Design
Héros Contabilidade
Institutional website redesign · São Paulo
Problem
An accounting firm in São Paulo came in with a simple request on the surface — "make the site prettier" — but the real problem was different. The site didn't work on mobile, the contact page was broken, and several tool links pointed to pages that no longer existed. Result: little traffic and no practical use as an acquisition channel — the site existed, but it wasn't working for the business. Before opening Figma, I mapped what was breaking the experience: lack of responsiveness cutting off all mobile traffic (most "accountant near me" searches), formatting with no hierarchy, and the most critical point — even a visitor ready to become a client would hit a contact page that was down.
Process and decisions
I rebuilt the site from scratch, mobile-first, in WordPress with Neve + Elementor — a combination chosen for two concrete reasons: Neve is light enough to load fast on cheap shared hosting (the reality for most Brazilian SMEs), and Elementor is the most widely used page builder on the market, meaning that if Héros ever switches freelancer or agency, anyone can maintain it — I don't lock the client into a proprietary system.
The most relevant hierarchy decision: segmenting by practice area (Notary offices, Tax, Labor, Companies) right below the hero. An accounting firm serves quite different audiences, and this solves the "the client doesn't know if the firm handles their case" problem before they even scroll. Social proof (600+ clients, 40 years in business across 11 states) comes next, as validation before the contact decision. Menu reduced to 4 essential items, a contact CTA fixed at any point of the scroll — it never depends on the visitor scrolling all the way down to find how to reach the firm.
Result
Client satisfied — the site has become genuinely useful to whoever visits it. The strongest signal of that: Héros is expanding its digital scope, implementing a newsletter and marketing performance tracking tools. A client asking for more after delivery is the most concrete validation there is, even without a closed conversion number yet.
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