Case Study: How Knapsack Transformed Wendy Norman CPA’s Online Presence
Problem: An Experienced Accountant in Need of a Modern Web Presence
Wendy Norman, a Certified Public Accountant (CPA) with over 30 years of experience, had built a strong reputation serving businesses in the Houston area. Like many CPAs, she relied on her finance business website to showcase her expertise, attract new clients, and provide essential resources. However, her existing website was outdated, overly text-heavy, and lacked clear direction. It was built using a generic CPA website template, which made it difficult to stand out from competitors.
The site’s design felt impersonal, with stock images and dense paragraphs that overwhelmed visitors. Without strong calls to action or a clear service breakdown, potential clients often left without taking the next step. Additionally, Wendy found it challenging to update content on her own, leaving her website feeling static and disconnected from her evolving business.
Recognizing the need for a modern, strategic web presence, Wendy partnered with the team at Knapsack, a web design agency specializing in CPA website design, financial advisor websites, and bookkeeping firm branding.
The First Step: A Professional, High-Converting CPA Website
Knapsack’s first priority was redesigning Wendy’s main CPA website to establish her as a trusted financial expert. Built on Squarespace, the new site featured a clean, professional design, making it easy for visitors to navigate and find the information they needed.
Rather than overwhelming visitors with long paragraphs, the content was streamlined and structured strategically. Knapsack worked with Wendy to develop clear service packages, outline her expertise, and emphasize her 30 years of experience in tax, bookkeeping, and financial strategy.
Key updates to the primary CPA website included:
A sleek, modern design that reflected professionalism and credibility
Concise, easy-to-read StoryBrand website framework content that quickly communicated her expertise
SEO-optimized pages to help her rank for CPA services in the Houston area
A user-friendly layout that encouraged potential clients to book consultations
Built-in flexibility, allowing Wendy to update services and resources on her own
With the new site, Wendy now had a strong online presence that effectively showcased her CPA services. Then it was time to tackle another challenge — her growing specialization in restaurant and bar accounting.
Expanding Her Brand: A Niche Website for Restaurant and Bar Accounting
As Wendy’s business evolved, she saw an opportunity to serve a highly specific audience — restaurant and bar owners. She understood the unique financial challenges of the food and beverage industry, from tracking prime costs to managing fluctuating cash flow. While her general CPA website positioned her as a well-rounded accountant, she needed a separate niche website that directly spoke to restaurant owners.
Knapsack worked with Wendy to develop a second website, one that was completely customized to the food and beverage industry. This new site was designed to connect with restaurant owners in a relatable and engaging way, using industry-specific language and playful, conversational copy.
To simplify the decision-making process for potential clients, the site featured clearly defined service packages, creatively named after different levels of restaurant service:
Counter Service – Essential bookkeeping and compliance support
Table Service – A hands-on approach to financial optimization
Fine Dining – Full-service financial management, including CFO-level support
This creative branding strategy reinforced Wendy’s deep understanding of the industry while making her services more approachable.
The restaurant-specific site also included:
Industry-focused visuals featuring real restaurant and bar environments
Simple, structured service descriptions that made pricing and benefits clear
Calls to action throughout the site, encouraging restaurant owners to book a consultation
A modernized version of Wendy’s logo, aligning with her new niche branding
With this second website dedicated to food and beverage accounting, Wendy could target a specialized audience while maintaining her broader CPA practice.
The Results: A Dual-Site Strategy for Growth
By working with Knapsack, Wendy gained not just one new website, but two highly effective digital platforms that supported different aspects of her business.
Her general CPA website now serves as her main professional hub, positioning her as a trusted financial expert for a wide range of industries. At the same time, her restaurant-focused website allows her to establish authority in a niche market, attracting food and beverage business owners who need specialized accounting support.
This dual-site strategy ensures that Wendy:
Doesn’t alienate existing clients who aren’t in the restaurant industry
Has a dedicated platform to grow her niche business in food and beverage accounting
Can easily update and manage both websites without needing a developer
Maintains a professional, polished online presence that reflects her expertise
With a strong SEO foundation, engaging copy, and user-friendly design, Wendy’s websites are now powerful marketing tools that help her attract and convert more clients.
Whether you’re a CPA, bookkeeper, or financial planner looking for a custom website that reflects your expertise, Knapsack provides high-converting web design solutions that make your brand stand out. From modern CPA website designs to industry-specific niche sites, Knapsack helps financial professionals build an effective online presence that drives results.