Selling trust, not bookkeeping
You hand an accountant access to your money and your filings. The site had to make one person worth trusting — and say the price out loud, in a trade that keeps it behind a meeting.
What this was
and what I did on it
- Client
- DT účetnictví — an accounting firm in Prague
- Audience
- Self-employed people and small businesses in Prague, many of them Ukrainians who arrived recently
- My role
- Strategy, UX, interface, front-end, copy (CZ/UA), SEO, integrations, deploy — one person
- Scope
- Homepage, transparent pricing plans, a three-step consultation flow, two language versions
- Built with
- Plain HTML, CSS and JavaScript — no builder, no framework, no build step
Nobody is afraid of bookkeeping
they are afraid of the bookkeeper
For a self-employed person in Prague — often someone who arrived from Ukraine and is still learning how Czech filing works — choosing an accountant is a trust decision, not a service comparison. You give this person access to your money and your reporting.
The second barrier is price. In this trade it is normally hidden behind a meeting, which reads as “it depends how much we can charge you”. So the site had two jobs: show a real person you are not afraid to trust, and say what it costs before anyone has to ask.
Five calls that shaped it
and what each one cost
-
01
A face where a logo would go
The site leads with Diana — her experience, her insurance, her words — instead of a neutral corporate mark. In a trust purchase, the person is the product.
Trade-off. It ties the brand to one individual, which makes the business harder to scale or hand over later. For a firm of this size that concentration is an asset, not a risk. -
02
Publish the plans
Fixed, transparent plans stated on the page. The fear is not the amount, it is not knowing the amount.
Trade-off. It gives up per-client pricing and lets competitors read the numbers. In exchange it filters out enquiries that were never going to convert, which is worth more than the flexibility. -
03
Make the first step small and dated
The path is a video consultation in three steps: book a slot, review the situation and get a concrete price, sign. Nobody has to guess what happens after they click.
Trade-off. Booking software adds a dependency and one more place that can break. Removing the ambiguity of “contact us” was worth taking that on. -
04
Two languages, because the audience has two
Czech and Ukrainian versions, so the Prague expat community reads about their own filings in their own language.
Trade-off. Everything doubles: copy, review, upkeep. Accounting terminology cannot be machine-translated safely, so each change costs review in both languages. -
05
Technical quality as part of the trust argument
Speed, accessibility and clean SEO, at a level most competitors in this niche don't have. A site that feels solid is part of what makes the person behind it look solid.
Trade-off. None of this is visible to the client as a feature, so it is invisible work that has to be argued for rather than demonstrated.
Trust, made concrete
on the page
Numbers I can stand behind
Lighthouse 12, mobile profile, measured on 2 August 2026. Numbers on this page are re-measured rather than quoted from the handover report — if they move, they move.