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Studio SOL concept — a redesign proposal for AWTS. Not the live website; forms are mock.

Read the design rationale
AWTS — Australia Wide Tax Solutions

Studio SOL · Concept notes

Tax, without the runaround — the thinking behind it.

A sales presentation concept for Australia Wide Tax Solutions. Not an authorised replacement of awts.net.au. Business details were taken from the live site on 6 November 2026 and must be confirmed by AWTS.

01

Review of the current site

  • Keep: TPB registration 78641007 shown prominently, Google rating link, fixed-fee message, 'more time to lodge' benefit, phone/WhatsApp/SMS options, Chippendale + online pathways, strong factual FAQs with ATO links, occupation and suburb landing pages.
  • Keep: existing portal (portal.awts.net.au) and appointment page (/appointment) — this concept links to them, never replaces them.
  • Improve: 'Get a Quote' and 'Start online' both point to the portal — clearer labels reduce hesitation. Services are spread across many pages without a guided entry point.
  • Kept: 4.8★ from 24 Google reviews (from the live site's review data), real named reviews, TPB 78641007 and the Search4Accountants 2024 award. Note the live homepage badge says 5.0 — align the figure before launch.
02

Competitor takeaways (not copied)

  • H&R Block: clear split between in-office and online, with booking always one click away — adopted as the dual-CTA pattern.
  • Etax: online-first onboarding and reassurance about agent review — reflected in the 'reviewed before lodging' copy near the portal button.
  • Sydney boutique firms (e.g. TidyTax, Clarity Tax Consulting): personal, named experts and calmer editorial design — the opportunity AWTS can own versus national chains.
  • Positioning: AWTS sits between the chains and boutiques — a real local tax agent with online convenience. Hence 'Tax, without the runaround.'
03

Design rationale

  • Existing AWTS brand retained: the AWTS logo, its slate and sage colours, the deep green used across the site, and the orange call-to-action colour that already drives bookings — set on warm ivory.
  • Sora (clean geometric) for headlines, Manrope for reading: modern, calm and close to the AWTS logo lettering.
  • Photography is taken from the current AWTS media library. Recommended next step: a half-day shoot of Emmanuel, the team and the Chippendale office to make the brand even more personal.
04

Conversion improvements

  • One consistent pair of actions everywhere: Book an appointment (primary) and Start online (secondary).
  • Guided four-question service selector routing to the right page or booking path.
  • Sticky mobile bar with Book and Call.
  • Trust signals (TPB register link, fixed fee, location) beside every major decision point.
  • FAQs placed next to enquiry forms and booking actions.
  • Accessible forms with inline validation and a guard against entering tax file numbers.
  • Analytics-ready events pushed to dataLayer: cta_book_click, cta_portal_click, cta_call_click, selector_step, selector_complete, enquiry_submit.
05

SEO & GEO: structure kept, foundations strengthened

  • Every existing URL is kept exactly (e.g. /tax-returns, /late-tax-returns, /bas-returns, /company-tax-returns, /rental-property, /capital-gains-tax, /deceased-estates, /tax-advice). No redirects needed for service pages.
  • Categories → subcategories: Individual tax, Business & BAS, Property & investment, Advice & protection, Who we help (nurses, teachers, airline staff, medical, tradies), Locations and Tools. The /tax-services hub lists them all.
  • Location pages kept: /tax-accountant-chippendale and /small-business-accountant-redfern, each with address, hours, phone, map and AccountingService schema (consistent name, address, phone).
  • Calculators, checklists and the fee estimate keep their URLs and existing functionality — restyled, not rebuilt. Blog (249 posts and 11 category pages) stays at /blog and migrates as-is.
  • Internal linking: mega menu, full footer link tree, breadcrumbs, 'Related services' on every page, and category chips on the homepage.
  • Per-page title, meta description, self-referencing canonical, og:url and one H1. Live titles and descriptions are reused where they already perform.
  • Structured data: AccountingService (with TPB ID and 4.8/24 rating), Service per page, BreadcrumbList, FAQPage, Person for Emmanuel Sarris.
  • GEO: short factual answers, named author with credentials, clear entity facts (TPB number, address, hours) repeated consistently so AI answers cite AWTS accurately. Keep 'facts checked' dates on articles.
  • Launch: XML sitemap of all URLs, remove the concept noindex, submit in Search Console, monitor rankings for the top pages. No ranking or AI citation outcome is promised.
  • Not in the concept: /about-us style legacy pages, privacy/terms pages and /appointment (kept on the live site).
06

Production integration requirements

  • Content from AWTS: logo files, team names, roles, credentials, practice story, photography, permission to show selected Google reviews, current Google rating.
  • Connect the enquiry form to AWTS's email/CRM (currently mock — nothing is sent).
  • Keep linking to the existing booking system and secure portal; confirm the preferred deep links for each service.
  • Verified Google reviews via an approved widget or Places API.
  • Analytics: GA4/GTM container, consent banner, conversion goals mapped to the events above.
  • Migrate the blog, calculators and occupation/suburb pages with a redirect map; remove the noindex tag only at launch.
  • Final copy review by AWTS for accuracy and compliance with TPB obligations.

Back to the homepage concept

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