Balance Accounting Services
marketing strategy, website & strategic intake forms
how we worked together
Marketing Strategy
Website
Tax Intake Form
Client Intake Process
BALANCE ACCOUNTING SERVICES
Balance Accounting Services is more than a bookkeeping firm — it's a strategic partner for entrepreneurs who want financial clarity and confidence, not just “number-crunching.” Based in Ontario and led by founder Amanda Craeymeersch, Balance helps business owners move beyond reactive accounting into a mindset of intentional growth.
Clients who work with Balance are ambitious, values-driven, and seeking more than compliance. They’ve outgrown spreadsheets, year-end stress, and disconnected systems. They want someone who “sees the full picture, not just your books.”
Balance offers an end-to-end approach: bookkeeping, tax support, and strategic financial insight. The goal is clarity in the books, and confidence in the business.
The starting point
When we began working together, Amanda had already built an impressive business — one that delivered incredible value to clients and had earned deep trust in the community. But what she was putting out into the world hadn’t caught up to the calibre of work she was actually doing.
Her social media presence, while active, was split between personal content and generic tax-related posts. It didn’t yet position her as the thought leader, innovator, and change driver she is within her industry. Similarly, her website, though visually appealing, was difficult to navigate and didn’t fully communicate the value that she and her team bring — nor did it reflect the depth of her experience or the strategic, partnership-based way she works with clients.
Operationally, she was also bogged down by outdated systems that made client management cumbersome. At the time, Balance Accounting collected information from tax clients using a non-editable PDF — meaning clients had to print it, fill it out by hand, and scan or photograph it before sending it back. The team would then manually transcribe the information, creating unnecessary friction and inefficiency.
In our first year working together, we evolved that process into a fillable PDF with expanded questions, which streamlined things slightly, but we knew it was only an interim solution. Amanda’s business was ready for the next level — and that required not just growth in visibility, but the systems and processes to support it.
Her discovery call process also highlighted opportunities for improvement. The existing workflow welcomed anyone to book a consultation — regardless of whether they were the right fit or within budget. This created unnecessary time pressure for Amanda and diluted the effectiveness of her client intake. There was clear potential to introduce automation, filters, and real-time quoting to ensure calls were booked only with qualified, aligned prospects.
In short, Amanda had the foundation, reputation, and expertise — but her brand presence, systems, and client experience needed to be elevated to match the sophistication and strategic value of her work.
the goal
The goal was twofold: first, to build a marketing strategy that would clearly define Balance’s target audience and craft messaging that authentically represented Amanda’s expertise and values — positioning her as a trusted voice in financial leadership. And second, to design systems and tools that would streamline her operations, create a professional and efficient client journey, and allow her business to scale without sacrificing balance.
Specifically, our objectives included:
Clarifying the target audience and messaging to attract clients aligned with Amanda’s approach and values.
Developing a cohesive marketing strategy that positioned Amanda as a strategic thought leader across digital platforms, speaking opportunities, and community channels.
Designing a new website that reflects where Balance is today — highlighting her strategic services, expertise, and team in a way that feels confident, informative, and easy to navigate.
Creating a digital tax intake form with built-in logic, allowing clients to complete only the questions relevant to them while the Balance team receives a complete, accurate submission ready for processing.
Building a client intake form and automated quote system that gives prospective clients an approximate estimate immediately after submitting, followed by an invitation to book a discovery call — ensuring Amanda’s time is spent with qualified leads ready to move forward.
Ultimately, every element of this project — from the marketing strategy to the website to the workflow automation — was designed to reflect Balance’s evolution: a firm that combines clarity, strategy, and empathy to help entrepreneurs not just manage their numbers, but truly understand and use them to build businesses that feel balanced and strong.
the Marketing Strategy
The marketing strategy established the foundation for how Balance Accounting shows up — refining the brand’s positioning from a bookkeeping and tax service to a strategic financial partner. It clarified the target audience and defined clear messaging pillars rooted in Amanda’s lived experience and leadership style: financial empowerment through strategy, simplicity as power, and owning your outcome. The goal was to elevate Amanda’s voice as a thought leader in small business finance, making her expertise accessible, relatable, and visible across digital channels.
The strategy outlined a framework for growth built on authenticity and intentionality. It included defining four core client personas, introducing a structured content ecosystem, and recommending updates to Balance’s brand voice and visuals to align with this elevated direction. Every recommendation was designed to help Amanda connect meaningfully with the right audience — positioning Balance as the go-to resource for entrepreneurs who value clarity, confidence, and partnership in their finances.
Since delivering the strategy, Amanda has begun implementing it with a particular focus on her social media presence — working with The Finnerty on content creation and social media strategy, and Ashley Render on strategic storytelling. The shift has been powerful: in just the past two to three months, she’s seen a significant increase in engagement, followers, and new leads and client opportunities, reflecting how deeply her message now resonates with the right audience.
The Tax Intake Form
To streamline one of Balance’s most time-consuming and critical workflows, and working collaboratively with Amanda’s vision for this process, I developed a fully digital tax intake form system to replace the manual, paper-based process previously used during tax season. The new form features intelligent conditional logic that tailors each client’s experience based on whether they’re filing personal or corporate taxes. It includes secure file uploads, dynamic question paths, and clear instructions — allowing clients to provide exactly what’s needed without confusion or unnecessary steps.
Behind the scenes, this upgrade transformed how Amanda’s team operates. Instead of managing dozens of handwritten or incomplete PDFs, the team now receives organized submissions containing all required information in one place, ready for immediate input. The form can easily be duplicated and updated each year, creating a scalable, repeatable system that saves hours of administrative work. To support long-term usability, we also created a short video tutorial so the Balance team can independently update and maintain the form moving forward.
The result after the first year of using this form was:
71% more clients served
38% fewer hours worked
53% decrease in cost per transaction
the website
The new Balance Accounting website was designed to reflect the sophistication and strategic depth that Amanda brings to her work. While her original site was visually appealing, it didn’t tell the full story — it lacked structure, clarity, and a strong narrative that communicated her value as both a financial expert and a trusted partner. Our goal was to create a digital experience that felt confident, organized, and aligned with her brand evolution.
To support Amanda in focusing her time where it mattered most — leading her team and serving clients — I took full ownership of the website design and copywriting. This allowed her to stay hands-off while still ensuring the finished product felt fully authentic to her voice and vision.
The website now opens with a clear and compelling message — immediately positioning Balance as a partner in strategy, not just compliance. Each service page was rewritten and restructured to highlight what makes Balance different: its holistic, year-round approach to bookkeeping, tax support, and financial planning. The new layout makes it easy for visitors to navigate, understand services, and take action, while the copy captures Amanda’s approachable, straight-talking tone.
Website photography by Carla Trepanier
Client Intake Process
Another impactful system we collaborated on was the client intake process, designed to save time, improve fit, and create a professional first impression from the very first interaction. Previously, every prospective client booked a discovery call without any screening, which often led to conversations that weren’t the right fit in terms of needs, budget, or timing. The new process was developed to create clarity and efficiency for both Amanda and her clients.
The new digital intake form collects key business details, service needs, and goals, then uses built-in logic to automatically generate a personalized approximate quote. That quote is instantly emailed to the client, along with a link to book a discovery meeting if they’d like to move forward. This structure ensures that by the time Amanda connects with a prospective client, they already understand the level of investment and scope of services — allowing those conversations to focus on strategy and fit rather than logistics.
This system not only reduced back-and-forth communication but also gave prospective clients an elevated, self-guided experience that reflects the professionalism of the Balance brand. For Amanda and her team, it meant more time spent on the right opportunities — and a smoother, more confident path from inquiry to onboarding.
the feedback
I’ve had the pleasure of working with Elizabeth since June 2023, and I can confidently say it has been a game-changer for Balance. Elizabeth is the third marketing expert I’ve worked with since 2021, and for the first time in almost five years, I truly feel that both my needs and my business are understood. While many marketing teams focus heavily on social media, I was looking for a more comprehensive strategy, and Elizabeth delivered just that. Whether it’s revamping our website, creating print materials, managing Google Ads, or even handling billboards and branded forms, she has it all covered. Her expertise and dedication are unparalleled. She doesn’t just offer suggestions; she takes action and gets things done with exceptional customer service. Elizabeth’s approach to marketing is exactly what we needed, and I’m beyond grateful for her and the team at Suni Creative. If you’re looking for a marketing partner who truly understands your business and can execute a strategy across multiple platforms, look no further!
AMANDA CRAEYMEERSCH, BALANCE ACCOUNTING SERVICES
Have questions?
If you have questions or you’re interested in learning more about how we can work together, feel free to contact me.
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