more.
Aligned Brand Messaging: Across all service pages, the About section, contact details and “Why Choose Us” area, the message is consistent: EDN makes accountancy simple, personal and dependable.
Testimonial
“Working with DogFish Design has transformed how we present ourselves online. Our new website feels exactly like us — clear, friendly, professional. Feedback has already shown clients appreciate the ease of use and the clarity of what we offer. It’s made a huge difference.”
Ellen Davey-Nicholson – EDN Accountants, Director
