Information Architecture + Technical Refresh
Making the strongest part of the story lead, instead of getting buried
The Challenge
The original brief, in the client's own words: "You're offering everything from bookkeeping, payroll and tax services to business advisory and investor readiness, but the homepage presents so much of that information at once that the bigger Lira story gets a little buried... I think the website could guide visitors much more deliberately toward what they actually need." That became the brief the whole rebuild was measured against.
Overview
Lira came in with a specific, well-articulated problem: their homepage was offering everything at once — bookkeeping, payroll, tax, advisory, investor readiness — and their strongest differentiator, investor-readiness and SME growth work, was getting lost in the list. This case study covers restructuring the story around that differentiator, and the technical work that came with it once the rebuild was underway.
Leading With the Real Differentiator
The headline now leads with investor-readiness directly — "Get your books in order, get your business investor-ready" — instead of it being one line among five competing services. That's the first thing anyone sees now, not the fifth.
A Path, Not a Service List
Below the headline, a path structure lays out three clear stages a growing business moves through, in order: clean books and compliance first, financial statements that hold up to funders next, and building in-house financial literacy last, so a founder isn't just handing numbers off to someone else, they actually understand them. That's investor-readiness and SME growth presented as a journey, not a list of services fighting for attention.
Bookkeeping, payroll, and tax are still on the site, and they still matter. But they're now framed as the foundation the bigger story sits on, not four items with equal visual weight competing with each other.
What the Restructuring Surfaced
Once the story itself was being rebuilt, a few things stood out that were quietly working against the site regardless of what the copy said. Mobile navigation had become unusable on phones — the nav links simply disappeared past a certain screen width, with no way for a visitor to reach Reviews, Services, or Contact. If someone lands on the site from Instagram or a Google search on their phone and can't find the services page, they leave. That's fixed now, tested down to a 320-pixel-wide screen.
Alongside that: large, uncompressed images were slowing the site down (now roughly 40% lighter), accessibility hadn't been tested and had real gaps (now audited and fixed for keyboard and screen-reader use), and there was no metadata at all, meaning the site was effectively invisible to Google (now fully set up, so both search engines and AI tools can find and describe the business accurately).
Why This Approach
None of the technical work was disconnected from the original ask. Every change traces back to the same goal: guide people toward what they need instead of showing them everything at once, with investor-readiness front and center since that's where Lira actually stands out. The speed, accessibility, and search-visibility work all serve that same goal, because none of it matters if the story underneath is still buried.
Why This Works
Headline leads directly with investor-readiness, not buried among five services
A three-stage path structure replaces a flat service list
Mobile navigation rebuilt and tested down to a 320px-wide screen
Images compressed for roughly 40% less page weight
Full accessibility audit completed — keyboard and screen-reader friendly
Complete SEO metadata added — findable by search engines and AI tools
Brand Applications
What Changed?
Before
After
The old site could be found by almost no one, and once someone did land there, the thing that makes Lira different was easy to miss. This one leads with it.
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