Prism Consulting

A firm built on education, not dependence

Prism Consulting is an accounting and business consulting firm based in Virginia. Led by Joa García, an Enrolled Agent with more than 14 years of experience, the firm covers bookkeeping, tax advisory, HR and payroll outsourcing, and fractional CFO strategy. What sets Prism apart from the typical accounting firm is its philosophy: clients should understand their own numbers. Education over dependence.

When Joa came to us, the existing site no longer reflected who the firm had become. The services had grown, the positioning had sharpened, and the old copy was too vague to support the keyword targets she needed for search. She needed a complete rebuild, not a refresh.

The challenge

Accounting is a crowded space online. Firms that rank well have usually invested in distinct service pages, each earning its own keyword footprint, rather than one catch-all services page. Prism offers four genuinely distinct verticals: bookkeeping, tax advisory, HR and payroll, and fractional CFO strategy. Each vertical has its own client profile, its own pricing considerations, and its own search intent.

The brief asked for 13 pages total, including a dedicated page for each of the four service verticals, a standalone Pricing page, an About page that centers Joa's credentials and philosophy, a Results page, a Blog, a scheduling page, and legal pages. Every page needed original copy written for the new site: nothing from the old site was carried forward.

The challenge was holding a consistent voice across that much content while making each service page feel specific to its audience, not like a template with swapped-out nouns.

Our approach

We started with structure. Before writing a word or building a component, we mapped out the information architecture across all 13 pages, identified the keyword targets for each service vertical, and established the content hierarchy for each page. With that map in place, copywriting and design could move in parallel rather than sequentially.

The visual direction follows the brand voice: direct, warm, and competent. No corporate abstraction. The typography is clear and set at a comfortable reading size. The color system supports both a light and a dark mode, built into the site from the start rather than bolted on after.

One design decision we're particularly satisfied with is the fit-check section. Accounting and consulting firms often generate leads that are a poor match for their services, which wastes time on both sides. The fit-check section gives prospects a clear, honest way to self-qualify before they book a call. It frames the firm's positioning without reading like a sales pitch.

Build decisions

The site runs on Payload CMS backed by Next.js, the same stack we use across the studio. Joa can edit every page directly in the admin panel, including the service pages and blog, without touching code. Content is structured with Payload's layout builder, which means pages can be reorganized without a developer.

Dark mode is a first-class citizen here. Both modes were designed and tested simultaneously, and the palette holds up in both: the contrast ratios pass accessibility checks, and the visual weight stays consistent across contexts.

Performance was a goal from the start, not an afterthought. Images are served from Amazon S3 via Payload's media handling, the Next.js image pipeline handles responsive sizing, and the build avoids client-side JavaScript wherever the page doesn't need it. The 1.2-second LCP on desktop is a function of those decisions compounding.

Key features

• Four service vertical pages: each with its own keyword targets, pricing tier information, and conversion path
• Fit-check section: a structured self-qualification block that helps prospects assess fit before booking
• Credentials section: Joa's qualifications, certifications, and experience surfaced prominently on the About page
• Blog: structured for ongoing content publishing, fully editable in the CMS
• Scheduling integration: a dedicated page linked to her booking system
• Light and dark mode: both modes built in from day one, consistent across all 13 pages

Results

At launch, PageSpeed Insights returned a desktop performance score of 95, with LCP at 1.2 seconds and CLS at zero. Accessibility scored 97, Best Practices hit 100, and SEO scored 100.

Semrush's site audit put the site at 94% health, above the 92% threshold that Semrush uses to define the top 10% of websites. The audit returned zero errors. Site Performance, HTTPS, Markup, and AI Search Health all scored 100%.

These aren't vanity numbers. A CLS of zero means visitors don't experience layout jumps as the page loads. A 100 SEO score means the technical SEO hygiene is solid, giving the content a clean foundation to rank from. The 94% site health reflects both performance and markup correctness: the kind of baseline that supports long-term organic growth rather than short-term wins.

Prism Consulting launched with a site that reflects where the firm is today: an experienced, education-first practice that takes its clients' financial lives seriously.

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