How CMBS Transformed Their Website into a Client-Friendly, Lead-Generating Tool
CMBS is a tax firm based in Phoenix and Tucson, Arizona. For five years, they’ve been helping small and local businesses with tax preparation, fractional accounting, and startup consulting.
Their original website was DIY-built in Weebly. It looked unpolished, used client testimonials saved as JPG images, wasn’t getting organic traffic, and the copy felt cold and disconnected from their client experience.
“We knew the website wasn’t reflecting who we are as a business. It looked like a starter site and did not accurately represent the professional, approachable firm we’ve built,” shared Samuel Cyiza, co-founder of CMBS.
When they went looking for help, CMBS wanted more than just a nicer, more appealing design. They needed new and stronger messaging that would speak to the right clients, a clear site structure for improved navigation, and better visibility in search results to draw organic traffic.
“The reason we wanted to work with Waymarks is because we needed someone to take the time to understand our business. Someone who can put what we do into words that resonate and build a site that our clients — current and future — would trust.”
Waymarks partnered with CMBS to completely redesign their website from the ground up: realigning their copy, messaging, and structure with their goals while working within budget and hosting limitations.
Project Goals
Together, we set three clear priorities for the redesign:
- Visibility: Build strong SEO foundations to improve organic traffic for people searching for a trustworthy tax firm.
- Conversion: Create a site that turns more visitors into qualified leads, with clear structure, messaging, and approachable copy.
- Budget: Achieve both within the limitations of their existing hosting platform, Weebly.
The Waymarks Way, A Process That Works
Phase 1: Analysis, Research, and Strategy
Our first step was a full site audit. We confirmed that organic traffic was extremely low, with most visits landing on the tax filing service page. Few visitors were taking the next step of reaching out to the firm. None of the existing pages were optimized for search engines and calls to action were almost nonexistent.
CMBS offers three main services, but the site wasn’t presenting them in client-friendly language. We worked on clarifying their positioning and establishing a more approachable brand voice. Together, we identified six core values and set the foundation for a consistent brand style and tone.
We also optimized each page for relevant keywords, helping the site start to show up for local searches like “Phoenix tax firm” and “Tucson small business accounting.”
Phase 2: Website Copy
Next, we expanded their 5-page starter site into an 8-page purposeful website, giving each page a clear role in the client journey.
We wrote conversion-focused copy for the homepage, service pages, and a new “Who We Serve” page. No matter where a visitor lands, the site now provides a clear path forward with validation of best-fit client types and targeted calls to action at every stage.
We improved the contact page by making it more approachable, adding a few key qualifiers, and offering multiple ways to connect. Social proof — client testimonials and experience highlights — was woven throughout the site to strengthen trust.
“We really appreciated how Waymarks took all our ideas and helped us decide what was best for our business and our goals. The messaging finally matches our client experience,” Samuel said.
Phase 3: New Site Design
With copy and structure finalized, we turned to design. Staying on Weebly meant working within certain limitations, but we created a refreshed, cohesive look by refining CMBS’s color palette and incorporating clean, professional page layouts.
The redesign improved readability, streamlined navigation, and made it easier for clients to find the information they need. Client testimonials were placed in strategic spots as credibility boosters, and the site was fully optimized for mobile users — essential for busy business owners.
And CMBS was thrilled. “When we saw the finished site, it felt polished and professional. Everything was right: the colors, the words, the layouts. It looked like a finished product, not like the DIY project it was before.”
Results
Since launching their new site, CMBS has gained renewed confidence in how they present themselves online.
“It has helped us mentally, knowing our site now reflects who we are. We can share it without hesitation. Clients see us as the professional firm we are, not as a starter company.”
And though it is early post-launch, they have begun to see an increase in organic traffic. A little more than a week after launching the new site, CMBS saw a 92% increase in page views and 67% increase in unique visits.
The redesign has also given CMBS a solid foundation for growth. Their team now has a site they’re proud to share, and their messaging and structure make it easier to attract and convert new clients.
And the entire project, from kickoff to re-launch, was completed quickly during one of CMBS’s busiest periods.
“You kept us on point. We appreciate how flexible Waymarks was and how you worked with us through our hectic season.”
Looking forward
CMBS is growing and so is their confidence in their digital marketing strategy. Co-founders, Jessica and Samuel Cyiza, have peace of mind knowing that the new website will attract best-fit clients, warm leads, and improve conversion.
Work With Waymarks
Is your website currently an online placeholder? You need a professional site and a proven content strategy that brings in new clients and reflects the heart of your business.
At Waymarks Web Studio, we help service-based businesses and personal brands redesign and rewrite their websites, turn client wins into powerful stories that sell more on autopilot, and provide monthly content packages to build authority and nurture audiences. If your site feels outdated or isn’t bringing in the right clients, let’s talk about your needs.
