CASE STUDY: Design & build | Kentico

Professional services web design for the Midlands' largest accountants

Redesigning the existing website and improving performance in order to reflect the growing popularity of one of the Midlands' leading accounting and business consultancies.


Smith Cooper is one of the leading accountancy and business consultancy firms in the Midlands. With experts in sectors ranging from agriculture to education, and by offering services including HR, tax advice and international capability, Smith Cooper is a progressive leader in their industry.

The Brief

Distinction built Smith Cooper's previous website back in 2012. However, they decided a site redesign was needed in 2014 to reflect their growing reputation and to reflect developments in tech for marketing. More specifically, there was a strong desire to ensure that the site was fully accessible on mobile devices, as more and more of their users were using their smartphones or tablets to access the website and review the content.

Our primary goal was to provide a fresh website, with a new design, while reusing as much of the existing functionality and content as possible. Smith Cooper were perfectly happy with the existing site’s implementation of Kentico and their marketing team had all been trained on how to use the CMS.

How we did it

Step one of the process was to fully understand and document the requirements for the new website. Even though the basic structure of the site was to remain the same, Distinction took the time to wireframe each key area to ensure that every page on the site was working as hard as possible when presenting Smith Cooper’s brand, personality and depth of knowledge.

Through Kentico's support for device detection and responsive implementation, Distinction was able to effortlessly rebuild the website by using responsive design, making it fully optimised for mobile and tablet. The elegant, unobtrusive navigation allows users to easily browse and explore the site, and the ever-present 'find us', social media and search buttons encourage visitors to easily make contact or share relevant content.

Distinction was able to effortlessly 're-skin' the existing Smith Cooper website thanks to Kentico's clean separation of the presentation layer. Therefore, a dramatically different site design and user experience were achieved with only minimal changes to the underlying code and functionality. Furthermore, all of the back-end CMS functionality that was developed for the previous version of the site has been retained, ensuring there was no need for training or user support. This meant Smith Cooper’s marketing teams were fully trained and able to manage the site as soon as it went live.

The outcome

Smith Cooper's management are delighted with their new online identity. The combination of elegant and minimal navigation, mobile-friendly design, and well-positioned and relevant content provides Smith Cooper with a highly effective hub for their marketing that will serve them well for the years ahead.

What do Smith Cooper say?

Selma KuduzovicMarketing Manager

“Having worked with Distinction before, we already had a great working relationship so there was no competition when deciding which agency to use to develop our website.
Distinction’s advice and assistance throughout the whole process has been invaluable and their dedicated team really helped us to design and implement our website quickly. We will continue our excellent relationship with Distinction as our preferred web design agency for the future. ”

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