Case study: A Team Consulting
A retainer that improved the business online operations
A Team Consulting is an accounting company serving businesses across USA. As their digital presence grew, they realized their website was working against them: it was slow to load, did little to connect with the people who landed on it, and converted far too few of them into leads. The site looked fine on the surface, but the numbers told a different story.
This case study explores how A Team Consulting partnered with us to improve their website around performance and meaningful client connection — with accessibility built in along the way — and how that combination turned more visitors into qualified leads.
The Challenge: Streamline online business operations while maintaining legal, marketing and branding standards
- Slow performance: Oversized images, render-blocking scripts, unused CSS, and accumulated plugin code pushed load times well past the point where visitors wait.
- Weak client connection: Unclear messaging, generic content, and hard-to-find contact options gave visitors no compelling reason — or easy way — to get in touch.
- Poor lead conversion: Calls to action were buried or inconsistent, and the inquiry process created friction at exactly the wrong moment.
- Friction at the moment of intent: Calls to action were inconsistent between pages, and the inquiry form asked for more than a first conversation needs.
- Accessibility gaps: The site also fell short of [WCAG 2.1 AA] basics, narrowing its reach and excluding a share of potential customers.
- Maintenance debt: Edits required a developer, so content went stale between updates, and nobody owned the standard the site was supposed to meet.
- The combined effect was a high bounce rate and a steady leak in the sales funnel.
The goals
A Team Consulting wanted technical quality tied to business outcomes, and wanted to keep the result after the project ended.
- Bring load speed and Core Web Vitals into passing range on mobile and desktop.
- Make the messaging specific enough that the right visitors recognize themselves, and make contact easy to find from anywhere on the site.
- Increase qualified inquiries coming through the website.
- Meet WCAG 2.1 AA across primary journeys, with written procedures so the standard holds after launch.
- Hand over a clean codebase and a documented design system the internal team can maintain.
The Approach
Performance testing ran alongside a review of the user journey and the existing build, since the maintenance problem was structural rather than cosmetic. Decisions made at that stage cost hours. The same decisions made after launch cost weeks.
Speed was rebuilt first, since nothing else gets a chance if the page hasn’t rendered. Messaging was then rewritten to name the businesses A Team serves, with contact paths placed where intent appears rather than at the bottom of a page.
Accessibility was handled inside the build instead of bolted on afterward.
Handover was scoped in from the start. A Team has an internal design and branding team, so the work went into getting those people fluent in the design system rather than handing over a file. They standardize new brand material themselves now, working from a clean no-code build and written procedures for publishing. Compliance stops being a project and becomes a habit.
What A team owns now
- A website that loads fast, with the practices in place to keep it that way.
- A design system their own design and branding team runs, standardizes, and extends.
- Written procedures for accessibility and legal alignment, mapped to their own templates.
- A no-code build any future agency can pick up, and a team that isn’t dependent on any single one.