Rands Advisory Group
Pure Agency designed and built a new website for accounting and advisory firm Rands Advisory Group, architected around customer journeys to support the firm's next phase of growth.
Accounting & Advisory, Hobart & Melbourne, Australia - 2026
Overview.
Duration
12
weeks
Industry
Accounting & Advisory
Rands Advisory Group is an accounting and advisory practice operating from Hobart and Melbourne, led by Partner Daniel Rands and built on four decades of work with family businesses, trustees and legal teams. Following a rebrand, the firm had a new website developed on WordPress, but it was not capable of supporting the direction Daniel had in mind for the business.
Pure Agency was engaged to rebuild it properly. Rather than treating the project as a visual exercise, we approached the website as the strategic foundation for the firm's advertising and marketing activity, designing every element around defined client types and the journeys they take.
About the project.
Challenges
The site Rands Advisory Group came to us with was not old or neglected. It had been built recently to carry the firm's new brand. The problem was structural. It could not accommodate the customer journeys, lead capture or campaign activity that Rands wanted to build the next phase of the business around.
The complexity of the offering compounded the issue. Rands Advisory Group spans compliance work through to business advisory, self-managed superannuation and specialist forensic accounting for legal teams. These are distinct services bought by distinct people for entirely different reasons, and a conventional service listing gave none of them a clear path in.
The firm also operates across two states, from Hobart and from Melbourne. The website needed to present a single, coherent practice rather than two separate websites, while making it easy for clients in either market to find the right entry point.
Underlying all of it, the platform itself was a constraint. The WordPress build limited how the site could be structured, how quickly it could be changed, and how effectively it could serve as the destination for the advertising and marketing initiatives planned to follow.
What we did
The work began with strategy, not design. We spent considerable time with Rands defining the firm's client types and mapping the journeys each of them takes, from the moment they arrive through to enquiry. Rand's knowledge of his own clients and his clarity about where he wanted the business to go were instrumental, and that groundwork shaped every decision that followed.
From those journeys we redeveloped the information architecture entirely. The offering now separates into two clear tracks: Tax & Accounting, covering the compliance services clients already know they need, and Solutions, covering the advisory work across asset protection, business solutions, forensic accounting and self-managed superannuation. Each track is structured so that a visitor lands where their intent is best served, and each page functions as a viable destination for campaign traffic rather than simply sitting in a navigation menu.
Rands Advisory Group supplied the copy, drawing on the technical depth of the practice. We used this as the basis, restructuring and shaping it to fit the new architecture and the journeys we had defined, so the language sits correctly at each stage of the path a client takes.
On identity, we inherited a version of the visual brand and extended and refined it into a complete digital design system: typography, colour, layout and interaction developed to a standard the brand had not yet been taken to. Imagery combines professional photography supplied by Rands Advisory Group with assets we produced specifically for the site.
The website was rebuilt on Framer for performance and flexibility. Interface elements including animated statistics, deep-linked solution pillars, the FAQ system, the insights library and newsletter capture were designed to serve the journeys rather than decorate them. Advertising, CRM integration and marketing automation form the next phase of the same strategy, and the site has been built from the outset to support them.
The result.
Rands Advisory Group now has a website that reflects the calibre of the practice behind it. Delivered in eight weeks, the site presents a firm with four decades of expertise across two states as a single, coherent proposition, with the clarity its positioning promises.
The most significant improvement is architectural. Where the previous site presented a list of services, the new structure guides different client types along the paths that suit them, whether that is a compliance requirement, a business advisory need, self-managed superannuation, or a legal team seeking specialist forensic expertise. Each audience has a defined route in and a clear next step.
The user experience is markedly stronger throughout. Navigation is more intuitive, the content is easier to move through, and the move to Framer has delivered a considerably faster, more responsive site across devices.
Most importantly, the website is now built for what comes next. The structure, the journeys and the capture points are all in place to support the advertising, CRM and automation work now underway, giving Rands a platform designed for growth rather than one that has to be worked around.
