The New Assurance Forensic Accounting Website...6 months after

At midnight on May 8, 2008, we launched version 3 of the Assurance Forensic Accounting website--a feat nearly six months in the making! So, six months later, I thought I'd take a look back at the site, which has been a great success by all measures. For the current site, click here; the prior version of the site is located here.

The Goals

We wanted a clean, straightforward site that was also engaging. Our designer captured all of these elements. The visual design achieved the clean feeling we were after, and the text and navigational tools were simplified. We wanted to explain our services in the clearest way possible. This was a tall order considering the breadth of our services and the complexities of our work.

Forensic accounting includes a myriad of services: Business income loss, extra expenses, employee dishonesty (fraud), inventory verification, and cash tracing, to name a few. The insurance industry has various structures such as property, liability, fidelity and subrogation. In the end, we were able to collapse all of these services and structures into two categories: Income Losses and Asset Losses. An excerpt from the site follows (to view the service page, click here).

"While the labels and structures of claims vary, every commercial claim is either an income loss or an asset loss. That's because each loss ultimately finds its way onto one of the two primary accounting statements -- the income statement or the balance sheet. Income losses leave their mark on a company's income statement, while asset losses dent their balance sheets."

The new text delivered on our goals for clarity and simplicity. The site navigational framework also added an element of simplicity. The site uses slide-out panels to display text and different segments of information. This technology eliminates annoying scrolling issues, and allows the user to control the flow of information. We used the slide-out panels throughout the site, but the services and advantages pages are among my favorites.

To make the site engaging, we added various upgrades to our user features. Through the client tools panel, clients can check the status of their assignments and engage in instant messaging with our firm members.

The Result

The new site has made quite an impact. Visits and page views increased 108% and 120%, respectively, in the first 6 months! We also received no shortage of positive feedback:

"That's a great looking site!"

"Great choice of colors, everything is well proportioned and the pics of the dog are really well integrated."

"Absolutely amazing"

"I love the top dog!!"

The "new assignment" form is quite something!

The Dog

While the text and technical design of the website were impressive, the images of the bloodhound, our firm logo, made the site come alive. Featured prominently on almost every page is Vassar, a champion bloodhound.

Vassar, named for bluegrass fiddler Vassar Clemens, was born in Milford, New Jersey on October 14, 2005, and comes from a long line of champions. Many of his family members have been nationally ranked top show dogs. Hounds generally mature physically and mentally slower than other breeds, which is why Vassar's achievement of his Canine Good Citizen (CGC) Title is so impressive. He received his title at the remarkable age of six months! The CGC measures a dog's ability to obey several different commands and challenges that they may encounter in everyday life as well as the dog's ability to cope, obey and be under complete control of their owner. Vassar passed these tests with flying colors!

Vassar received his Championship on July 27, 2007 and has won 27 Best of Breed awards. Nationally ranked in 2007, Vassar was invited to the 2007 AKC/Eukanuba National Championship. Today, Vassar lives in North Georgia and is competing in AKC dog shows across the nation.

The Future

We are already at work brainstorming for version 4 of the site. Stay tuned!