Saturnique Inc.

The problem

The firm's differentiator was strategy, not data entry, but the old site read like a data-entry service.

What I did

• Website for a bookkeeping and cloud-accounting firm|Transform Financial Chaos Into Strategic Clarity hero messaging|Services grid: Bookkeeping, Financial Analysis, Process Automation, Change Management|Clean corporate blue-and-white theme

The brief

A corporate site for a Canadian company: who they are, what they do, and how to reach them. The most common brief in the industry and the one most often done badly, because its very generality invites vagueness.

The problem with corporate sites

Most read as if they are trying not to say anything. Copy about excellence and innovation and being a trusted partner is copy that could belong to any company in any sector, which means it does nothing for the one that published it.

The remedy is specificity, and it is a content problem before it is a design problem. What does the company actually do, for whom, and what distinguishes it. The site’s structure is built to require those answers rather than allow them to be avoided: the templates have places for concrete detail, and a page with nothing in them looks visibly unfinished.

Who arrives and why

Corporate sites serve more audiences than their owners usually account for. Prospective customers checking legitimacy. Prospective employees researching before an interview. Suppliers looking for the right department. Journalists looking for a contact. Existing customers looking for support.

Only the first is usually designed for. The others end up navigating a site built for someone else, which is why so many corporate sites have a careers page nobody can find.

Here the main routes for each audience are reachable from the homepage rather than nested inside About.

Careers

Given weight rather than treated as an afterthought. In most sectors a corporate site’s highest-value visitor is a candidate, because recruitment is expensive and a good careers page reduces the cost of every hire. Roles are structured content with their own pages, which means they can be indexed and shared directly.

The build

WordPress with services, team, roles and news as separate types. Each has its own template, so the site stays consistent as content is added by people who were not involved in the design.

Bilingual readiness

Canadian corporate sites frequently need French, sometimes at short notice for regulatory reasons. The content structure separates translatable text from layout throughout, so adding a second language later is a translation project rather than a rebuild.

Design

Clean and typographic, with photography of the actual business rather than stock. Stock photography of meeting rooms is recognisable to every visitor and quietly signals that there was nothing real to show.

What the client can manage

Services, team, roles, news and contact details. Adding a role publishes it, lists it and makes it shareable in one action.

The stack

• WordPress Development

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